Who are you talking to?
When you write your website copy, promotional emails, marketing materials, ezine or newsletter… do you know who you’re talking to? Who are you talking to on social media?
You want to be talking to your ideal client, right? And you want to attract those clients and make an authentic connection with them, right? You want them to feel that you “get” who they are, that you understand what they want and need, that you have answers and solutions that can help them.
Well, in order to do that, you need to use language your client uses every day. You want to use the words and phrases that resonate with them, that are continually running through their minds. The words and phrases they use when talking to their friends and family.
Are you doing that?
Because all too often I find that many entrepreneurs are using language that is common and familiar to them but is foreign and off-putting to their prospective clients.
I’ve been working with a psychotherapist on his website copy and sure enough! He’s using all those psychoanalytical phrases and terms, some of which have become pretty common (like co-dependance and family of origin) but all of which are rarely if ever used by his ideal client. In fact, his potential client may only know that he or she is sad or tired or angry or anxious. They don’t sit around saying “Oh, I’m feeling a little dysthymic today due to the fact I’m an Adult Child of Alcoholics with repressed memories and trauma which stem from the dysfunction of my family of origin.”
If you want to connect with your ideal client, you have to speak in their language, not yours. Yes, you most certainly want to use your own voice and personality, but use their language. This means you need to know who your ideal client is, what they think about, what they talk about, what they care about!
That’s your Tough Love Tuesday tip for this week! Let me know if it was helpful or if you have questions about writing to your ideal client by leaving a comment in the space below this post.
Lots of Tough Love,
Nancy