What’s the purpose of your content? Is “enchanting new prospects” among your goals?

It should be!

The riches are in the niches, you’ve heard that before. So how do you get them to notice you?

Finding your niche is how you build a business or following. You attract one kind of person, sell your unique products and services in that small pool of people who look a lot like that unique person, and gain a small group of loyal customers.

They could be baby boomer entrepreneurs, girl skateboarders, or fountain pen collectors; the more specific the niche, the better.

You get some traction. Winning new business gets easier. You think, “I’ve got this.”

Then, as the word starts spread, you swim out to a larger pond.

Similarly, as a copywriter I adhere to the old adage, “Write to one person. Just one.”

Imagine what that person looks like, where she lives, and what she ate for breakfast; is she rushed, relaxed, disheveled, radiant? I try to get a feel for the customer’s energy as well as measurable facts and demographics.

Identifying that one niche, that one person… there’s no better way to rivet the attention of the customer who’s ready to listen, call, click, or subscribe.

Grab my buyer persona cheat sheet here!

However, social media success requires broader appeal.

In addition to your very specific audience, you’re being viewed by a lot of folks who don’t know you, like you, or trust you. To get their attention, and earn that likability and trust — to enchant new prospects as your paths cross — social media requires a mix of content.

I have a fitness coach friend (let’s call her Jane) who’s as nice as can be. I’ve talked with her at social gatherings, and at school functions, and she’s never once knocked a bagel out of my hand or told me to suck anything up. Let’s just say that her demeanor’s not nearly as hard as her abs.

But it’s so funny to watch her on social media. If I didn’t know her I’d be scared. I would think she ate nails for breakfast. Looking at her Instagram, you never see how sweet and encouraging she can be in spite of her take-no-prisoners persona. I often wonder how many people she’s missing out on serving; and who are missing out on being coached by the real Jane!

So yes, go ahead and say something outrageous, be a little kooky, flaunt your uniqueness. You will click with the right people. But, don’t forget to build your community by being amiable to those who don’t get you yet.

Create plenty of Top o’ the Funnel Content

In addition to the more emotional content, mix in some content that appeals to a more general audience.

Take into account the larger social context of social media. Here, people are their public selves.

On social media, almost everyone wants to be seen as cool, caring, kind, helpful, funny, etc.

How do you come across so that the right people will take note of those qualities in you? Make a slight adjustment in your tone.

Don’t always be telling people what you know. You don’t always have to be The Analyst or The Writer or Coach Jane.

Pretend you are walking around in a public room full of people. Maybe you’re gathered for a party or a conference or some common reason, but you’re strangers to one another.

What do you do? Just be you, be nice, and have fun.

When you write, film, or create images for that “one” person, of course it’s appropriate to share your expertise. You can even get in their face, like my friend Jane.

But don’t assume everyone is in your inner circle all the time. As you build your business and your brand, many will take a chance and follow you just to see what you’re all about. If someone is your ideal customer (the one perfect fit), they’ll notice when you change your tone because, just as in real life, there’s a time and place for getting more personal. It’s almost like your eyes meeting from across the room.

When face to face, you might lower your voice, reveal more about yourself, ask deeper questions. But it’s usually after you’ve both agreed to take the conversation to that level…

Meanwhile, mix in some content that’s a little breezier, or less specific. (“Nice weather we’re having!” or “Have you seen the TED talk about that subject?”) Don’t forget that this may be the first impression among people who don’t know you, so (at least occasionally) use social media to show your friendly face.

If you want to build a bigger community around your brand, social media is the place.

Not everyone will want to take that deep dive with you, but some will. Have fun mingling with lighter, more general content, and you’ll see.