Are you passionate about your product or service? You love to help others. You share your message well face-to-face. But, do you love to write about your business?
What a disappointment when I read business web content that makes me yawn!
Why? I can’t give one good reason to use their services after I read their website. It’s such shame, because I know most businesses care about delivering a great quality service or product.
Fuzzy, unclear web copy is like getting the wrong prescription in your new glasses — you can’t see and those glasses will collect dust!
Your potential client wants to know ONE thing — what’s in it for me? Before you can answer their burning questions, you need to answer this question : WHO is your ideal potential client?
1.) Create a word picture of your ideal client.
What do your current clients look like? Are they your ideal clients?
Small town? Big city?
Deep pockets or tight budget?
Most importantly, what are their specific needs or “pain points” that you can solve?
This is called creating your ideal client avatar. Flesh in as many juicy details as you can.
Young urban professional. Gen X, Y, Z or Millenial? Married? Kids? Home-owner or renter? Sports car or SUV owners? Both, hopefully!
Now hang this up in front of your eyeballs and talk out loud.
Write as you talk. This is time to put on your “Super Business-Person” cape. What would you love to tell your ideal client?
Here’s a brief sample of how this works for me:
My ideal client: a successful business owner or professional service firm/provider who already understands the importance of marketing content and is willing to pay accordingly. They have a budget set aside for marketing. Bing!
They want words that shine, client success stories, warm email marketing, regular blog posts, and web copy “makeovers”.
They let me talk to their clients for them, but will jump on the phone to tell me the latest and greatest about their business. They take pride in their work.
My ideal clients are successful and know they need to delegate their content marketing.
Writing about themselves is hard — sometimes painfully so.
Having an objective outside set of eyes and voice for their business brings much-needed clarity to their business voice.
It’s the power of brainstorming or a mini-mastermind session.
Finding time to create quality content is also painful for them.
Maximizing their time and business productivity is their Mount Everest. It’s a constant challenging climb to the peak!
When they get home, they want to leave work behind, take those weekend trips with family or friends, and let their content do the work while they play! (SUV owners for family trips, and sports car owners for fun, right?)
They “get” it. Words sell for them.
2.) Brainstorm with other business owners.
Get talking! Hone your core business message. Ask your fellow business friends: Do you understand clearly what I do?
Ask them about their business. Find out what makes them shine.In this process you may discover more about your own business.
Next, write like you talk. Write a paragraph. Shrink that paragraph into one short sentence that describes your business in a nutshell. This is your core business offer or message.
3.) Research your competition online.
Do they state their core offer clearly? What do you offer that is different and unique from theirs?
I recently researched the eye doctor I’ve used for the past four years. The online reviews were dismal! I wasn’t surprised.
I asked questions of his staff. They don’t perform quality control checks on their newly-prescribed glasses. If their lab makes a mistake, no one cares unless the client complains.
When I called a local competitor, I was blown away by how much warmer and friendlier they are on the phone. I would switch eye doctors in a heartbeat if my insurance allowed based on this fact alone.
Maybe you’re small but super-helpful! Get some great client success stories online, pronto!
4.) When you research your competitors online, write down the alternate key words that pop up.
Make a list of all the search terms your competitors rank for. This is one way to find out what your ideal clients are looking for.
Be sure to include these key words in your online marketing content. Your clients can find you and your SEO will improve!
5.) Now talk to your clients.
As you talk out loud, write things down. Look at your client avatar and talk.
Selling insurance, for example? Talk to the hard-working couple just making ends meet. How would their world crumble if either one was killed in an accident with no insurance to cover burial expenses let alone living expenses?
6.) Finally, just ask!
Provide a simple survey for your current clients. Ask them what problems sent them your way.
What are their biggest challenges?
Did your business provide the solutions they were looking for? If not, why?
This survey can be sent in email or as a simple form in your business office.
Some doctors’ offices are using an iPad or a touch screen at the checkout desk for their clients to provide feedback.
The fast food industry has been doing surveys on receipts for a while. It’s an effective information gathering tool.
Get your clients talking to you!
As a bonus benefit, depending on your industry, you can create free, downloadable content for your potential client.
Even a small act of generosity can create connections with potential clients.
After all, our clients all share one thing in common — what’s in this for me?
Feel free to print and share this little guide, by the way!
If you’d rather just pay someone and get your business content written clearly and promptly, I’ll be happy to “talk” to your clients for you.
Helping you succeed with the written word is my business mission! Call Julia at 443-362-8789 or email at firstname.lastname@example.org I’d love to chat.