Create your ideal customer.
Is your web copy written to appeal to one person or everyone? If you answered everyone, consider that everyone isn’t paying your bills. One person has that honor.
Yes, that was a trick question.
Put another way, do you know who your ideal or best customer is? If so, that’s who your web copy should appeal to. That is the one paying your bills.
The one paying your bills is your ideal customer.
Your web copy should appeal to one person only.
Okay, I know you have more than one customer, but I bet those customers have more than a few similar traits and characteristics.
All of those similar traits and characteristics can go together to form a person. That is your ideal or best customer. This is who your web copy should appeal to.
Why write for only one person?
Copy written for everyone comes across as bland and forgettable. Instead, write for that one person who is or could be your best customer.
Copy written for just one person reads as personal and memorable. Your words are touching her heart and getting into her mind. Your copy seems to understand the problem she faces and offers solutions she can use. Your web content becomes more persuasive. She becomes interested in doing business with you.
Congratulations, you have new customer. That was easy, right? All from your new best friend that exists only in your head and yet seems real. That website is created just for that person.
So, how do you create your imaginary new best friend?
Think about your best customers now, start asking some questions.
Is your ideal customer a man or woman? (Let’s say it’s a her.) How old? What profession? What income, education? Who does this woman live with? Children? Where does she live? What car does she drive?
Now let’s get a bit more personal.
What are your ideal customer’s goals? What are her challenges in business? What keeps her up at night? How does she make decisions? What is important in life to your new best friend? What books, magazines, music, social media platforms or websites does your new friend like?
Now let’s get real personal.
Once you have answered the previous questions, what is the name of your new friend? What does she look like? A name and face forms a real person in your head.
You now have the person you are selling to. All of the copy posted on your site or on social media, everything written in an email is just for this person.
Sell to multiple markets? No problem, each market gets its own imaginary friend.
Selling business to business (B2B) and your orders come mostly from purchasing managers? No problem, even purchasing managers have their goals and challenges and personalities.
Understand and appeal to their needs and you will get their business. Each and everyone one will think you are writing just for them, because you are.
Talk to us.
Not sure how to do all of this? No problem. Web copy and web marketing strategies is what we do. Fill out the little form to right and lets talk about creating your very best imaginary friend.
You know, the one making you money.