Content Mastery Guide

Editor and Ghostwriter

Who Are You and What Do You Want? Writing for Your Niche

By

I have some bad news, and it might be tough to hear.

Not everyone is going to like you, trust you, believe in you or want to work with you.

You might be rolling your eyes and thinking, “of course not, I didn’t think that …”

Take a good look at your marketing, though. Who are you writing your marketing messages and promotional materials for?

I hear so many small business owners say “I work with anyone who …”

Even if you truly believe that anyone and everyone could benefit from your solutions and services, if you try to dilute your message to appeal to everyone, it will not stand out to anyone!

Choosing a niche market is a courageous step. If you’ve done it, congratulations! Please read on.

If you haven’t done it, please take the Lighthouse Test by Jan H. Stringer and Alan Hickman. [Update December 22, 2014: The test is now available here with a subscription to the Attracting Perfect Customers newsletter.]

Once you’ve chosen your niche, here are three ways to make sure that your writing is targeted to exactly who you’ve decided to serve.

1. Know your niche.

[Updated December 8, 2012] When she used to have a business called Money Smart Woman, Cindy Morus created a composite ideal client named Debting Debbie. She could tell you anything you needed to know about Debbie, including what kind of place she lived in, her education level, what she cared about, and how much money she made.

What’s more, every time Cindy sat down to write something for her website, newsletter or other promotions, she knew exactly who she was writing for.

Even more important? Debting Debbie, sitting at her computer, could feel that Cindy was talking just to her. She felt seen, heard and understood, and she instantly connected to what Cindy was offering.

As well, there were a lot of people that heard or read Cindy’s message that had a “Debting Debbie” in his or her life, and they instantly recognized this was a website they should pass along.

2. Write headlines that draw the right readers in.

Be as clear as you can in your headline about what the reader will find within. Yes, it’s important to get the reader’s attention by asking questions, using a snappy catch phrase or making a bold statement. But you also need enough detail for your ideal client to know that this material was written just for him or her.

Even if you don’t address the person you’re writing the article for in your headline, you can address the problem they’re looking to solve or the solution you have to offer.

3. Research, read and collaborate to write for your niche.

Andrea Lee introduced me to the concept of being a Google for my website and blog visitors. In Multiple Streams of Coaching Income, she writes:

“The fact is people are no longer looking for more information. They are looking for the exactly right information at the precise moment they want it.”

Keep up with the newest trends and read the latest news. Find, evaluate and share the information your ideal client is looking for.

Also, remember that two heads can create more content than one. Collaborate with another expert in your area of specialty – someone with a complimentary service to your own. Write an article together, interview them as an expert and publish a podcast or package it all together with a learning guide you can both sell as a product.

Quick Writing Prompt: Who’s the “Debting Debbie” of your niche market? Now look back at something you’ve written and evaluate whether he or she will see themselves.

Note: This article was edited on July 26, 2008 to conform with The Customizable Style Guide for Coaches Who Write.

Look Around and Make Connections

By

Some of my favourite articles to read and write are those that connect seemingly disconnected things. What does going to the gym have to do with marketing? Alexandria Brown can tell you. What does winter driving have to do with creativity? I explain that in this 2005 article.

To start making connections, try this three-step process:

  1. Notice something interesting. What are the concrete facts? What's happening?
  2. What's interesting about this? What does it mean? What's behind the facts?
  3. How can this relate to a problem that your target market is facing, or a solution that you've discovered?

Quick Writing Prompt: Notice one thing in your day-to-day travels today and connect it to your work with your target market. Keep practicing and you'll start seeing connections everywhere you turn.

Top 10 ways to re-use frequently asked questions

By

  1. Publish an FAQ page. If you haven't done so yet, add an FAQ page to your website. If you already have one, update it with new questions as they come along.
  2. Save time on your next reply. Keep a copy of your response in a special email folder to recycle when the question comes up again.
  3. Hit the drawing board. Create a product that solves the problem – not just for that one person, but for many.
  4. Mine for content. Turn your reply into an article or a series of articles.
  5. Create an opportunity for learning. Combine five, seven or ten questions and answers into an e-course that's delivered by autoresponder.
  6. Call in an expert. Interview an expert on the topic. Record the interview and combine it with a learning guide and/or workbook to create a passive revenue product.
  7. Package the solution. Create a concrete, time-limited, flat-rate service that will address this problem or question.
  8. Search and research. Research the most current books, blogs and articles that answer the question and review those materials on your blog. Your visitors will keep coming back to you for the latest and greatest information about your area of specialty.
  9. Systemize your business. Develop terms (to share with others) and procedures (for you and your team) for your services and most common business activities. Go for maximum efficiency in minimum time.
  10. Head off questions at the pass. Edit your website and marketing materials to make sure they're as clear as possible. Try to answer the questions before people ask them!

Remember to smile and be grateful for each and every time someone asks you a question. It means they were interested enough to find out more.

A new Top 10 article prompt

By

Start your next Top 10 article with this title:

The Top 10 Reasons I used to Believe……OR this one:

The Top 10 Reasons I now Believe………

I got this idea from a political news story I was listening to on the radio about Canada’s role at the G8 summit. The reporter commented that Prime Minister Stephen Harper was a great salesman for climate change because he didn’t used to believe in it and now he does. He’s changed his opinion; he’s been convinced and is trying to convince others.

Writing prompt: Have you changed your opinion about something recently? What convinced you?

The Top 10 Ways to Make the Most of your Next Brainstorming Session

By

Today’s post is by guest author Amy Grossman, MBA. Amy is a One Page Business Plan Certified Consultant, and works with entrepreneurs and small business owners. A woman of many talents, Amy is also an expert at brainstorming and mind mapping techniques, which she uses to coax brilliant ideas out of individuals and teams.

The Top 10 Ways to Make the Most of your Next Brainstorming Session

By Amy Grossman

  1. State your topic clearly, in one sentence, at the top of the page. Be sure it is focused rather than broad.
  2. Set the timer for ten minutes.
  3. Write as fast as you can without editing. Write every idea down. Money and time are no object and anything is possible in the idea phase.
  4. Use your natural energy. Brainstorm at the time of day when you are most energetic, maybe first thing in the morning or early evening.
  5. Keep your ideas in one place. As a word document on your computer; in a notebook or journal; in a blog. This is your idea depository that you can draw on over time.
  6. Free up your creative juices with prompts such as pictures or music.
  7. Be creative on the page. Use quick sketches and symbols – instead of words – to capture some of your ideas. Place ideas all over the page. Use different color pens, crayons, colored paper, non-standard size paper (e.g. BIG) – anything to break out of your routine way of doing things.
  8. Build on your ideas. Picture a tree. One main idea is the trunk, with other sub-ideas flowing out like branches. You can draw the branches and twigs in advance so you have a structure for your ideas before you begin. Or use brainstorming software, such as MindManager®, to create mind maps as you go along. [Note from Linda: You can also try FreeMind, which is free!]
  9. Use a dictionary. Open it to a random page and pick a random word as a brainstorming jumping-off point.
  10. Stand in someone else’s shoes and think about the topic. Take the perspective of your customer, your competitor, an artist, a journalist, a doctor, a diplomat, an accountant, a mother or a child. How would they approach the question or problem?

Thanks for the great tips, Amy!

Visit Amy at Broader Vision Coaching.

Quick Writing Prompt: Set your timer for ten minutes and choose one of these ideas to launch a brainstorming session.