Ideal client must-knows for impactful content
Wouldn’t it be amazing if when your audience read your content (whether social media post, email, blog or otherwise), they thought “This person totally gets me!” It’s the level of trust that’s needed if they’re going to work with you.
But in a world of oversaturated content platforms and everyone fighting for attention online, creating content that makes a real impact seems more challenging than ever.
You can stand out by really getting inside the mind of your ideal client and writing content based on exactly what they need to hear. This is only possible if you get really specific about who you want to work with. Think about the best client you’ve ever worked with and write for them. It’ll make choosing the right words and impressing your audience so much easier.
So here’s what you need to know about your ideal client and how it will help you to write amazing content.
Their imminent problems
One of the biggest mistakes business owners make when discussing the problems their offer solves is staying surface level. They mention problems that their ideal client has a low motivation to solve so while they may read the piece of content, they’re unlikely to take action.
Dig deeper into the problems that are their priority and will really inspire them. For example, saving time is a pretty surface-level problem. We’d all like to work less. But not having time to take your kids on days out or go on date nights with your partner feels like more of a priority. There’s a real motivation to take action.
Think about the holistic impact of the problem you solve so you understand how it’s affecting your ideal client’s life in a way that really matters to them. Mention these details in the content you produce so it really hits home for them and prevents them from scrolling on without a second thought.
Their priorities for their future
You probably have a whole list of benefits of your offer. But in the case of drawing in your ideal client, quality is better than quantity. Again it’s about finding what motivates them and exploring that in your content. For example, more money is nice but being able to move into their dream home is even better. I find that my ideal client isn’t really that motivated by money. They want to help people and do what they love without stress. Focusing on that makes my content much more powerful.
What is it that sets your ideal client’s soul on fire and how do you help them to achieve that? It’s going to draw your audience into your content and keep them engaged instead of clicking away. Create a real sensory experience when describing what their life will be like after working with you. How do they feel? What do they do? Do they get to enjoy the amazing views of walking in nature? Can they embrace the scent of the beach more often? Take them to the place they want to be in your content and they’ll be eager to work with you to achieve it.
These details show that you have a deep understanding of them, their situation and what they want to achieve which makes it easier to trust you. It suggests that you’re just about getting the money and running. You understand their situation and care about helping them.
Their barriers to success
As well as understanding why your ideal client would want to work with you in detail, you’ve got to understand why they wouldn’t. Everyone has barriers they need to overcome to achieve success. Taking action, especially when that action involves spending money, brings up resistance.
There are common ones like whether it’s worth the money or they should just do it themselves. Time can be a concern as well, particularly among parents and business owners. There are also barriers that need to be overcome that are under the surface. For example, your ideal client needs to believe in their own ability to achieve their goals, not just your ability to help them. Maybe they worry about whether they deserve success.
Understanding what’s going on in your ideal client’s head when they consider whether to work with you will set you apart. State their concerns and explain how your offer deals with these directly making them a non-issue. Empathy is really endearing and important to building a strong relationship.
We’re used to writing from our point of view and what we think is important. Impactful content comes from a deep understanding of your ideal client and the situation they’re in. The more they can relate to your content, the more they’ll want to engage with you and when they’re ready, work with you. Being specific in your content is how to get those ‘aha’ moments for your audience.
