Are you struggling with getting new clients? And are you finding that when you write content, you are attracting the wrong clients? In this guide, I’m going to cover my top tips for how I write content that connects with ideal clients. This exercise can seriously change your results with your business. These little tweaks will help you attract the people who are not only ready to work with you, but want to buy from you right away.
Tips for writing content that connects
You don’t have to be an amazing writer to connect with your ideal client. You simply need to speak to their pain points and their desire for change. To do this properly, it’s important to know who you want to work with and what they are yearning for.
Watch this content marketing video on how to write content that connects with ideal clients and then read the guide below for more details about how to get started.
Start by creating a client profile
I wish I would have created a client profile with my first business. Instead I jumped into marketing quickly without a plan.
A client profile can help you get clarity about your ideal client. But knowing who your ideal client is from the start can be tricky.
For example, when I started my first business, a balloon and helium supply company, I thought my marketing should speak to people needing balloons. So I placed an ad in the yellow pages under the keyword “balloons.”
I paid $200 a month for a tiny one inch square ad. A few phone calls came in, and they went along the lines of this, “Hi, I need 10 balloons delivered to my house.” (Picture me smacking my forehead here!)
I quickly realized I made a huge mistake.
But I was trapped in a ONE YEAR CONTRACT with the yellow pages.
How one tweak in a keyword can change everything
Locking myself into advertising without knowing who my ideal client was taught me a very important lesson early on in business. And this mistake brought me HUGE clarity. It helped me realize I didn’t want to be a small balloon delivery company. Rather, I wanted to set up monthly accounts with businesses and show them how to use balloons and helium for themselves.
I needed to make an adjustment to my keyword to attract clients who wanted to invest in their business and have a helium tank on hand to create balloon designs of their own. (I didn’t want to do the work of blowing up thousands of balloons over and over again.) It made more sense to teach companies how to use these products on their own whether it be for advertising or decorating.
I soon realized if I switched my keyword to “helium,” I would attract businesses and people who wanted to set up a longer term account. They would also need balloons, ribbon, and training to go along with the helium tank. And the best part was, I would no longer get phone calls from people wanting a small balloon bouquet!
How to create a client profile to write content that connects with ideal clients
Start by thinking about your ideal client and what they need. Take some time and create a client profile detailing demographics, attitudes, interests, worries and needs.
Write down how your ideal client might use your product or service and when they would use it (time of day, day of week, frequency).
Are they repeat clients or one time users?
What is their story? What are they dealing with, being challenged by, or wanting to achieve?
Journal about what their future looks like if they use your product or service?
What might be their objections or risk factors?
How to use the client profile to create content that connects with ideal clients
I suggest getting a journal dedicated to crafting content for your ideal client. You might also use the notes feature in your smart phone or notepad in your computer.
Then look at your client profile and think about their pain points. Journal about what keeps them up at night. What are they wanting to accomplish?
My best tip to write content that connects with ideal clients is to picture you are having coffee with them. They have just told you about their pain points and what they desire.
Now speak from the heart directly to them about their pain point.
Write as if you are speaking with a friend.
Connect deeply to their struggles or desires and show them you understand what they are going through.
If you already have clients, meet with them in person and hear their personal struggles. And then right after meeting with them, go write!
In your journal sessions, it’s important to talk about things that matter to your ideal client. Communicate clearly about what they are dealing with and why they should care about it.
Look for keywords that stand out in your writing. You might realize there are a few keywords or attributes which stand out. Circle those and then move on to journaling ideas for how your ideal client can work with you…
Write an “offer” or “invitation” for them to join you or work with you. What does it look like when they receive product or service from you? How do they work with you? Is it through a service, such as a one-on-one meeting or a group program, a product, a course, etc…
How to create powerful content and market to your ideal client
Your content and keywords need to show up on your website, in your ads, in your posts, in your social media, and in your videos.
Your top three keywords or attributes must be very clear and be included at the top of your website.
Related: How to set up a niche blog for profit and work from home
In your ads, use keywords that simply state what your ideal client needs or wants. By now, you should have a pretty good idea of what keywords trigger them.
In your posts, use keywords and keyword phrases along with your compelling content from your journal to speak to the desires of your ideal client. You can find out more here about using SEO in your posts to get ranked higher in search engines.
Finally, within your social media, use posts and video to tell a story. Refer to your compelling content from your journal to help create a story which will connect to your ideal client. You can use stories about people you know or draw from your own experiences.
Most importantly, you want your writing or offer to have a sense of urgency. Communicate in a truthful way why they need this now and how it can change their life or business. This is often shown through timing, a special price or scarcity.
For more tips about how you can connect with your ideal client, head over to our Be Passionate and Prosper Start a Business Course. We’ve included details about how you can set up advertising for free as well as tips for helping you get clear about who your ideal client is.
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