How to get inside your ideal client’s head so you can write copy that empowers them to invest in you
You know that feeling when you’re reading a sales page and it feels like EVERY bullet point was picked straight from your head?
Like the business owner who wrote it understands your situation so well, they may as well have been a fly on the wall in your office, or a fellow commuter on the way to the job you hate?
That’s not by mistake!
Copy that attracts aligned clients like bees to a flower starts with a deep-rooted understanding of WHO your ideal client is and where they’re currently at in their journey.
Even if you haven’t personally experienced what your ideal client is going through right now (like trying to find the perfect wedding vendors, or infusing your brand with authenticity), with a good understanding of them, you can still speak their language and meet them where they’re at.
You’ve just got to do a bit of digging!
Why does it matter how well you know your ideal client?
Imagine meeting someone for coffee, saying the bare minimum ‘hey’s and ‘how are you’s, and then launching into a business pitch. You probably wouldn't expect that conversation to go over very well, right?
But that’s what your ideal client is feeling when you don't take the time to get to truly know them – they’re left feeling like they’ve been pitched out of nowhere. And that’s a killer for your conversions.
You need to establish a connection first. And to do that, you need to ask a few questions and get to know them!
Sure, you might know who they are on the surface – how old they are, what they do for a living. But to build a human connection that builds a strong foundation of trust, you need more.
What do you need to know about your IC?
What problem are they facing right now? What are they looking for and what’s standing in their way?
What would happen if things stayed the same?
What could happen if they took the step to change things?
WHO do they aspire to be, and how can your offer help them to be that person?
What are the values that drive them? WHY do they do what they do?
Because what’s really important, is what’s going on internally
As humans, we can be pretty self-centred, and that means your reader only really cares about their story. Lingering at the back of their mind is the question: what's in it for me?
So what’s their internal story? What's going through their heads as they think about their frustrations and desires? Write it down!
How can you use your research about their problems and desires to tap into that story?
Try the WHY test to dig deeper!
Specificity is powerful! For every fact about your audience, or every benefit included within your offer, take the time to ask the question WHY.
Why does this make my IC feel X feeling?
Why does it matter that Y is included in my offer?
Why should my IC take action today?
And keep going until you’ve got some juicy, on-the-nail, ‘can she read my mind?’ statements to sprinkle throughout your copy!
What to do with your research
Make a note and keep it handy! You’ll want to refer back to your ideal client research whenever you’re writing for your business – whether that’s marketing emails or website copy.
You don't have to pour all of your research into every single piece of copy you write, but do make sure to target your pain points and/or desires, based on your content goal.
With this deep level of understanding, you can show your reader that you’ve taken the time to truly understand them and have the ability to help them get to where they’re going.
Ready to elevate your copywriting game with more ways to connect with your ideal clients on a deeper level? Follow @pickofthebunchcopy on Instagram for more content on how to craft copy that connects, empowers, and converts!
