I’m tricking really. There is no secret. It’s just common sense. You need to know your ideal client inside out and really tap into her with every piece of content that you put out into the digital world. So, grab a pen and paper and jot down a few points as you read on so that next time you need to write for your business, you can craft your perfect message.
Be clear on what she looks like
This is the demographics (or what I call the boring stuff about her) – her age, situation, family structure, where she lives. There is no point LOLing and WTFing if your client is over 50. They just won’t get it. And if they don’t get it, they move on to find someone else that they can get it with.
If you’re stuck on this point, have a look at what your current followers look like. Both Instagram and Facebook have this information contained in their Insights. Google Analytics is also a great place to find out this information.
What does she REALLY look like?
Now scratch the surface a little. What does she do in her spare time? Does she even have spare time? Does she listen to podcasts or read magazines, what is she googling? Digging deeper here will help you flesh out ideas on what she may be interested in. This will help you tailor your content by sharing appropriate information, advertising where she hangs out or writing blogs about what she’s searching for.
What does she feel?
This is a juicy one and may require some quiet meditative time, or alternatively a big sheet of paper and coloured textas! Whichever way you like to roll, take some time to get under her skin. What feelings lead her to you? What situations lead her to you? What is going on in her life that she is struggling with right now – either in her business or her personal life?
Write down the words, the feelings and the descriptive situations that come up. If you’re not sure, ask the question in a Facebook group. Many groups have themed days to ask questions. Say something like “if you are [insert demographics] and need help with [the problem you solve], what words would you use to describe how you’re feeling right now?”
Bringing it altogether
So now you have a great description of your ideal client, everything you write is for her and only her. Pretend that you’re writing to just one person, rather than an ‘audience’. By doing this you will be describing her exact situation, creating a connection that resonates with her so strongly that she will want to follow you, find out more and be more likely to engage with your content.
If you can make continual connections with your ideal client with your content, then more of your ideal clients will want you to solve their problem!
Can you see that by tailoring your content for one specific person, rather than trying to catch everyone in your messaging, you will be able to grow your business organically through connection?
If you need help with creating content that speaks to your ideal client, we can create a bespoke package for your business that includes blogs, email marketing and social media. Or just call me for a chat for ideas. Always happy to help!