Rule #1 of marketing: if you don’t know your audience, you’ll never create effective content. That’s why Say chats with Anansi Content Strategist Jacob Smith about how to drop the jargon and speak directly to your community — even if you have more than one.

Jacob strives to approach his work objectively. His goal is unraveling the ways to communicate complex ideas with anyone.

Prior to becoming a writer, Jacob worked as an industrial equipment trainer. There he learned how to communicate complex ideas to any audience, from a certified machinist on the floor every day to human resource managers unfamiliar with the technology’s jargon. Cross-functional communication is his secret sauce.

Away from work, Jacob loves screenwriting as well as making music. He currently has an album released on all major streaming services under the name Oddly Oaktree.

In this episode, Jake dives into the fear many clients have about letting go of their old, familiar (sometimes generic) copy and how to optimize the user experience based on what your audience needs.

Tune in to learn how to:

• Avoid the biggest mistake copywriters make in today’s marketing world
• Simplify language and training internally
• Effectively write for multiple unique audiences