Too often there’s a disconnect between what we want to sell and what our ideal customer is looking to buy. I’ve heard marketing experts share that we need to, "sell them what they want, so we can then give them what they need."
For example, even though we know, as coaches, that people need life balance, serenity and better self-care, they may not be ready to even think about those things. They may, however, be very open to a solution that addresses what they ARE ready to deal with.
To write in a way that your ideal customer will relate and respond to, imagine that you’re a fly on the wall at a coffee shop.
Your ideal customer is confiding in a friend about a problem. It’s a big problem, and it’s keeping her up at night.
What words would she use to describe the problem? Get as specific as you can about:
- What is the problem?
- Why is it a problem?
- What’s the impact of the problem?
- How will her life be (and how will she feel) if the problem continues or gets worse?
- What solution is she searching for?
- How will her life be (and how will she feel) when she finds that solution?
The closer you can match the words your actual customers and potential customers are using to describe their problem and YOUR solution, the quicker they’ll be able to see that your product or service is the match for them.
Writing Prompt: Write out the conversation between your ideal customer and her friend. Read it out loud and really get into character. Channel your customer! Now bring that exact language into your next article, blog post or promotional email and get ready to connect.