Have you ever taken a marketing 101 class?
They tell you to join the conversion going on inside your ideal client's head.
But first you need to describe your ideal client in great detail.
I'm sure you've heard that a million times especially when you were a marketing newbie.
- Where do they live?
- Are they married? Divorced?
- Do they have children?
- Did they graduate from college? Which college?
- Where do they work?
- What do they do for a living?
- How much do they earn?
- What are their hobbies?
- What car do they drive?
You get it.
Learn as much about your perfect client as possible and document it.
Then you dig into their psychographics where you paint a more detailed picture.
- Dealing with issues of unintended weight gain, diabetes, lack of energy, and hormonal imbalances
- Concerned with health and appearance
- Wants a healthy lifestyle, but doesn’t have much time
- Enjoys going online in the evenings and is a big fan of Pinterest
- Tends to favor quality over economy
- Finds fulfillment in her career and family
- Values time with a small group of friends
I created excruciatingly detailed profiles of my ideal male and female clients.
Next, I created a menu of the problems I solve for my clients.
My vision was they would find my content and website online then look at my menu of services.
They could pick and choose the services I provide, like the a la cart menu at your favorite restaurant.
I started connecting with my "ideal" clients on LinkedIn.
I shared content every day, sometimes up to 10 times a day, to grab their attention.
Some people would Like and Comment.
But my "ideal" clients weren't biting.
Of course, I want to work with well-educated, affluent clients who can afford my services.
After years of frustration, I realized...
...maybe these fictitious characters I made up in my head weren't suffering from the problems I solved?
They didn't need the services I provide.
That's when I had the lightbulb moment.
I was doing it ass backwards.
Instead of creating a fictitious character who I WANT to work with, I should find out who's having the problems I solve and engage with them.
PROBLEM -> TED'S SOLUTION
Today, I know who my ideal client is because I've been at this for a very long time.
In the beginning I was making everything up and I was totally wrong.
If you're just getting started, what's the best way to find out what problems your potential clients are having?
It's not as hard as you think.
I used to travel a lot for work.
I spent countless nights in hotel bars shooting the shit with other professional travelers and bartenders.
Having a beer with a stranger is a great way to get to know them.
Casual conversations with no agenda.
They will tell you more than you ever wanted to know.
John Carlton teaches this strategy in his Simple Writing System copywriting program.
A man walks into a bar...
What are you doing at Noon Pacific today?
Lorrie Morgan is my guest on a special edition of Tuesdays with Ted.
I met Lorrie in the early 2000s when we were marketing newbies.
Today, she's one of the top copywriters and she's going to share:
- How to get inside the heads of people who are desperately looking for your product or service. It's not mind reading, but it's pretty close.
- Instantly grab your prospect's attention with one simple (but insanely powerful) "fill in the blanks" phrase. You'll understand how and why this phrase works. And we're going to give you lots of examples of this phrase in action!
- Clearly and quickly explain the value of what you deliver without being “creepy” or “salesy”. I've got a simple formula you will copy and use over and over again.
- Close more sales with confidence and integrity using these three "persuasion shortcuts." There's no need for high-pressure sales tactics once you know this strategy. Selling is easy when you have this system.
This is not a pitchfest.
Lorrie and I will be having a casual conversation about identifying and engaging your ideal clients online.
I believe becoming a better writer is critical to making a great first impression, building your reputation and engaging your ideal clients.
Copywriters are experts at using language that engages the reader.
The fastest way to becoming a better writer is to learn the fundamentals of copywriting and writing every day.
LEARN -> DO
You don't have to spend years mastering the art of copywriting.
Just learn the basics.
Join Lorrie and me today at Noon Pacific/3 PM Eastern to see how you can become a more engaging writer.
>>> See you soon