You know you are a good writer. You write and edit and proof and edit again and then proudly post your words. But you aren't getting the response you expected. Why don't people see how brilliant you are? Why don't you get people flocking to your site/blog/products/services? Most likely it is because, despite how brilliant your words are, you are not talking in your target market's language so that they can understand.
We all talk a certain way and we all write a certain way. But if you are writing non-fiction for your business, unless you use words that your target market (the people you are trying to reach) will understand, your words are going to be wasted because the people you are writing for will not get it. Your words will not connect with them and so they won't see how you can help. It's not in their language.
Think of traveling. You are in a foreign country and you try to communicate with the population in your own language. They may get the sense of what you are saying, but they won't understand the underlying concepts. They won't take the time to figure out what it is that you are really tying to say. They won't really connect with you. Your target market is the same way.
Most of the time your target market will not be as smart as you in your area of expertise. That's why you are the expert and why they need you. But they don't want to hear all those big words/concepts that you throw around as the expert. They don't want perfect sentences. They want to know how you are going to help them. They want something that makes sense TO THEM!! So, you need to write in words that they will understand. You don't need to change your ideas. Keep the exact same content, but make it an easier read. This has absolutely nothing to do with content- just writing style.
Remember, you are inviting them to work with you or buy your services. You are not trying to get a passing grade on a thesis. If they don't understand what you want them to do because you are speaking a language that they don't understand, then they will never become your clients. Be very clear on who your target market is, then listen to their language. Find out who they are, how they 'talk'. Then talk to them so they can hear. You are likely to find you will get far more responses if you just listen and style your writing for your target market.
Candace Davenport is a Writing Mentor and Publishing Consultant for Our Little Books. For those of you who would like to work with her 1 on 1 on how to work with writing for your target market, or would like to explore how you can publish with Our Little Books, please contact her for a free consultation. For those interested in getting started writing, the next one-day Writer's Workshop will be on 1/24/15 in Alameda, CA.