Knowing your ideal client is key to creating copy that converts

Do you know your ideal client?

As a small business, you can quickly become overwhelmed with everything that needs to be done, especially those tasks that don’t play to your strengths.

One of the main issues I hear my clients face is finding the time or confidence to create content. I agree, it is time-consuming, but I can’t entirely agree when clients say they don’t have the skills to create their content. Everyone can create content; you’re just starting in the wrong place.

Now, I’m not trying to put myself out of business when I say that. Of course, copywriters, graphic designers, video producers, web designers etc., all provide a vital service in ensuring a business has the best content possible. However, if you’re just starting out and don’t have the budget for these additional resources, you can still create content that converts. So,

When creating content, or writing copy for your website, you don’t start with what to write. If you try to start here, you will be looking at your screen blankly for hours, and if you do get to the point of content creation, it’s not going to resonate. The first thing you have to know is who you are talking to! Once you know this, and I mean really know this, the rest comes naturally.

Let me give you a scenario. You walk into a room full of people you have never met and are told to go and speak to the 3rd person on the left. What do you say to them? Where do you even start a conversation? On the flip side, you walk into a room full of people, and you know what they do, where they live, what their hobbies are, what their family situation is etc., and you are told to do the same thing. How much easier is it to start that conversation?

This is what it’s like when you try to create content without really knowing your ideal client.

So, this process requires some thinking, but it will set you up so that any content you create will speak directly to your ideal customers or clients. You cannot charge premium prices while trying to work with everyone. You have to zero in on your perfect client’s issues.

1. Grab a pen and paper
2. Give them a name; your ideal client is one person (you can create more than one profile, but each piece of content you create should speak to one person) – so choose a name; Sally, Dave, whatever you like.
3. What’s their personal situation? What do they do for a living? How much do they earn? What are their hobbies? Do they have children? Consider everything about their personal, financial, emotional and spiritual circumstances or beliefs
4. What’s the biggest problem they have? What keeps them awake at night? (Hint, this should be the problem your product or service solves)
5. What frustrates them the most?
6. What do they want more than anything else?
7. What is the biggest mistake they are making?
8. What steps do they need to take (just high level 3-5 steps) to solve their problem and achieve their goal?
9. What could potentially happen if they stay where they are now or continue doing what they are doing?
10. What is the biggest result you can help them achieve?

If you have really taken the time to answer these questions in detail, you have just created a massive amount of content ideas that will talk to your ideal client, show them you understand their issues and prove you have the solution for them.

I hope that helps you create your content; however, if you would like more support with creating your ideal client profile and turning it into content that converts. Please feel free to book my 1-2-1 Power Hour: Identify Your Next Client, Not Just Your Next Lead, here.

Read Next: The 7 Deadly Sins of Marketing (and How to Avoid Them)

As a content and copywriter, helping businesses attract and nurture their ideal clients to grow their sales is what lights me up. If you need help with identifying your ideal client, messaging, or communicating your offer, drop me a message today.

I hope you have found this helpful; you can also download my FREE guide to Make Your Copy POP! which is a handy desktop guide packed with quick and easy tips to write like a pro.