Browsed by
Category: Love-Based Copywriting

How to Craft a Compelling Message That Gets You Results

How to Craft a Compelling Message That Gets You Results

When it comes to marketing, do you ever feel invisible? As if no one is paying the slightest attention to your message?

You’re spending all of this time writing marketing copy, emails, social media posts, blog posts, and website posts and they’re falling on deaf ears?

No matter how hard you work, how much blood, sweat, and tears go into your writing, your ideal prospects just aren’t buying.

If this sounds familiar, you’re in luck. Today, I’m sharing my advice for crafting a compelling message that converts your ideal prospects into ideal clients.

Your ideal clients see you and hear you and know you. And to know you is to love you, right?

Right.

So let’s get started.

A compelling message comprises two important elements: your ideal clients and your offer.

You’ll find your compelling message where those two elements intersect.

Ideal Clients

I’m a big believer in the power of identifying an ideal client as opposed to a target market or niche.

Whereas target markets and niches are based on external factors/demographics, ideal clients are based on internal factors like desires and fears.

Here’s my favorite illustration of this distinction:

A target market might be stay-at-home moms. A niche within that target market could be stay-at-home moms looking for a work-from-home opportunity.

And within that niche lies an ideal client.

For example, one stay-at-home mom may be looking for a work-from-home opportunity because she needs to contribute financially to her household. Her family needs two incomes to pay the bills.

Another stay-at-home mom may be looking for a work-from-home opportunity because she wants something of her own; she wants to use her professional skills, and she wants to develop an identity separate from that of a mother or wife.

Take a moment to think about the difference between the mindsets of those two women. Two completely different ideas are keeping them up at night.

In the first example, the mom is worried about paying the bills. And in the second, she wants to develop a new aspect of her identity.

So when it comes to messaging, your message to each of these women would be completely different.

People respond to specifics. So it’s important that your message address the specific worries or fears of your ideal client. The more specific you are in describing their unique situation, the more they’ll feel like you’re speaking directly to them; that you understand them. And the more they feel like you understand them, the more they’ll believe your offer will help them.

Now, if you aren’t sure what’s keeping your ideal client up at night, ask! Send out a survey or hang out where they hang out—Facebook, LinkedIn, etc.—and be a great listener.

Your Offer

Once you understand specifically what’s keeping your ideal client up at night, you can craft your offer so it’s clear you will solve his or her specific problem.

The best way to illustrate this is with an example.

One of my longtime clients, The Coaches Console, provides coaches with an all-inclusive software that streamlines and automates all the back-end elements of a coaching business: marketing, lead generation, client conversion, client enrollment and agreement, client support, scheduling, client notes … everything!

So what keeps their ideal clients up at night? They want to make a difference in the world. They’re passionate about coaching. But they find the business side of coaching overwhelming.

So The Coaches Console’s offer is their software—which solves their ideal client’s problem by taking all the guesswork and overwhelm out of the business side of coaching so that their ideal clients can focus on what they love best: coaching.

The Intersection: Your Compelling Message

So now you know what keeps your ideal client up at night. And you know what your offer is, and how you position it as a solution to what keeps your ideal client up at night.

It’s time to create your compelling message.

Let’s look at the three ideal client examples I’ve addressed in this post:

Stay-at-home moms who need to make money. These women are up at night because they need an income. So if you’re offering them a business opportunity, your compelling message would be: “I provide stay-at-home moms an opportunity to make a reliable income while still having time to take care of their families.”

Stay-at-home moms who want an identity separate from wife and/or mom. These women are up at night because they want to do something of their own. So if you’re offering them a business opportunity, your compelling message would be: “I provide stay-at-home moms an opportunity to have fun as entrepreneurs while still being there for their family members.”

Coaches who love coaching but are overwhelmed by the business details. These coaches are up at night because they want to focus on coaching and want to run a profitable business—but don’t necessarily have the business acumen to do so. So if you’re offering them a software to take care of all those business details, your compelling message would be: “We give coaches the tools they need to streamline and automate their businesses so they can focus on coaching.”

Your message, which happens at the intersection of Your Ideal Client and Your Offer, will be compelling once you make it clear that you will solve your ideal client’s specific problem.

If you are ready to start writing your compelling message, spend some time getting to know your ideal client and what keeps her up at night. Spend some time crafting your offer as the unique solution to that problem. And that, my friends, is where your compelling message is born.

If this topic resonated with you, you may be interested in Love-Based Copywriting System: A Step-by-Step Process To Master Writing Copy That Attracts, Inspires and Invites. It’s available at most online retailers. Learn more, here.

 

 

[Revamped] Why Isn’t My Website Making Me Any Money?

[Revamped] Why Isn’t My Website Making Me Any Money?

Ever since 2014, when God/Universe downloaded the entire love-based copy philosophy into me, I’ve realized that one of my missions in life is to spread the word that you have a choice.

You don’t have to use traditional, fear-based methods to promote and grow your business — you CAN choose love instead.

But, I also realized I needed to do more than simply educate people on the love-based philosophy. I also need to help entrepreneurs, such as yourself, take specific action steps so they actually can build and run their business successfully from a place of love. (Because, quite honestly, if you aren’t making money selling with love, then there’s a problem we need to fix.)

Which brings me to this post — to help you take those action steps, I’ve been working behind the scenes on a few projects, including revamping one of my bestselling products “Why Isn’t My Website Making Me Any Money? 10 Easy Steps To Create a Website You Love AND that Loves You Back.”

Check it out!

If you’re not happy with your website on any level, this little product can help you pinpoint the problem and get you back on track … and do it from a place of love.

It includes brand new bonuses (such as my “6 Steps to Crafting a Hot Freebie Perfect for Your Ideal Clients So You Build Your List AND Sell Your Products/Programs/Services”) AND a brand new Website Checklist, to make it even easier to help you get to the bottom of what’s off with your website.

Check it out and see if it’s what you need to move your business forward.

[Video] The Story Behind the Story: “Love-Based Online Marketing” book

[Video] The Story Behind the Story: “Love-Based Online Marketing” book

I realized I needed to write “Love-Based Online Marketing” when I was promoting the first book in my “Love-Based Business” series.

You see, if you truly want to have a love-based business (which is a business built on a foundation of love-based emotions rather than fear-based emotions — you can learn more about the philosophy here) every part of your business needs to love-based. That includes your copy, your selling process AND your marketing strategies.

But, how do you craft a marketing campaign using love versus fear? Especially when so many marketing “gurus” seem so slimy and inauthentic?

That’s why I decided the third book int the series needed to teach “Love-Based Online Marketing.”

But I’m getting ahead of myself, watch for yourself:

Along with helping you create a love-based online marketing plan, I also include a “Love Your Marketing” assessment, to help you figure out the best marketing tactics for you.

And, because I know so many people struggle with unconscious blocks around marketing, you’ll also discover exercises and strategies for getting rid of any mindset issues you have around marketing.

“Love-Based Online Marketing” is available on all the major online retailers — you can grab your copy here.

The Mighty Bullet Point: How to Write Love-Based Bullet Points That Inspire Your Ideal Clients to Take Action

The Mighty Bullet Point: How to Write Love-Based Bullet Points That Inspire Your Ideal Clients to Take Action

I’m going to start by making a bold statement about the mighty bullet point:

In addition to being benefit-rich, as I mentioned in The Bullet Point: The Holy Grail of Copywriting, if you want to inspire your ideal client to buy, your bullet point should come from a place of love, rather than fear.

As you know, it’s my mission to give heart-centered and conscious entrepreneurs the information they need to build their businesses in a love-based way. In fact, I wrote a whole series of books on doing just that (check out the Love-Based Copywriting books here).

It only stands to reason, then, that I believe every piece of your marketing copy should be love-based … including your bullet points.

There are two places in your copy where this is especially applicable:

  • Introductory bullet points, where you let your readers know whether they’re in the right place by touching on their pain and emotions.
  • “What-you-learn” bullet points, where you highlight specific teaching points in a benefit-rich way.

Let’s talk about each one in depth.

The Introductory Bullet Point.

Its job description: to acknowledge that you understand your ideal client’s pain, what’s keeping her up at night.

What to include: descriptions of the “outer” and “inner” problems; for example, an outer problem may be that your ideal client has spent thousands of dollars putting up a website only to find it doesn’t generate sales (outer problem), and therefore, she’s frustrated (inner problem).

How to write it in a love-based way: mention the pain, but don’t twist the knife!

What to watch out for: using the pain to make your ideal client feel worse.

Here are some examples of effective love-based introductory bullet points:

  • You spent countless resources—time, money, and energy—to write, format, launch, and market your new book, but it’s just not selling, and you’re starting to feel discouraged.
  • This whole “content marketing” strategy seems so mysterious, and with all the information out there, you’re not sure what works and what doesn’t. It’s overwhelming, isn’t it?

Do you see how each of these bullet points contains an outer problem and the resulting inner problem?

Here are some examples of those same introductory bullet points written in a fear-based or ineffective way (caution: I do not recommend using these as models!):

  • You spent countless resources—time, money, and energy—to write, format, launch, and market your new book, but it’s just not selling. Now you’re starting to think your writing is terrible, you’ll never make it as an author, and you’ll be forced to choose between working odd jobs or starving your children.
  • This whole “content marketing” strategy seems so mysterious, which is why so many people fail at it—and therefore, fail at business, too.

Do you see how each of these examples paints a pretty scary picture of the future for whoever is reading it?

The What-You-Learn Bullet Point.

Its job description: to give your ideal client a taste of what she will learn, and how that will benefit her: how her life will change as a result of taking action on the offer you’re presenting.

What to include: a specific-yet-mysterious description of a concrete teaching point, and how that teaching point will contribute to a transformation; for example, you may mention, “The most important marketing strategy you’ll ever use (this is a teaching point, and it’s mysterious because you don’t reveal what the strategy is), and how it will have ideal clients knocking on your door” (clients knocking on the door is the potential transformation).

How to write it in a love-based way: present the benefit in terms of a solution, so you’re providing hope.

What to watch out for: lack of specificity and giving away the “whole enchilada.”

Here are some examples of effective love-based what-you-learn bullet points:

  • The Number One reason many entrepreneurs feel overwhelmed when they first launch their businesses, and what to do about it, so you can enjoy running your company while still reaching your goals quickly.
  • Three mistakes you may be making as a startup coach, and how to avoid them, so you can finally attract your ideal clients and make the money and the impact about which you’re so passionate.

Do you see how these bullet points mention a specific teaching point, but don’t give away exactly what the reader will learn? Also, notice that they offer a positive solution, giving the reader hope.

Here are some examples of those same what-you-learn bullet points written in a fear-based or ineffective way (caution: I do not recommend using these as models!):

  • Why your inability to prioritize leaves you overwhelmed and burned out, and why, if you don’t change it, you’ll never enjoy running your company.
  • Three mistakes you’re making as a startup coach, and why, if you don’t nip them in the bud, you’ll never get clients, or make an impact or a good living.

Do you see how the first of these bullet points tells readers that that “Number One” reason is, and how both bullet points paint a scary picture of the reader’s future if he doesn’t learn the teaching points?

When you nail the writing of the bullet point, you’ll dramatically improve the results you get with your copywriting and marketing efforts!

If this topic resonated with you, you may want to grab your own copy of Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy that Attracts, Inspires and Invites (Volume 2 in the Love-Based Business Series).”

[Video] The Story Behind the Story — “Love-Based Copywriting System” book

[Video] The Story Behind the Story — “Love-Based Copywriting System” book

It was while I was promoting my first Love-Based Copywriting book, “Love-Based Copywriting Method,” that I realized I needed to write what would become “Love-Based Copywriting System.”

You see, while the first book explained the love-based copy philosophy, I didn’t make it a “nuts and bolts” copywriting book. My reasoning was because I wanted a book for folks who already knew how to write copy and didn’t necessarily want to learn how to write headlines or features and benefits.

But, I quickly realized that was what people were expecting. They wanted the “how to” along with the philosophy.

Even more than that, entrepreneurs (especially conscious or spiritual entrepreneurs) who were new to business and writing copy really wanted a book that walked them through the basics on how to write love-based copy.

So, I sat back down in front of my computer and got to work.

But, I’m getting a bit ahead of myself — check out the story behind the story to learn more:

If you’re looking for a nuts and bolts copywriting book that walks you through exactly how to write copy that attracts, inspires and invites so you can promote yourself on a foundation of love, this book may be exactly what you were looking for.

“Love-Based Copywriting System” is available at all the major online retailers — check it out here.

3 Reasons Your Mindset Is Crucial to Writing Love-Based Copy

3 Reasons Your Mindset Is Crucial to Writing Love-Based Copy

If you’ve been following my blog, you probably understand the difference between fear-based marketing and love-based marketing. But did you know that if you’re not in a love-based mindset, you’re going to have a difficult time writing great love-based copy?

Here’s why: any fear-based emotions you experience around your business and/or your marketing will shine through in your marketing and messaging, both in terms of how you feel about it, and how your customers perceive it.

For example, if you feel like marketing is slimy or arm-twisty, that will not only hold you back from writing promotional copy but also getting it out there. And if you’re experiencing marketing resistance, you may unknowingly sabotage your own efforts.

Here’s a quick recap of the difference between traditional, fear-based marketing, and love-based marketing:

Fear-based marketing often uses fear-based emotions like guilt, shame, or scarcity to get people to buy.

For example, a dentist might use fear-based marketing like this: “If you don’t come into the dentist this week, you’ll probably lose all your teeth.”

On the other hand, love-based marketing triggers love-based emotions like hope and abundance.

For example, a dentist might use love-based marketing like this: “My staff members and I have specialized in providing the best possible dental care in a stress-free environment – we keep your gums and teeth healthy for as long as you need them!”

You’ll feel good about it, your prospects will feel good about it, and your business will thrive.

That being said, here are 3 reasons mindset is crucial to writing love-based copy:

  1. It helps you feel good about what you write.

If you’re like so many of my clients, you just don’t like writing marketing copy. You feel like you’re twisting people’s arms, or being slimy somehow. But it doesn’t have to be this way.

When you write copy from a love-based mindset, you realize that you’re simply providing your potential clients or customers with a choice about whether to work with you, to experience the solution you provide.

You let them know you understand the pain they’re in, you present your product or services as the solution, and you step back and let them make that choice.

No arm twisting required.

  1. It helps you get past marketing resistance.

Marketing can be a huge trigger, because it brings up so many fear-based emotions.

Fear of failure, fear of success, fear of not earning money, not having time to spend with your family and friends, fear of “putting yourself out there,” of “owning your value,” of “selling yourself.”

Whew!

When you’re coming from a love-based mindset, though, you’re not thinking about all that “scary” stuff.

You’re thinking about how to best let your prospects know that you’re available as the solution to overcome their pain points or problems.

You’re feeling confident that your love-based copy will inspire just the right people to work with you, at precisely the right time. With this confidence comes the ability to recognize and move past marketing resistance that often results from fear-based emotions.

  1. It gives your prospects the space to make a choice, which feels so much better than pursuing them.

Love-based marketing copy is so effective when you’re writing it from a love-based mindset. Why?

Because your prospects see you as a loving individual who cares about the transformation they’re preparing to make!

Even if they don’t ultimately decide to buy from you, they’ll have seen that there’s the potential for transformation, and that they can choose a better way. They can choose to move beyond their pain. Even if they don’t do it by working with you, it’s possible that you’ve offered them a new vision for the future!

And how great is that?

If this resonates with you, you may enjoy reading the first book in my Love-Based Copywriting series, Love-Based Copywriting Method: The Philosophy Behind Writing Copy That Attracts, Inspires and Invites. It’s available in both print and most eBook formats, and you can get it here.

[Video] The Story Behind the Story — “Love-Based Copywriting Method”

[Video] The Story Behind the Story — “Love-Based Copywriting Method”

“Love-Based Copywriting Method” is the book that started the Love-Based Business movement.

Before I wrote this book, entrepreneurs didn’t have much of a choice on how they wanted to market themselves with their promotional copy (copywriting is writing marketing materials, nothing to do with putting a copyright on something or protecting intellectual property).

They could either choose to use traditional direct response copy and marketing (an example of direct response copy is those long sales letters that you scroll down forever wondering how much it is and does anyone actually read these or those emails asking you to click on a link) which meant in many cases they were using marketing tactics that felt hype-y, sales-y or inauthentic.

Or, they could choose not use direct response copy and marketing.

Of course, the problem with NOT using it is then you haven’t leveraged your marketing. When you use direct response copy, you are marketing one-to-many. Without it, you’re stuck marketing one-to-one. As you can imagine, it’s tough to grow your business that way.

But, then, in 2014, my friend Susan Liddy came out with a book called “Love-Based Marketing.” I looked at that title and thought “Love-Based Copy.” What’s the opposite of love-based copy? Well, it would be fear-based copy.

And that’s when the whole philosophy downloaded into me.

But, I’m getting a little ahead of myself — check out the whole story behind the story of “Love-Based Copywriting Method” below:

If you’re looking for a way to sell more with love, this book is the place to start. It explains the philosophy behind love-based copy so you can build your marketing and business on a solid foundation of love.

“Love-Based Copywriting Method” is available at all the major online retailers — check it out here.

5 Steps to Writing Effective Headlines in a Love-Based Way

5 Steps to Writing Effective Headlines in a Love-Based Way

Today, I’m devoting an entire blog post to writing headlines. Maybe right now you’re wondering, “WHY, Michele? What’s the big deal around headlines? Are they really that important?”

Honestly? Yes.

First off, if you’ve ever dealt with any kind of marketing copy—written it yourself, or hired someone else to write it for you—you’ve probably wondered whether it’s really going to work: whether it will convince people to buy from you.

The answer again is “yes.” It DOES work.

So how do you master any of it, so you can get the results you want?

It all starts with writing a great headline.

When it comes to sales pages and website copy, the headline is the first thing people read.

And guess what?

The headline is probably the single most important group of words in any piece of marketing copy.

Why?

The point of the headline is to inspire your ideal clients to read the first sentence of your copy (which should inspire them to read the next sentence, and so on).

So how do you make sure that it does its job?

Take a moment to consider what inspires you to keep reading, whether it’s a book, a magazine, or a piece of marketing copy like an email, a website, or a sales page.

In many cases, it boils down to curiosity.

Think about the books people call “page-turners.” These books almost always incorporate some sort of mystery or unknown, and a skilled author will bring in a piece of it at the beginning, and reveal more pieces throughout—never closing off that mystery until the last chapter.

A great magazine article usually hints at a story of someone making a change or transition, or overcoming an obstacle, and you keep reading to learn how they did it.

Which, of course, brings us to marketing copy.

Skilled copywriters bring out their readers’ curiosity from the very first opportunity—whether it’s the subject line of an email, or the headline of a sales page or website.

HOW do they do it?

The following 5 tips for writing effective headlines will help you inspire your ideal clients to keep reading.

Tip 1. Talk about a Solution.

One of the easiest ways to generate curiosity in your ideal clients is to talk about the solution to whatever’s keeping them up at night.

So if you haven’t already, take some time to think about your ideal client and what his or her biggest pain point or problem is. (Go here to learn the important difference between target market, niche market, and ideal client.)

The best way to illustrate this is to use an example.

Let’s say you’re a life coach, and your gift is helping ideal clients get past their money-related blocks so they can finally begin receiving abundance. Your headline may read:

Finally: Live Your Life Free from Fear, and Open Yourself to Receiving the Abundance You Deserve

Your ideal clients suffer from the pain of being stuck in their fear-based feelings around money and scarcity—it’s probably keeping them up at night. Here, you’re offering them the solution they very likely seek.

Tip 2.  Add Details.

Adding relevant details to your headline can make it even more enticing. For example, you may choose to add a time-frame in which people can expect to experience the solution you’re offering. Add a guarantee, or address potential objections.

For example:

Give Me Seven Days and I’ll Show You How to FINALLY Break Free from the Scarcity Cycle, and Live a Life Full of Abundance

Finally: Break FREE from the Scarcity Cycle, for Good … Guaranteed

Finally: Break FREE from the Scarcity Cycle, for Good (Even If You’ve Tried Everything Else and Nothing Has Worked)

See how those details “dial up” the curiosity factor?

Tip 3. Change up the Format.

Headlines can take on many different formats, from a standard headline like I’ve shown you above, to a “story” format to a “how to” or “if/then” format.

Here are some more examples:

How a Struggling Entrepreneur Who Thought He’d Lost Everything Turned His Financial Situation Around, for Good

How to Ditch Your Fear, for Good, So You Can Finally Live in Abundance

If You Can Watch This Video, Then You Can Move Past Your Fear and Achieve Abundance

Tip 4. Use the Trifecta—Prehead, Headline, Subhead.

I go into this trifecta in more depth in my book, Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy that Attracts, Inspires and Invites.

In short, the prehead lets people know they’re in the right place, the headline presents a solution, and the subhead adds details.

Tip 5. Come from a Place of Love.

People are being sold to all the time. Think about how many emails land in your inbox each day. Think about how many advertisements you see, how many pieces of sales copy you read in a given time period when you’re on your computer.

They’re in your Facebook feed, your Instagram feed, your radio station.

It’s SO easy for people to tune out something the read, or to quickly skip onto the next message.

That’s why everything you write should sound genuine – should come from a place of love.

Whenever you sit down to write copy, pretend that you’re writing a letter or note to a friend – someone very important to you. Write from the heart.

I know, because you’re here, on this site, that you care about the people you work with. Make sure that shines through in your copy, and especially in your headline.

Yes, it should sound/feel exciting. But it also has to sound authentic, so your readers know you truly care about the results they get.

When you master the art of writing headlines, your ideal clients will make the choice to read the copy below them.

If this resonates with you, you may enjoy reading the second book in my Love-Based Copywriting series, Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy That Attracts, Inspires and Invites. It’s available in most eBook formats, and you can get it here.

3 Reasons Your Ideal Client—Not Your Target Market or Niche—Is a Cornerstone of Building Your Love-Based Business

3 Reasons Your Ideal Client—Not Your Target Market or Niche—Is a Cornerstone of Building Your Love-Based Business

Building a love-based business is a unique endeavor. It’s not like building just any business. When you’re consciously building a business into one you love, and that loves you back, there’s one really important thing to consider: in order to have a business you love, it’s essential to have clients you love (rather than just marketing to a general target market).

Those clients you love, the ones who love working with you and who sing your praises while you solve a problem they’ve struggled with, are your ideal clients.

On this blog, I’ve talked about writing love-based marketing copy,  plus you can learn more about the philosophy of doing when you pick up your own copy of my “Love-Based Copywriting Method: The Philosophy Behind Writing Copy That Attracts, Inspires and Invites .”

One of the key principles of writing love-based copy—and to building a successful, profitable, love-based business—is to define and understand your ideal clients.

Now, you may be thinking, if you know who comprises your target market, or what your niche is — you’ve done this already.

But an ideal client is different than either a niche or target market.

Where a target market is a broad demographic, and a niche is a subsection of that demographic, an ideal client is a specific person … and you know exactly what keeps her up at night. You know what motivates her, what inspires her, and what she truly wants at her core.

As the owner of a love-based business, you have a genuine desire to provide a solution for the people who buy your product or service, right?

If you can’t communicate effectively with the people who you’d best serve, then they won’t buy … and you won’t have the opportunity to help them. Not only are you missing out on a sale, but they’re missing out on a potential transformation (likely one they very much desire).

So, that being said, here are three reasons it’s so important to define and understand your ideal client:

  1. You See a Better Return on Investment When It Comes to Your Marketing Efforts.

Different people are motivated by different things, right? Even two members of the same target market or niche may be motivated by different things. For example, if you sell shoes and your niche market is girls ages 10-12, half of them may be motivated by shoes that look awesome and stylish, and the other half may be motivated by shoes that help them run fast. It seems pretty obvious that you’d market to each of these ideal clients differently … efforts to market to both of them at the same time will likely fall flat.

If you’re trying to sell to everyone, you’re probably getting pretty generic. The more generic you get, the less people will recognize their specific problem in your marketing materials. So when you dial in on your ideal clients’ pain points and the transformation you can help them experience, you position yourself as an expert or specialist, and your ideal clients recognize YOU as THE solution they’ve been looking for.

Therefore, you’ll generate better results in terms of client attraction, conversion, and longevity.

  1. It’s MUCH Easier to Market to One Ideal Client Group Than to a Target Market or Niche Market.

The more people you try to market to, the more messages you need to squeeze into your marketing materials, which means if you’re not careful, it can get very confusing. Plus, you’ll likely end up spending even more time writing and creating your marketing messages than you really want to.

You’ll also have more than one place to market. In the above example, girls who want to run fast are probably hanging out in different groups than girls who want the trendiest shoes. So, to reach both groups, you’re going to have spend time and energy in both groups, which again increases the complexity and number of hours you’re spending on your marketing.

Now, in contrast, consider what it’s like to focus on ONE ideal client group. It’s so much easier to craft messages that speak directly to their soul. You’ll also be able to laser focus on the exact places they’re hanging out.

See why it’s easier AND a better return on your investment to market to one ideal client group?

  1. Attracting Ideal Clients Makes Your Business More Profitable.

Even if you have a small group of ideal clients, you’ll actually attract more of them if your messaging is specific to their unique pain points, desires, and hopes. The more specific your messaging is, the more likely your ideal clients will recognize that you’re talking to them, that you understand them, and that you can solve their problems. Therefore, the more likely they’ll be to buy from YOU.

When you do land several ideal clients (rather than a wide range of client types), you’ll be working with folks who love you, and who YOU love. They become raving fans and tell their friends about you.

Meanwhile, your business resources—marketing, time, energy, and effort—are directed toward helping the clients who love you, rather than putting out fires related to less-than-ideal clients.

The less “ideal” a client is, the more of a challenge it becomes to work with him or her. Less-than-ideal clients are the ones who demand the most attention from you and/or your team, as you try (endlessly) to make them happy. They may also be more likely to ask for refunds, or worse, openly badmouth your business.

And, that doesn’t even cover your personal energy level — less-than-ideal clients are likely the ones you dread talking to, who make you shudder when the phone rings and you know it’s them, and who cause your total exhaustion.

I suspect you didn’t start a business because you want to be drained … and working with less-than-ideal clients will do precisely that.

Now, when your business is filled with ideal clients, you’re much more likely to be “filled up” when you work with them. You’ll love getting on the phone with them, and they’ll energize you. Everything will just flow.

And, don’t worry if you feel like your ideal client group is too small — in most cases, there are more than enough ideal clients to fill your business, and you can always “add” ideal client groups later if you really feel like it’s too narrow.

To sum it up, identifying and getting to know your ideal clients is a huge must! And because it’s so important, here’s a quick exercise to get you started.

Exercise

Take a moment to paint a mental picture of your ideal client. Spend some time with her. Really get to know her. This way, when you begin to write your marketing materials, you’ll have someone to whom to write them.

And get really detailed. Give her a name and a favorite coffee drink. What car does she drive? When she wakes up at three a.m., what’s on her mind? What is she worried about?

If this concept resonates with you, I’d love for you to pick up your own copy of my “Love-Based Copywriting Method: The Philosophy Behind Writing Copy That Attracts, Inspires and Invites.”

[Video] Flip It! Is Email Marketing Dead?

[Video] Flip It! Is Email Marketing Dead?

If you have an online business or you’re looking to start an online business, you’ve likely been taught to build an email list — which is a list of emails belonging to your ideal clients — and market to them by sending out emails.

And, that’s a very solid business strategy. Email marketing has been proven to be one of the most effective way of marketing your business.

The problem is, it certainly seems like it’s a lot less effective than it once was. The number of people opening and clicking on emails seems to be going down all the time. And, while it used to be you could send an email out to your list and make some sales, now you may only hear crickets.

If that’s happened to you, it can feel really discouraging.

So, what gives? Is email marketing dead?

Take a moment to watch and decide for yourself.

 

(Wondering exactly how you can get everything you want simply by flipping your perspective? Check out the first episode here.)

If you liked this episode, you may also like my Love-Based Copy books: Love-Based Copywriting Method and Love-Based Copywriting System, both available on Amazon, Barnes and Noble, iTunes and other online retailers.