ideal customer

How to get your message out of your head and to your people

By Brogan Micallef

You have a message to share with the world. It’s something you’re passionate about. It’s something you HAVE to get out to your people. They need it. And they need to hear it from you.

Easier said than done, right?

Let’s work on getting your message out of your head and to your people. Effective and efficient communication is all about simplifying your message and communicating it clearly to your tribe.

Here’s 5 tips to help you simplify your message AND communicate it clearly with those who need it most.

1. Get clear on who you’re targeting

If you try to please everyone, you end up pleasing no one. The same is true of communication.

There’s countless activities, cheatsheets and workbooks on the internet to help you get clear on your ideal customer avatar (ICA), also known as your dream clients (I should know, I’ve tried a LOT of them).

It does mean putting in a fair amount of hard work now, but I promise it’ll pay off. Start by asking yourself the following Q’s about your ideal client:

What’s their name? How old are they? Are they married? Have kids? How long have they been in business? What are their favourite brands? Favourite websites? Where do they hang out online? What are their business goals? Deepest fears? Secret wishes?

Then keep going. I want you to go really deep.

Being this specific helps you draw YOUR people to you. Because who won’t want to (e-)hangout with you when you get their exact problems, concerns and fears and can deliver specific solutions just for them?

When you go to write (or film) (or podcast) anything, the best (and easiest) way to be specific is to write with one person in mind. Picture them. Pretend you’re writing just to them. They’re struggling and they NEED you to help them right now.

This approach helps you stay focused and targeted. It gets us out of our own heads and thinking about how we can help our community.

Think: Less about us and more about them.

2. Remember the Curse of Knowledge

You know more than you think you do.

Putting ANY form of content out into the world often brings up insecurities (and stop us from getting our thoughts written down). There’s a phenomenon known as the Curse of Knowledge, which is the idea that once you know something, it’s impossible for you to imagine not knowing it.

Practically, this means that things that seem common knowledge to you are incredibly helpful and insightful for others. You’ve simply forgotten what it’s like to be a beginner.

There’s nothing wrong with keeping your content clear and simple. You’re bringing a wealth of knowledge, background and experience to the table which your audience doesn’t have (yet).

Remember: We’re all at different stages and we can ALL help someone else with our experiences.

3. Be you

Ok. So you’ve got clear on who you’re targeting, and you’ve acknowledged that you know more than you think you do. Now it’s time to talk about your voice.

When thinking about your “voice”, I find it really helpful to think in terms of your “brand voice”.

Your brand voice is the voice you use when writing or talking about your business. It’s the words you use in a blog post, the tone that comes across in your social media posts, and the enthusiasm and energy you bring to your webinars.

A handy little trick I love to use is to separate your business from yourself. Imagine your biz is her own person and think: Who does my business sound like? What’s the vibe? What kind of words does my biz use? Why is my business communicating with people in the first place? What impression does she make?

Just to be clear: Yes, you still infuse a lot of YOU into your biz brand voice. But this slight shift in terminology (and the personification of your biz) gives your brain something specific to focus on, rather than the general idea of "your voice”, which is more elusive.

4. Pick social media platforms that suit your strengths

Always remember to take a step back and take every piece of social media advice you read with a bucket-full of salt.

That includes the notion that you need to be on every platform known to humankind.

You know what? You don’t.

It’s FAR better to put out QUALITY content on a few platforms, than CRAP content on many.

You don’t want to fill up people’s social media feeds with crap. You want to be known as someone who produces thoughtful, quality content that is exactly what your peeps need.

Take the time to work out what you’re good at. Base your choice depending on the kind of high quality content you can consistently produce. What’s sustainable for you?

Repeat after me: It’s FAR better to put out QUALITY content on a few platforms, than CRAP content on many.

5. Don’t copy

Copying sucks. No one has your exact story. No one shares it the way you do. So why hide that from those who need it most?

Your dream clients want to hear from YOU. Don't steal that from them.

It’s really important to keep your focus squarely on your approach, your knowledge and what’s in your head. Especially when it comes to creating.

Search for inspiration on Google. Check Facebook for another viewpoint. But let yourself be influenced by others to the extent that it clouds your voice and leaves you sounding like a copycat? No bueno!

Copying hurts the person being copied, it hurts you (the copier) and it hurts your audience (the duped). There’s enough same-same out there on the internet. Let’s bring something unique shall we?

And there you have it.

These 5 tips will help you simplify your message AND communicate it clearly with your community. 

Communicating with your audience doesn't have to be hard. And it doesn't have to drain the life out of you (and leave you feeling exhausted).

To recap:

1.    Get clear on who you’re targeting

2.    Remember the Curse of Knowledge

3.    Be you

4.    Pick social media platforms that suit your strengths

5.    Don’t copy

Remember: Your audience needs to hear your message. And they need to hear it from you. 

Brogan Micallef is the communication strategist for entrepreneurs who crave smart social media and content strategies that you can actually implement. Through her coaching programs, free resources and blog, she’s here to help you make real connections through your content, sound like yourself, get more dream clients, make more money, and have greater impact, without getting overwhelmed by it all.

And when she’s not knee-deep creating all sorts of communication goodness, you can find her indulging in some form of social media (hello Facebook and Instagram), perfecting her pilates technique and trying to control her crazy (curly) mane.

Meet Brogan and get ready to learn how to get your message out of your head and to your people at