💡Why Bother?
Your content is your main product. It is not merely a collection of words and sentences that makes sense within a particular professional environment. Therefore, working with the content itself is essential if you want to attract your audience.
Within your chosen audience, people may have different emotional and logical preferences. There is nothing inherently right or wrong about these differences. People simply approach the same subject matter from different perspectives.
What opportunities does this create for you and your content?
You can create different entry points to the same essential material, making it relevant and appealing to people with different motivations.
🌈 Apply Colours of Influence as Emotional and Logical Projector on Your Content
In her book Colours of Influence, Tony Kaye describes different approaches to life and the motivations that influence how people engage with the world.
Her framework presents six colours, each representing different intentions and preferences. Taking these differences into consideration can help you approach your content from multiple perspectives and potentially reach a broader audience.
Let’s explore what this could mean for your content:
🟣 Purple seeks community support, shared experiences, and a sense of belonging.
🔴 Red wants to dominate, compete, and win.
🔵 Blue values clear structures, reliability, and trust.
🟠 Orange looks for return on investment, opportunities, and growth.
🟢 Green seeks authenticity and a supportive community in which people can be seen and accepted for who they are.
🟡 Yellow looks for adaptive structures, integration, and personalised growth.
People may have learned to communicate professionally and express themselves clearly. However, their underlying motivations can still influence what catches their attention and makes a particular piece of content meaningful to them.
Understanding these motivations might offer you another way to attract your audience: by exploring different ways of presenting your subject matter.
🎨 Create Different Entrance Points to The Philosophy of Your Content
Let’s experiment with this idea using the word design.
The underlying subject remains the same, but the emphasis changes depending on the perspective we choose.
🟣 Purple: Craft the Best Design Solutions as a Team
🔴 Red: Win Your Customers’ Hearts with Your Design
🔵 Blue: Design for Clarity in User Experience
🟠 Orange: Boost Your Website Performance with These Design Principles
🟢 Green: Create Authentic Experiences to Attract the Right Audience
🟡 Yellow: Apply Design Standards to Your Unique Situation
Each variation offers a different reason to engage with design.
One emphasises collaboration, another competition and results. Others highlight clarity, business performance, authenticity, or the ability to adapt established principles to a particular context.
These examples are not definitive formulas. They are experiments in how we can frame the same subject to emphasise different motivations.
The underlying expertise does not have to change. What changes is the perspective through which we invite people to explore it.
And this exercise offers an additional benefit: exploring different entry points can enrich your own understanding of the subject matter, encouraging you to discover connections and perspectives you might otherwise overlook.
🧭 Remain Authentic to Your Own Concept
Exploring different perspectives may help you attract readers who would not necessarily respond to your usual way of presenting a subject.
It can also broaden your own professional perspective, inspire new ideas, and help you develop a richer body of content.
However, there is an important distinction between adapting your approach and abandoning your identity.
Your content should still reflect your professional expertise, values, and intentions. Different entry points should lead readers towards the same essential philosophy rather than fragmenting your message into unrelated promises.
After all, growing an audience is not simply about attracting more people. It is also about helping them recognise what you stand for and why your perspective is worth returning to.
Experiment with different ways of approaching your subject matter, but remain authentic to the concept that connects your content.
✨ Grow Your Audience by Exploring New Perspectives
Growing your audience does not always require more content, new platforms, or a different distribution strategy. Sometimes, the opportunity lies in exploring the content you already create from a different perspective.
The Colours of Influence offer one way to experiment with how you present your expertise, opening up new entry points for people with different motivations and preferences.
You might attract new readers, inspire your existing audience, and even discover new dimensions of your own professional knowledge along the way.
After all, your content can remain true to your philosophy while offering different reasons for people to engage with it.
Perhaps the secret to audience growth is not always reaching further, but finding more ways for people to connect with what you already have to say.
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