Clarify Your Messaging to Attract Loyal Clients
7 minute read
Have you ever heard someone say, “I feel seen and heard”?
Well, this is what happens when you clarify your message. The clients that you are trying to reach can sense that you understand them on an empathetic and intuitive level.
And this is great news because you are building trust.
Trust is the beginning of growing your business. According to the Harvard Business Review 80% of people use trust as a deciding factor in their buying decisions…which means business success for you.
But you must do this the right way, so you don’t lose potential clients.
Photo by Boxed Water Is Better
Defining Your Offer
No matter what industry you work in defining your offer and knowing how you serve others is imperative to your business. For instance, Barnes & Noble sells books — Sephora sells makeup — Thrive Market sells organic groceries.
You need to decide what you want to sell and be specific. If you are selling makeup, write down what kind of makeup it is and the price.
This way you know who you are appealing to.
Let’s say you’re selling vegan makeup starting at $35.
As a business owner I would think that you were appealing to well-paid vegans or people who enjoy vegan products no matter what the cost.
Knowing who you’re selling to allows you to create marketing materials geared towards them and reach the appropriate audience.
Photo by Humphrey Muleba
Who Is Your Ideal Client?
Choose wisely who you want to work with.
This starts with creating a detailed description of the people you want to work with and connect with.
When building a description of your ideal client, you want to be as specific as possible. It’s imperative to know them inside and out.
Here are three steps to help you get to know your ideal client better:
#1) Where do they love to go?
Write down some places they may frequent. Have fun with this and visualize places where you might encounter them — maybe at a farmer’s market, café, or library. Don’t forget to consider where they like to hang out online, too.
The answer to this question will help you know better where to connect with your ideal client.
#2) What do they love to do?
Jot down hobbies and activities that bring fulfillment to their lives. Think about what they like to read and watch, along with the conversations they like to have with friends.
Your notes here will help your copywriter write marketing messages, web pages, and articles that really resonate with your ideal client.
#3) Who are they looking for to help them?
Picture your ideal client at home searching the internet. What sites would they go to that helps them solve a specific problem? What transformation do they want to have? What are their core values? How do they want to change their life?
The answers to these questions will help you know better who you want to appeal to with your messaging. Remember, you want your offer to reach your ideal client and build authority by showcasing your knowledge on their needs and wants.
Photo by Tim Alex
Storytelling
Storytelling is a staple in growing your business and connecting to your ideal client on a soul level.
Now, storytelling is not talking about your personal story. It’s telling your potential client’s story.
The best way to do this is by making your ideal client the hero and focus of the story.
Naturally making them the hero is the razzle, dazzle you need to gain loyal clients.
Have you ever heard Mariah Carey’s song “Hero”? …
There’s a chorus where she sings,
“And then a hero comes along
With the strength to carry on
And you cast your fears aside
And you know you can survive
So when you feel like hope is gone
Look inside you and be strong
And you'll finally see the truth
That a hero lies in you…”
You are the person that encourages the hero to find the strength, surpass their fears, give them hope, and empower them through the services or products you offer.
And this is something you want to convey in your messaging.
Whether you post on Instagram, Facebook, or Twitter you want to create content that takes someone who’s feeling hopeless and helpless to confident and fulfilled.
Let’s say you want to appeal to a client who is looking to lose weight. They gained 300 lbs. in the last 5 years due to trauma and getting fired from their job. They now weigh 500 lbs.
Every nutrition coach and fitness trainer failed them.
They feel defeated and think sticking to a diet is a waste of time because they always fall off the wagon…so they eat whatever they want.
Now they’re depressed, can’t run a mile like they used to, have trouble breathing, and have low self-esteem.
You would create content based off this client profile and show them how your services can help them.
But keep in mind you must build trust so getting rid of their fears and doubts is key in your content. This is something copywriters do very well and eliminate the writer’s block and writing burden from the business owner.
Photo by Jon Tyson
Answer All The Questions
When people are looking for a business that solves their problem they come with fears and doubts. Some people have seen it all, heard it all, and done it all.
If you want to be their peace of mind and stand out from the crowd you must answer all questions that your potential client has…because this will eliminate their fears and doubts.
By doing this you are building a safe haven for them and when people feel safe, they are “primed” to buy from you.
Let’s take a moment and revisit the 500 lb. client avatar…
Some of the questions they have will probably be, “Will it work for me this time?” “How are they different from the others who failed me?” “When will I see a change?” “Can I eat what I love and lose weight?”
These are all the questions that need answers in your messaging. You will see results in your business growth because you are genuinely helping people achieve their goals.
Even if this isn’t the client that you’re looking to help, it’s a great idea to write down questions that your ideal client will have.
So, you can provide the answers they need to feel at ease. This is the epitome of gaining loyal clients.
Photo by Tusik Only
Clear CTA
What’s amazing content writing and storytelling without a clear call-to-action? Confusion.
Writing about how your products and services can help the potential client is excellent, but it won’t get them to buy from you because they don’t know that you want them to.
Sure, providing them with information on your business is needed…
But naturally they’ll want to implement and see how it benefits them.
And therefore being clear as to what actions you want them to take is necessary.
Here are some picture examples of a clear CTA…
Example 1 – Dr. Morse’s Herbal Health Club
There’s a high-resolution photo of his herbs and tinctures and to your right is an “ADD TO BAG” button so that the client knows to purchase.
Example 2 - Thrive Market
Thrive Market has a CTA on the homepage that tells customers to “GET STARTED” to save 30% on organic & non-GMO groceries. This way they know where to go to explore their grocery options.
Example 3 - My Site
I have clear icons for email, blogs, and web copy with a blaring “LEARN MORE” button underneath because I want my ideal clients to know all the details of the services I provide.
With clear messaging you will convert your readers and potential clients into purchasing your products and services.
Give these tips a try and see how it works for you.
If your plate is filled with other things and you feel overwhelmed taking this on your best bet is to hand it over to a UX Copywriter who eats this like a vegan cheesecake dessert…
And will get the people to convert.
That rhymes! ;)
Contact me here for more details on how we can work together to clarify your messaging so you can boost your sales with confidence!