Say you're a content marketer and you want to produce helpful content for your audience. You're writing to solve a problem someone in your audience is facing. That's a good start.

It is imperative that you speak their language.

Whomever your audience is.

You might have a really good point that can help them solve a sticky problem. You might have a really good idea to help them reach the next level in their career goals. If the message doesn’t get across, all your resplendent content goes to waste.

They won't get what they need. Neither will you.

How can you get the message across? Speak their language.

Explain it in a way they can understand, wherever they are. That's the first hurdle. If they can understand what you’re saying, they’ll make it to the end of your article. The more studious of them might take away something helpful to apply to their life.

What's the next level?

If you want to earn conversion, build a mailing list, become a name, they need to feel like they can relate to you. They need to want to come back. They need to come to regard you as a well-meaning peer, a potential friend, a close colleague or mentor. Someone they recognize is full of good, helpful news.

Someone they'd like to be around.

If the audience understands but doesn't relate personally, they’ll get through your first article. And they might never come back.

But if they understand your words and relate to who you are as an individual, as a fully-formed human being (as opposed to a data-spewing robot), they might want to get to know you better.

So content marketers: let your personality shine.

There's a funny paradox: we're often afraid to reveal our personal side in our professional life. When your business is relating to people, your personality is one of the most valuable assets you have. Don't waste it.

If your words are humble, open, well-meaning and approachable, your readers will reciprocate with their attention. You’ve made it worth it for them.