When you’re marketing your business, whether you’re writing blogs, social media posts or your website content, who are you writing for?
If your answer is “everyone”, then you’re actually writing for no-one. Because “everyone” is so vague that it isn’t really anyone. You’re just shouting randomly into thin air, and there’s no reason why anybody should listen.
Aim at One Person
It’s much better to write for one single person. Think about your existing customers. Who’s the perfect customer — the one you want a hundred more of? Or who are you seriously trying to onboard? Write straight to that person, and readers who are reasonably like them will relate to it too.
If you can’t think of an actual person, then invent one. What kind of person do you really wish you had as a customer? Give them a name, decide where they live, how many kids they have — everything that defines them. Then keep them in your mind anytime you’re writing.
Your Ideal Customer
If you already know your ideal customer, then you shouldn’t have too much problem, as long as you know a bit about them. If you have to invent one, though, isn’t that hard work? How do you even begin?
Yes, it is hard work — but perhaps not as hard as it seems.
Ideal clients are often best reverse engineered. What do you want them to buy? How do you want them to buy it? What needs will that sale fulfil for them? You should know this already — and, if you don’t, your whole marketing approach is likely not to be working.
Make a list of all these needs, and then list all the attributes of a person who has every one of the needs to buy your goods or services. Then you can work backwards. What characteristics will that kind of person most typically have? What demographic do they belong to? Where are they likely to live? What will their financial position be?
And so on. Ultimately, you should be able to nail your person down to the extent that you can give them a name, and even the names of their partner and children, if any. Over time, this person will come to seem almost like a friend.
What About Everyone Else?
So, while you’re writing for your new bestie, what about everyone else you want as customers? Can you really manage with just one?
Of course not — and you don’t have to. As long as you’re aiming for your perfect customer, you’ll also be appealing to anyone who’s slightly similar. Of course, anyone totally unlike your target won’t be interested. But then they’re probably not a good fit for your business, anyway.
Whether you have a single person, real or imaginary, that you write for, or whether you need to do the exercise I’ve described, have a chat with me to see how I can help you with your written marketing.