If you already have a website and maybe even some social media accounts, you might be underwhelmed by the response you are getting. You can see by the statistics that people are coming to your website, you know that some people, at least, are seeing your Facebook posts in their newsfeed, and you have a few Twitter followers, but the engagement and sales just aren’t there. Why?
You are not attracting potential clients
Because your blog and Facebook posts cover all kinds of topics that may or may not appeal to your potential clients. And they don’t appeal to them because you don’t know who they are. You are just posting whatever interests you but doesn’t address the their concerns. They don’t find any benefits in reading what you are sharing.
So what do you do?
You create a profile of your ideal client. Yes, this can seem a bit weird. Maybe you were never good at creative writing in school, but created a profile of your ideal client is essential for successful engagement. You have to know who you are writing/posting for and what they want to see.
How are you supposed to know who your ideal client is?
This is difficult if you are just starting out, but not impossible. You can use your imagination to create a profile of the ideal client. Later, I will give a list of questions that will help you with creating a profile. If you already have some clients, you can use what you know about your clients to fill in the profile. The most important thing to remember is that your current clients may or may NOT be your ideal clients.
But, won’t that limit who your clients are?
Knowing who your ideal client is and their problems, fears, and desires helps you craft posts and website content that specifically addresses what your potential clients want. By doing this, your writing will be much more focused and people who read your blog or social media posts will know who you are and what you offer.
One of my favorite blogs is for freelance writers. I am not a freelance writer but, as an entrepreneur, I have many of the same issues in finding work/clients, motivating myself, marketing, and of course writing copy. I usually ignore the posts that relate specifically to freelance writing, but even then I sometimes find a nugget of useful info. I probably don’t fit her ideal client profile, but I will certainly recommend her blog to any freelance writers I happen to meet. So if she doesn’t make a sale to me maybe she will to someone I refer.
This shows that people who do not fit your ideal profile will also be interested in what you have to offer. The purpose of the profile is to help you focus on what content you provide in your blog and social media posts, tweets, pins, etc.
Writing your ideal client profile
- identify what products/services you provide.
- what benefits do your products/services provide.
- what kind of person would most benefit.
- are they male or female?
- how old are they?
- are they married or single?
- do they have children?
- what kind of job do they have?
- where do they hang out online? Which social media outlets?
- how often are they online and when?
- are they well-off financially or struggling?
- what are their main concerns in life? (even concerns that your products/services don’t address)
- what fears do they have? (even concerns that your products/services don’t address)
- how will they feel if they buy your product/service?
- how will their life change?
- any other information you can think of that would bring this person alive to you
Create a persona or two
After you do this, if you are still feeling creative, you can create a “persona.” Give the persona a name and write a story about her or him that includes all the information you wrote down to the previous questions. You might find that you can create more than one persona, but don’t make up more than three.
What to do with the profile
When you go to write or share ANYTHING think about the profile and ask yourself if that person would be interested in what you are going to share. How will they benefit from what you want to share? Make sure you focus on how your ideal client will benefit in all of your communications. There maybe pages on your website that explain your products/services, but most of what you write, post, or share should benefit your client. That will make them interested in what you share.