Sitting down at my computer to force out a Facebook post which sounds inspirational, but not cheesy, but still value-centered, but not too sales-y, was a daily struggle for me. Sometimes it still is.
You feel as if you pour your blood, sweat, and tears into every email, headline, lead magnet, and every social media post. But when it comes to a reaction, it’s crickets. So frustrating. Infuriating, even.
How to write copy to attract your perfect client.
- Make sure your target market is right for your offer.
- Get rid of “cheap” phrases.
- Know your perfect person better than they know themselves
- Nail your target market and strategy
- Follow the experts that “speak” to you
Before worrying about copy, make sure your target market is right for your offer
“Lisa, everyone says they can’t afford me. How do I attract better people with my content?”
I hear this a lot – the issue isn’t the people. It’s the offer that’s making the crucial mistake.
Sometimes, it doesn’t matter how brilliantly written your copy is - if your product isn’t built for your perfect person, they won’t buy. Let’s start with some examples of offers which are inherently designed for people who are not going to buy, no matter how many times you flip it.
- You’re selling vegan educational courses that teach people how to be vegan on a budget
- You’re coaching college students on how to study better
- You’re showing travelers how to backpack across Europe on $7 a day
These audiences are not going to become paying customers - no matter how good your copy is, it will never change the fact that…
- They can find a lot of resources on all three of those topics for free on YouTube, blogs, and Pinterest, and will opt for free options 9 out of 10 times
- These issues aren’t urgent or pressing for the potential buyer
- Even if they do buy, they won’t invest at a high-ticket level, since they’ve framed their entire lives around the Budget Mindset
Those people are the freebie seekers. Keep offering items and copy like that and you will never have a successful business. A successful hobby, yes. But not a revenue-growing business.
In order for your offer to attract your perfect client, your offers need to speak to the action takers. The people who are ready to act today. Not beginners (generally). Not budgeters. Not half-in-half-out folks.
People who are already committed to your area of expertise, people who have already put their money where their mouth is, people who feel the urgency of solving their problem, and a commitment to improving their lives:
- A vegan health retreat for older women who are committed to losing weight and regaining their energy through natural lifestyle choices. They also want to come together with like-minded women to eat delicious food, have a relaxing vacation, and learn from various vegan experts on its benefits.
- A coaching program for busy CEOs and executives who want to be more focused, organized, and energetic throughout their workdays. They know that if they don’t get a hold of this now, they’ll be completely burned-out by the time they’re 60, and will feel that they’ve wasted their lives away.
- A course on how international speakers and experts can leverage credit cards and airline points to get extra vacations throughout the year.
See the difference? These are all people who are already invested in their goals, people who urgently want to solve a problem, and people who walk their talk and are committed to reaching a solution.
So before blaming the wrong people for being attracted to your offer, examine what you’re selling and see if it’s designed to attract low-commitment, low-budget, freebie-seeking people. Then fix it. Today.
Get rid of the “cheap” phrases
Certain phrases, ideas, and words will attract plenty of people but they will be low benefit consumers at best. Once you eliminate them from your vocabulary, it will drastically change your conversions.
Here are some classic questions you want to avoid in any format:
- Struggling to pay for rent, car payments, or bills?
- Just “scraping by”?
- Feeling limited by finances?
- Feeling broke?
- Struggling with debt?
- Operating on a budget ?
Avoid anything that reeks of “freebie-seeker” or “get rich quick”. It’s all bullshit and actions takers can see right through it.
At the same time, you also want to avoid those bogus, cheezy, general, promises that fall into phrases like:
- “You can make $X in X days!”
- “Zero risk to you”
- “Make sales/change your life/lose 10 pounds/fix your relationship this week”
- “Building a business/losing weight/fixing your relationship has never been easier”
I’m hearing people coughing “bullshit”. Are you?
These are bullshit phrases because:
- Low target audiences love quick, easy overnight solutions (which don’t exist anywhere)
- Your perfect client can spot the “too-good-to-be-true-ness” from a mile away and won’t opt-in
- The above statements are “easy access” – they aren’t dialed into a particular demographic, which means that anyone can say “Yes Please”.
You don’t want to attract everyone, and by stating broad, shiny, bullshit promises, like these above, there is a low barrier for entry.
Access to all is not what you want for your business.
Stay exclusive. Have standards. Save the “cheezy” for dad jokes. 😉
And if that means “scaring” people a bit by showing that the transformation you’re offering isn’t easy, and it requires hard work, then do it.
In my business, I would rather be blatantly transparent and turn people off – but have the right people join my high-ticket offers – than have everyone booking coaching sessions with me.
Don’t be afraid to let people know who your business isn’t for. It will save you time, money, and sanity. Trust me.
Get to know your “perfect person” better than they know themselves & understand their human experience
Once you fully understand this, you can embody it, and empathize with their experiences to the point where you can articulate it better than they can. The more specific you can be in your copy, the better.
Answer the following questions to get to this level with your target market, as it pertains to your expertise:
- What are your target market’s deepest fears? What keeps them up at night?
- What excuses (or “barriers” in their minds) prevent them from taking action in your area of expertise?
- What motivates them on a daily basis? If they solved the problem that you helped solve, how would that change their lives?
- What are their ultimate life goals? Where do they want to be five years from now?
- Why have they not achieved that goal, or made progress, on their own?
- You want people to read your copy and say, “Wow, I feel like “so and so” knows me so well - how is that possible?”
The deeper that your target market feels that you truly understand them and their struggles, triumphs, and goals, the closer they will feel to you – and the closer they will become to being your perfect client.
Nail down your specific target market and your strategy
This bears repeating, as I’m sure you’ve heard it before: “If you’re speaking to everyone, you’re speaking to no one.” Let me say it again: “If you’re speaking to everyone, you’re speaking to no one.“
Get super clear the specific person you serve AND the specific strategy you teach.
For example, if you’re a mindset coach for women, you want to identify the target market and the strategy within that market you’ll focus on.
Potential Target Markets:
- Women in corporate jobs struggling with time management, overwhelm and burnout
- Women who are mothers and are having a hard time prioritizing themselves and have lost their self-worth
- Women who are full-time entrepreneurs and are scared to become leaders. They need help gaining confidence around getting on stage and speaking, going Live on Facebook and positioning themselves as an expert in their field
Potential Target Strategies:
- A practical thought work application
- Journaling and reflection
- Meditation and yoga
- Mantra development
So again, get clear on your perfect client and strategy and work that into all of your copy. Don’t be afraid to turn people away. The more specific you get, the higher quality leads you’ll attract.
Think of it this way, which is better: to have 100 people who spend $300 a month consistently or 1000 people who spend $300 one time?
Follow your mentors, the mentors that “speak” to you
I personally have read dozens of autobiographies written by women (and men) and the ways in which they’ve articulated their stories, experiences, and values have resonated with me so deeply that it’s influenced how I connect with my audience.
Basically, I didn’t re-invent the wheel with my approach – I studied what I saw others doing well, and adopted what I liked.
Aside from practicing, the best way to improve your copy is to read the books or copy of those you admire.
If there are specific entrepreneurs you look up to, study their lead magnets, blog posts, and email blasts.
If there are specific authors you admire, read their books repeatedly, if there are specific journalists you admire, read all of their articles. (See my list below.)
I also recommend reading physical books, not just listening to them on AudioBooks or some other app. The reason why is because you pick up a lot of grammar tricks and see how to break down ideas in a way that isn’t overwhelming, but compelling.
As you can see, this is not an ‘easy trick’, there’s work that goes into being a better writer, and appealing to the right audience. But if you put in the time and effort, you’ll eventually see the results. Take my word for it. Your perfect client WILL seek YOU.
These are the authors and books I can’t live without. I refer to them OFTEN. These five authors speak to me in ways no one else has been able to. I’ve cut out all the noise and follow the first four on social media and their newsletters.
This list contains affiliate links. If you click them and make a purchase, Website Fairy Godmother may make a small commission.
- Kim Walsh-Pillips and Dan S. Kennedy – The NO BS Guide to Direct Response Social Media Marketing
- Tim Ferris – The 4-hour Work Week
- Will Leach – Marketing to Mindstates
- Carol Dweck – Mindset: The New Psychology of Success
- Dale Carnegie – How to Win Friends and Influence People
Tell me down in the chat — which experts do you follow? Is there someone you think I need to know about? How do you attract your perfect client?