When you use the perfect words and phrases in your marketing copy, you can connect with your ideal clients and customers in a deep way. But choosing those perfect words is not that easy. However, the key to create the best marketing copy is right in front of you every time you work with one of your clients or customers.
In my work with business owners, I help them discover the words that will make a deep emotional connection with their ideal clients and customers. This connection is the key to successful websites, emails, and sales pages.
Here’s an example. I recently worked with Susan, who is a psychotherapist. She really wanted her website to be a conversation starter – not just an online brochure. It had to stand-in for her when she couldn’t be there in person. To accomplish this, we did some role-play. I pretended I was one of her ideal clients, and she pretended we were speaking for the first time. We role-played for each of her four specialties: eating disorders, dating and relationship issues, major life changes, and couples therapy. (For some reason, I’m really good at imagining I have all those problems!)
Role-playing enabled us to create an amazingly rich and compelling list of words and phrases that we then used in her website copy. I call this list: Your Power Words.
When I delivered the final text for her website, Susan was elated. She said, “Wow! This sounds just like me. I love it!”
Website copy that sounds just like you is phenomenal at making a connection with your ideal clients online. Would you like your website to connect? If your answer is yes, check out the tips I put together below.
Here we go:
4 Tips to Connect with Your Ideal Clients on Your Website & in Your Marketing
1. Buy a small notebook and take it with you everywhere.
Yes, a paper notebook! I love my smartphone as much as anyone else, but in this case, it’s important to use paper and a pen.
2. Listen carefully to your clients’ and customers’ words – take notes.
Top sales trainers advise you to use your prospects’ own words in your sales presentations. It works. But sometimes you’re so busy thinking about what you’re going to say next that you don’t really listen, and you miss some of the best opportunities to collect those magic words that connect with your ideal clients and customers.
When you meet with your next client or customer get out your notebook. First, ask if she or he minds if you take some notes, then jot down the exact words they use when they describe how they feel about the problem you want to help them solve. Write down their words verbatim; do not interpret or substitute your words for theirs.
3. Listen carefully to your own words and take notes.
It’s also important to listen carefully to your own words. What makes people light up, get curious, and display buying signals? Record those words and phrases in your notebook – verbatim. Do not interpret or substitute. It’s also helpful to take notes later – what you wish you hadn’t said.
4. Carefully study your competitors’ marketing and take notes.
Your prospects are exposed to the emails, ads and websites of your competitors every day. Make it a practice to study your competitors’ marketing. Subscribe to their blogs, too. If your copy and theirs sounds the same, you have some work to do.
Give me 30 mins and I’ll give you a tip about your ideal client (or customer) that will make a difference in your business right now. Click here to schedule.
Thanks for reading!