By Dawn Apuan, Regular Columnist.
Some advice is so simple it seems stupid.
When it comes to writing, advice is as numerous as the stars, but not all of it appears quite as brilliant. This writing hack is like that: a star that seems to have lost its luster.
In our over-stimulated, over-advertised culture, where humans have a shorter attention span than a goldfish, every word is critical. It’s estimated that the average American is bombarded with 4,000 – 10,000 advertisements per day, so you’ve got to to find a way to break through the noise.
With even a cursory study of copywriting, you’d run across this advice: write to one person.
Writing to Just One Person
Seems like a “no duh,” but when it comes down to it, a broader audience lulls us like the Sirens of old.
We think, “But my product or service works for this person and that person, and I definitely don’t want to exclude these types of people…” We like to talk about ideal client avatars, but even if you have a picture posted to remind you, it can quickly and easily get forgotten when you begin to write.
We want to cast the net wide to catch a lot of fish, rather than baiting just one hook. It seems counter-intuitive…more fish, more money. But what you don’t realize is that when you speak to everyone, you speak to no one. Like serving a meal without salt, it’s bland.
Every client I’ve had has struggled with narrowing their marketing message to just one ideal client avatar. Some have even gone round and round with me, doubting the poignancy of writing to one.
But it works.
When you actually get in the mind and heart of your clients and you speak their language, they land on your copy and immediately they feel a connection, like you know them. They feel reassured that they’re in the right place.
If your client is wondering if you’re inside their head, you’ll know you’ve landed on target. It’s simple — so simple it’s easy to miss, but it will make a world of difference.
And not only will you attract your ideal clients, but when you offer something that’s so perfect and so delicious, they’ll fall in love and become lifetime clients.
It’s common marketing knowledge that it’s easier to make a second sale than the first, and as you develop loyalty with your customers because they know, like, and trust you (because you speak right to them), you’ll continue to reap the benefit year after year.
How to Write to the One, Not the Many
Here are three ways you can ensure that you’re writing to one and not many:
- Post a picture of your ideal client on your computer screen anytime you’re writing copy – whether it’s an email autoresponder, a newsletter, a landing page, a sales page…always keep ONE person front and center as you write.
- After you write, read through it out loud one time with one goal in mind: pay attention to how you’re speaking and if it feels like you’re talking to just one person versus talking to a crowd. You can even picture talking to just one person as you read out loud.
- Read your copy out loud to someone else and get their feedback. It doesn’t need to be someone that fits your ideal client, but just needs to be someone that can pay attention while you read to comment on spots that sound bland or vague or not specific to one person. Another added bonus of this exercise is that you’ll know if your copy starts to get boring and your listener is zoning out.
Super simple, but it will make you a superstar. Happy writing!
Dawn Apuan is a business and mindset coach for moms, author, and motivational speaker. Former pastor and non-profit Executive Director, her mission is to empower moms to stay home to raise their kids by providing the tools and support to build a business with dependable income. Check out her free training, “How to Make Memories and Money at Home,” at www.dawnapuan.com/training.