Personalized content feels like it was written just for your reader — because it was. Whether it’s a blog, an email, or a headline, these five steps help you craft copy that starts a conversation.
1. Speak to your reader – When you share your experiences, the pronoun “I” helps you connect with your audience.
But in marketing, the age-old, yet effective advice still holds: focus on your reader. Write less about yourself and more about their challenges. Use “you,” “your,” and sometimes “me” (from their perspective) to make the message more personal. Don’t just name them — speak to them
Example: Tell Me More About 24/7 Financial Planning
2. Write naturally – Unless you’re writing to others in your industry, resist any urges to lapse into jargon or pompous-sounding “big” words. Formal writing has its place. But stiff sentences and buzzword soup? Readers tune out fast.
Read your writing aloud or use a voice-to-text app to capture a more natural tone. Make your reader feel like they’re talking to a friend or a client they trust, without losing them in a corporate memo.
Example: Berkshire Hathaway 2024 letter to shareholders
Warren Buffett’s annual letters to Berkshire Hathaway shareholders are famous for their authentic, down-to-earth tone, free of dry financial jargon. He explains investing concepts like he’s chatting with a friend over coffee.
"This letter comes to you as part of Berkshire’s annual report. As a public company, we are required to periodically tell you many specific facts and figures.
'Report,' however, implies a greater responsibility. In addition to the mandated data, we believe we owe you additional commentary about what you own and how we think. Our goal is to communicate with you in a manner that we would wish you to use if our positions were reversed – that is, if you were Berkshire’s CEO while I and my family were passive investors, trusting you with our savings."It contrasts sharply with one from former energy company Enron, written in 2000:
"Our retail energy business achieved its highest level ever of total contract value. Our newest business, broadband services, significantly accelerated transaction activity, and our oldest business, the interstate pipelines, registered increased earnings…"The jargon and references to Enron’s complex monetary structures later contributed to challenges in understanding the company’s true financial health.
3. Show your personality – When appropriate, whether your tone is witty, warm, or no-nonsense, let it shine. After all, you are your brand. You don’t have to give too much information, but sharing your stance can help your business or organization stand out.
Example:
❌ Welcome to our blog, where we share industry insights.
✅ Let’s discuss what works (and what doesn’t work) in content marketing.
4. Hyper-personalize smartly – Customize content and SEO strategies based on users’ behavior to boost engagement and rankings.
Examples:
- SEO: Use location-based keywords (e.g., Best financial planners in [Your City]) to attract local searches and the right audience.
- Website copy: Personalize homepage headlines based on users’ past interactions. Show returning visitors tailored headlines based on their prior browsing behavior. Highlight products they viewed or content categories they engaged with.
- Emails: Add dynamic content, like product recommendations based on purchase history or past clicks.
5. Be yourself – Swipe files, AI, or templates can save time and inspire you. Use your unique words, examples, and experiences, which are more distinct and personal, to keep your audience tuned in.
Example:
❌ Dear Valued Customer, here’s our weekly update.
✅ Hey [First Name], our comfy hand-knit sweaters are just your size!
Real personalized content marketing goes beyond a “first name” basis. It’s in the details that say, “I see you,” the reference only they’d get, or the phrasing that sounds like them — because you did your homework to make it feel that way.
What does personalized content look like to you? Feel free to comment below.
Learn how to create content that connects with clients who value and respect you and your business
Quotes
“Actually talk to your customers. Use the language that they use. Talk about the things they talk about. Never feed salad to a lion.” ~ Jay Acunzo
“If you can take your personality and inject it into the message you share, you’ll be one step ahead in the content marketing game.” ~ Jason Miller
