I want to tell you a secret. A secret that will help you write ANYTHING, yes, I mean ANYTHING, for your business. Writing a blog? This will help you. Writing your website content? This will help. Writing your social media posts? This will help. Writing a newsletter? This will help.
Once you have this nailed, you will be able to write absolutely anything for your business.
So, what is the secret?
The secret to writing anything for your business is knowing your ideal client. An ideal client is a specific person that you have in your head when you are writing for your business. Now, this could be a real client of yours, it could be an imaginary person that is an amalgamation of several real clients, it could be based on someone you know and would like to work with or it could even be a celebrity. Once you have identified your ideal client, that doesn’t mean to say that you will only appeal to that client, not at all, it just means you will be able to make your message clearer.
But I help so many people.
That’s true, you do. I am not questioning that. I am simply helping you to refine your message. Imagine walking into a room of a hundred people. You know you have to stand up in front of them and tell them something that is going to interest every single one of them. Every. Single. Person. You’ve never met them before, you don’t know what interests them, you don’t know whether they are male or female or how old they are. How on earth are you going to tell every single person something that will interest them?
Now imagine you are having a coffee with your best friend. You have to tell them something to interest them. You know what interests them; you know whether they are male or female, you know how old they are. You know everything about them. Telling your best friend something that interests them is easy. It is also likely that other people around you in the coffee shop may overhear and find what you are saying interesting as well.
Where does having an ideal client come into it?
Think of all the things you know about your best friend. If you think of your ideal client as your new best friend, then working out what to say to them and how to say it is easy. When you are writing anything for your business you need to have this one ideal client in your mind’s eye and imagine you are talking to them. You need to know the same level of detail about them, their likes and dislikes, their hobbies, their name, age, relationship status, etc. If your ideal client is your new best friend, you will also know exactly why they would want to work with you (and why they wouldn’t) so in your writing, you can answer their questions.
Won’t that exclude people?
Not at all, it will have the opposite effect. As your message will be much less vague it will actually appeal to more people. Those that aren’t your ideal client will identify with what you are saying because you are being clear and answering specific questions.
The good news is that you can have more than one ideal client. For example, a wedding planner could potentially have a minimum of three ideal clients: the young bride who is newly engaged and has never been married or engaged before; the middle-aged bride who has been married before and is planning her second marriage; the middle-aged bride who has made it through tough times and wants to renew her vows. Each of these brides requires the services of a wedding planner but each of them wants distinctly different things. The first bride who has never been married before wants the fairy tale big white wedding with all the trimmings. The second bride who is remarrying has done the big white wedding so although she still wants to have a magical day, she wants something a lot simpler. The final bride has been married for quite some time and her first wedding was quite small and intimate because they didn’t have lots of cash to splash, now however she is planning the wedding of her dreams.
The wedding planner will gather different information about these brides, she will offer them different services, she will offer them different choices, she will speak to them in a different way because the wedding planner knows that each of these brides is looking for very different things.
If you offer different products or services, then ideally you would have a different ideal client in mind for each which will help you to tailor how you write about them.
I have no idea where to start.
If you are struggling with pinpointing your ideal client then I can help. You could either download my eBook, Back to Basics Writing for your Small Business, which will not only take you through the steps to identifying your ideal client but will also show you how you can use this information to write the rest of the basics for your business.
Alternatively, you can book yourself in for an Ideal Client Power Hour where we can discuss in-depth via Zoom who your ideal client/s are. At the end of the hour, you will have a full bio of your ideal client and the knowledge of how to use this to write anything for your business. You will also be sent a copy of the recording of the meeting within two working days.