Last post we talked about the issues with attracting the wrong type of clients because of unclear or ineffective brand messaging.
Not only does it make for a frustrating client experience, but working with people who aren’t aligned to you and your business can lead to burnout and overwhelm.
Instead, you can create a sustainable business you love showing up for every day when you consistently attract the clients who –
- share your values and interests
- work in sync with how you work best
- you can serve at your best to provide with the most value
By having a clear brand message, you can create effective copy (aka words that sell) to your ideal client on any platform of choice – your website, social media pages, email newsletter, ads, and more.
Think about it – do you buy a product or service without reading anything at all about it? Whether it was a blog post article, product description, or the customer reviews, the fact is you read words that prompted you to buy.
So trying to sell your valuable offer online with little to no words – aka copy – isn’t going to cut it.
In this post, you are going to get three tips on how to create copy in alignment with your messaging that highlights the value of your services, attracts more clients to your business, and gets them excited to invest in your solution.
1. Review your research on your target client.
It always starts here — you absolutely need to have a clear, detailed picture of your target client to create copy and content that positively inspires them to take informed actions.
What is the challenge that you solve for them? Why is this challenge such a problem for them?
For me, I help businesses highlight the value of their health solutions with clear messaging and copy so they can attract more of their audience. The challenge my clients often face is transforming complex concepts into compelling messaging that helps their target clients understand their own challenges, trust my clients’ businesses, and invest in their solutions.
The reason this is such a problem is because many people struggle with health challenges that are affecting their quality of life each day, and either don’t yet realize they have a problem or that a solution exists. Strategic copywriting and content marketing helps my clients reach those people so they can change more lives while growing a profitable business.
With your own clients, you must understand the problem your audience faces on every level. You have to learn how to speak about the problem and what life is like for them because of it. You especially have to uncover how your solution will change their lives. Learn how your client describes themselves, their challenges, and the transformation they are looking for, and you can those exact words in your copy (and to drive your content marketing strategy too!).
2. Make your writing more “readable”.
There’s a lot more that goes into capturing voice and tone than I can cover in this short section. But as a B2B or B2C business, here’s an easy way to think about how to write your copy.
Is your copy magazine friendly? When someone picks up their tablet to peruse the internet at the end of the day, will they keep reading what you’ve written? Or will they pass it over for something easier to digest?
Research has shown that reducing your writing to a 6th to 8th grade reading level helps more people from the general public understand and respond to what you’re sharing. For more technical audiences, a 10th grade level may be more appropriate, but as a rule of thumb, avoid making your language unnecessarily difficult.
Review your writing to see where you can remove jargon and complex language from your copy. Ask yourself how you can explain concepts in simpler language or use graphics to enhance readability. One tool that can help with assessing your writing is the HemingwayApp, which allows you to see where sentences match or don’t meet the grade level you’re aiming for. By increasing readability of your copy, you can help people access and easily understand the information you want to share with them, helping to inspiring action in more of your audience.
3. Keep the focus on your ideal client.
Last but definitely not least is you always keep your client in the center of your writing.
People don’t want to really learn about you, your business, and your offers unless you let them know immediately and consistently why they should care. In other words, how is the information you’re sharing related to the problem you solve or helping to improve their life in some way?
For example, nobody cares if you’ve been in business for 5 years. But if you being in business for 5 years means you’ve helped ‘X’ amount of people with the exact same problem your reader now has, then that clearly connects your expertise to proof that you can help.
Another simple but effective thing to do is to look for how many “I” statements you have littered throughout your copy. How many of them can you convert to a “you” statement? (So maybe change “I provide a 30-minute consultation” to “you get a 30-minute growth consultation, valued at $1500, for free”. )
Incorporating a simple switch like this can help you focus on creating copy that puts your reader in the center of what should be their story, and demonstrates your empathetic connection to both the problem and ideal solution.
Are you a health solopreneur who needs Magnetic Brand Message to create copy that converts?
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Recap
If you want to write copy that attracts your ideal client you have to–
- Understand them, their challenges, and the transformation they’re looking for.
- Use simple, clear language to enhance the readability of your writing.
- Use audience-focused language so they always know what’s in it for them.
If you’re ready to connect with “your” people and cultivate an enjoyable, profitable, and sustainable business, use these tactics to develop clearer, more compelling copy.
And if you need help improving or creating copy to attract more of your audience to your business, book a call to learn how I can support you.
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