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Words for ideal customerSsshhh…do you want to know a copywriting secret?

The single most important thing that you can do to make sure that your copy speaks to your customers is to understand exactly who they are. When I work with a client, I always ask them to describe their ideal client to me – this is the person that is a perfect fit for their business, someone they love working with and who gets the value of what they have to offer without questioning the price.

It’s such an important step in focusing your marketing to create a profile for your ideal customer. This means thinking about what motivates them, what keeps them awake at night and how your products or services can help. When I think about my own ideal customer, I think about the challenges they might be facing – for example, trying to wear all the hats a business needs but losing sight of why they went into business for themselves in the first place as a result – or the demands on their time, such as a young family. I also think about where they hang out, both in person and online. When I write about my own business, I write as if I’m talking to that one person because I know they understand the value of working with a copywriter or if they don’t understand it yet, they’re certainly open to suggestions that will help them build the visibility of their business, increase customer engagement/retention AND free up valuable time for them to concentrate on other areas of the business.

And that’s where I come in as a copywriter. I help you think your way into the mindset of your ideal customer and come up with the words that will make an impact with them. I can create a tone of voice that communicates the personality and passion of your company, so that it becomes recognisable and familiar to your customers. As an objective outsider, I have the benefit of seeing your company through fresh eyes, which means that I’m not yet battling the curse of knowledge (the idea that the more you know about something, the harder it is to communicate it). I can ask the kind of questions your customers will ask and use the language they understand.

As a small business owner who works with a lot of small businesses, I understand too the distinct challenges that come with having to fulfil lots of different roles within a business. I appreciate how that can split your focus and even make you feel resentful of your company, especially if jobs such as copywriting are taking you further and further away from what you love to do. Outsourcing to a copywriter can be an incredibly powerful way of creating a team to support your business as and when you need to without having to employ anyone on a full-time basis.

I’d love to have a chat with you about how I can help you find the right words for your ideal customers or even how I can help you determine who those ideal customers are in the first place. You can read more about my copywriting and proofreading services here, as well as my SEO copywriting and business blog writing packages.


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Emma Heasman

Emma Heasman has been an in-house and freelance copywriter for the past 13 years and launched The Freelance Copywriter in 2003. Ever passionate about copywriting, she now works with small businesses to help them write copy that speaks to their ideal customers. Connect with Emma on Google+

5 Responses so far.

  1. […] of the reasons I always advise clients to identify their ideal customer and their core brand messages is that it’s easier to be consistent across different platforms if […]

  2. […] understanding your ideal customer, it’s easier to think your way into their mind set. What feelings do they have that your product […]

  3. […] may have a vague idea about what you want to achieve – e.g. more of your ideal customer, more website traffic, more people signing up to your mailing list – but you may not be sure […]

  4. […] form to work through, or work through it with them. This gets them to really focus on who their ideal customer is, the goals for their copy, their main calls to action, and key features that I then turn into […]

  5. […] you’re talking to. If you’re stuck, sit down with a pen and paper and create a profile for your ideal customer. Ask yourself some simple questions and be as precise as possible in your […]

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