Avatar, ideal client or new best friend, call them what you like. We’ve all heard…
3 Tips to Write for the Clients You Want, Not the Clients You Have
Last week I spoke with a client who has been looking to enter a new market for nearly 6 months. She had a strong track record in a particular market and wanted to branch out into another market. She said that she was getting clients and receiving requests on LinkedIn but it was never for the new type of client she wanted to work with.
She felt frustrated because she felt her business had stalled and this was starting to affect her confidence. It didn’t take long to realise that because she was writing for the clients she had worked with before, she was attracting these types of clients. By changing her approach to writing, she could then attract the types of clients she wanted to work with.
Writing to engage a targeted audience is an effective strategy. When you consider statistics like Marketers who have prioritised blogging are 13x more likely to enjoy positive ROI. (HubSpot State of Inbound, 2014) and that nearly 40% of US companies use blogs for marketing purposes. (eMarketer, August 2010).
3 tips to write for the clients you want, not the clients you have, include:
1. Show you know
Know the clients you want to work with. By researching and clearly identifying the clients you want, you will be in a stronger position to target your written communication in a way that captivates them.
You will be able to identify the keywords that your ideal clients use. And use these in your writing so you are speaking their language.
Word Constructions recently said, “By understanding your audience, you can make your communications clear and relevant, which makes them more effective”.
2. Show you understand
Talk about a problem they have. Or a goal they are looking to achieve. Or something that’s happening in their industry. Show you understand their world and its challenges. If you can, use examples that they can relate to. For example, I recently wrote an article for an industry publication. In this publication I used a client example but I made the example client someone like them.
3. Show up in their community
Publish your content where your ideal clients are. Identify places where your ideal clients are and share your writing in these paces. Clients may not go to your content, so make it easy for them to find it!
Not writing for the clients you want, and writing for the clients you have is a bit like heading to the beach on a hot summer’s day in a knitted jumper, a scarf and boots. It just isn’t going to work out very well and you will just become frustrated!
In this case, the client I spoke with changed her approach and started attracting the types of clients she wanted.
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