What are common mistakes to avoid when adapting your writing for different stages of the customer journey?

1 Mistake 1: Not knowing your audience

One of the biggest mistakes you can make is to write without knowing who your audience is, what they need, and what they expect from you. This can lead to irrelevant, confusing, or off-putting messages that fail to attract, engage, or retain your customers. To avoid this mistake, you need to do your research and create buyer personas, or fictional representations of your ideal customers based on their demographics, behaviors, goals, and pain points. You also need to segment your audience based on their stage in the customer journey, and tailor your writing accordingly.

2 Mistake 2: Not using the right tone and voice

Another common mistake is to use the same tone and voice for all your writing, regardless of the stage of the customer journey. This can make your writing sound monotonous, impersonal, or inappropriate for the context. To avoid this mistake, you need to define your brand tone and voice, and how they vary depending on the purpose, channel, and audience of your writing. For example, you might use a more formal and authoritative tone for writing a white paper for prospects in the awareness stage, and a more casual and friendly tone for writing a thank-you email for customers in the loyalty stage.

4 Mistake 4: Not using clear and compelling calls to action

Another common mistake is to write without using clear and compelling calls to action, or CTAs, for your audience, especially in the later stages of the customer journey. This can make your writing sound vague, passive, or unconvincing, and fail to motivate your customers to take the next step or action that you want them to take. To avoid this mistake, you need to use specific, actionable, and urgent words and phrases that tell your audience what to do, how to do it, and why to do it. You also need to use design elements, such as buttons, colors, or icons, to make your CTAs stand out and easy to click.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?