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Want More Clients? Here’s My Love-Based Getting Clients Checklist

Want More Clients? Here’s My Love-Based Getting Clients Checklist

Is there a secret “magical” button to getting clients?

I get this question a lot. And it makes sense — getting clients is the lifeblood for all businesses. But how do you do it?

Of course, there are a ton of answers. But because you’re here, I suspect you’re looking for proven ways to get new ideal clients in a love-based way … using methods that feel good to you and the people you’re hoping to attract.

That being said, let’s dive into my Love-Based Getting Clients Checklist:

• Know who your ideal clients are. 

Before you can attract your ideal client, you need to know who he or she is. And the best place to start is to get very clear on who your ideal client is (because your ideal client is different from your target market or niche).

• Know what is keeping your ideal clients up at night.

What, specifically, is bothering your ideal client? Does she want to make a big impact on this world? Is he searching for purpose? Is he tired of working double-full-time hours to make a part-time income? Is she exhausted from being in pain?

You must be able to dial in on their specific pain if you expect to be able to communicate how your product or service will help your ideal client.

• Know how your product or service solves this pain. 

How, exactly, does your product or service solve your ideal client’s main problem? For example, does it give her a process or system to reach the people she wants to serve? Does it give him clarity about his purpose? Does it offer a method for boosting his income while working fewer hours? Is it a new solution to help her get out of pain?

• Properly communicate how your product or service will solve your ideal client’s problems. 

Touch on pain, but don’t twist the knife.

Many heart-centered or spiritual entrepreneurs shy away from using pain in their marketing copy because it makes them feel “icky” or arm-twisty. But I’m a big proponent of using pain—respectfully—because it’s a great way to show your ideal prospects that you understand what they’re going through and that you can help them.

Of course, you don’t want to use fear-based emotions like shame or guilt when you’re mentioning their pain, and don’t use your copy to agitate their pain to the level of suffering!

Use your ideal clients’ language, not your own.

Don’t try to be cutesy when it comes to writing your copy. Instead, use the very same words and phrases your ideal clients would use. If you’re not sure what those words and phrases are, ask your ideal clients. Survey them, or ask them on your social networking channels or Internet groups.

Know where your ideal clients hang out, online and offline—and then hang out there, too. 

The first step to knowing where your ideal clients hang out is to get to know them on a really deep level. Once you know, you need to ramp up your presence in those places … even if they aren’t your favorite places (because you are not necessarily your own ideal client). If your ideal clients don’t have the chance to get to know you, by hanging out with you, then you’re going to have a tough time convincing them to work with you.

Connect with your ideal clients when you meet them—without trying to “sell” them.

When you meet your ideal clients, connect with them on a personal level. You may share your expertise or answer questions. Or, you may discuss your favorite books or TV shows, or your pets or hobbies. You may discuss your family life, your favorite city to visit, or your favorite foods. Letting people in on who you are is a huge element of the know, like, trust factor.

• Be accessible and visible, consistently.

It’s simple math: the more you’re “out and about,” whether it’s virtually or at networking events, the more opportunities you create to connect with your ideal clients. So whether you are going to networking events, hanging out online, or whatever you choose to do, be consistent about it.

• Follow up with the people who raised their hands and said they were interested in getting to know you or work with you.

Lack of follow-up is like leaving money on the table. Keep in mind that in today’s society, we’re all receiving countless messages every day. The volume is so great that many people don’t even hear these messages! So follow-up is key—again, it provides you with more opportunities to ensure your ideal prospects remember you, and remember why they were interested in the first place.

The more you get yourself out there, the more you share your voice, your personality, and your expertise, the higher the chances that you’ll land in front of your ideal prospects and ideal clients!

So, that’s the Love-Based Getting Clients Checklist — use it anytime you want to jumpstart getting clients in the door.

If this topic resonated with you, you may be interested in “Love-Based Copywriting Method: The Philosophy Behind Writing Copy That Attracts, Inspires and Invites.” It’s available at most online retailers. Learn more, here.

 

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.

 

 

Niche vs. Ideal Client – Which Is Better to Grow Your Business?

Niche vs. Ideal Client – Which Is Better to Grow Your Business?

Niche and Ideal Client are buzzwords among business owners, right? And in many cases, they’re used interchangeably.

But as I explained in a recent post, “3 Reasons Your Ideal Client—Not Your Target Market or Niche—Is a Cornerstone of Building Your Love-Based Business,” there’s a huge difference between niche and ideal client.

The distinction is an important one, and that’s why I wanted to revisit the topic today.

First of all, let’s recap. What IS the difference between niche and ideal client?

A niche is a subsection of a target market. A target market is a broad demographic of people. To really dial in on what this means in terms of marketing, let’s look at the definition of demographic: “a particular sector of a population.”

Typically when we talk about demographics, we’re talking about external factors like age, career type, income, or location.

So if your target market was 35-year-old women looking for a business opportunity, then you’d dial in even deeper to find your niche; for example, your niche may be 35-year-old stay-at-home mothers looking for a business opportunity.

An ideal client takes the concept of a niche even deeper. The concept is based on internal factors, like values, desires, and hopes.

When we talk about an ideal client, we’re talking about a specific person, what motivates and inspires her, and what she truly wants at her core.

Since we’re going deeper, let’s drill down with 35-year-old mother example.

Here’s what we have so far:

Target market: women looking for a business opportunity.

Niche: stay-at-home moms looking for a business opportunity.

Right away, I can think of two distinct ideal client groups in this niche.

Ideal Client Group One: A woman who wants this business opportunity not because of money (she has a partner or another source of income that funds her family and her life), but because she feels like she’s losing herself in the roles of wife and mother. She feels guilty for thinking, “Is this all there is?” especially when her neighbor, a mom with a full-time job, tells her how lucky she is that she’s able to stay home with the kids. This ideal client needs flexibility and the option to work as many or as few hours as she wants. She is very clear that being a wife and a mother come first, and she wants the time to be able to cheer at soccer games and pick up dry cleaning without stressing about her business.

Ideal Client Group Two: A woman who has found herself in a position where she needs to be the breadwinner for the family. Money absolutely IS an issue, while flexibility and number of hours required aren’t.

Take a moment to think about the pain each ideal client is going through.

Ideal Client Group One: This mom feels like she’s lost herself. She wants to get in touch with herself again, to establish her own identity separate from that of being a wife and mother. She can afford not to work (although perhaps she may want to bring in some money for “extras,” like vacations or to beef up her children’s college tuition fund), and her priority will always be her wife and mom duties.

Ideal Client Group Two: This mom feels a tremendous amount of responsibility. She wants to make money, and would love a steady source of income she can count on to put food on the table. She’s willing to work as much as possible to take care of her family.

Now, if you were the owner of a company who could offer a business opportunity to each of these ideal clients, think about how differently you’d want to market to each one, presenting your business opportunity as the solution to her pain.

Ideal Client Group One: You would position your business opportunity as a way to do her own “thing,” to enjoy the rewards of being a business owner while still having the time and flexibility to be an attentive wife and mother.

Ideal Client Group Two: You would position your business opportunity as a way to make consistent money, starting right away, so she can put food on the table and pay the bills.

So now you understand why knowing the difference between ideal client and niche is so important!

But which one is better to grow your business?

I’m a big believer that the answer is ideal clients.

I don’t feel like niche markets or target markets go deep enough.

Let’s go back to our example. If you market to your niche—stay-at-home moms looking for a business opportunity—you may do okay. Your marketing may resonate with some of the stay-at-home moms out there, whatever their situations are.

But if you market to your ideal client—either the mom who wants to rediscover herself or the one who wants to support her family—then think about how much more strongly your message will resonate.

Every single piece of marketing you put out there will be that much more effective, right?

Now you may be thinking, but my company is great for both ideal clients in my niche! Why can’t I just target both?

To that, I say while yes, I’m sure you absolutely could fully support both, by trying to appeal to both with your messaging, all you’re doing is diluting your message for both groups.

Combining messages by mixing them together makes you look like a Jack of all trades—and a master of none. And, in the vast majority of cases, if they can afford it, people will prefer to work with a specialist over a generalist.

When you pick one ideal client group to focus on (also known as “picking a horse and riding it”) you’ll improve your results and your business will gain momentum—and you’ll be making a positive impact on precisely the people you’re meant to help!

If this topic resonated with you, you may want to pick up 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).” You can get it 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.”

The Bullet Point: The Holy Grail of Copywriting

The Bullet Point: The Holy Grail of Copywriting

If there is one element of direct response copywriting that has the potential to get people to click that “Buy Now” button, it’s the mighty bullet point.

A well-written bullet point, or set of bullet points, has the potential to close the deal faster than almost any other element in your marketing copy.

Why?

Well, because a bullet point is a tool that is quick to read, mentions the pain your ideal client is in, and your solution, all in one neat and tidy package.

Now, let’s talk about the “how” – how do you write a rockin’, take-no-prisoners bullet point?


So you probably know the difference between features and benefits, but just in case: a feature is an attribute of your product or service. A benefit is the “what’s in it for me” of that attribute.

Here’s the key: people buy benefits.

If you buy a book on copywriting, it’s not because you simply want to add to your book collection. So even though you’re buying a book, you’re not actually buying the book. Right? What you’re actually purchasing is the knowledge you will gain from reading the book, which will strengthen your copywriting skills … which will lead to more sales.

Therefore, when it comes to copywriting, it’s important to spend more time describing benefits than features.

The bullet point is the perfect place to make those benefits shine.

Now, before we take a deep dive into bullet points, let’s get really clear on the difference between features and benefits.

Features are the “what you get.” They’re the deliverables.

So let’s take the example above: a book about copywriting. The book itself is a feature. It’s what you get.

If you’re selling a car, the features may include a leather interior, a big engine, and a stereo.

If you’re selling an online program, the features may include weekly video trainings, a downloadable workbook, recordings of every session, and access to a private online forum.

A benefit, on the other hand, is the answer to the “What’s in it for me?” question. (Or, in your case, “what’s in it for the reader or potential buyer.”)

So going back to the car example, the benefit of leather interior is that it resists stains. A big engine means you get where you’re going, fast. And a nice stereo system means you can listen to awesome tunes as a soundtrack to your life.

As I mentioned above, the benefit of buying a book about copywriting is new knowledge that leads to more sales.

If you’re selling that coaching program, think about the benefits of each feature I listed:

  • Weekly video trainings provide information and accountability, so the client stays on track and receives support in implementing what he’s learning.
  • A downloadable workbook allows the client to personalize the new information so he can actually use it to create positive change.
  • Recordings of every session mean the client can access this new information any time, whether it’s relevant now or in the future.
  • The private online forum gives the client a sense of community, as well as access to support, advice and feedback, so he can get his questions answered and continue moving forward.

For every feature you list, you must also list a benefit. I like to find the benefit by asking, “So what?”

Let’s revisit that copywriting book example. The feature is a book. Sixty pages of information. So what? So that you can improve your writing skills and make more sales.

So, let’s get back to the bullet point.

Each bullet point should include a single benefit, and should either move your prospect toward pleasure or away from pain (I recommend a 70/30 ratio of toward pleasure to away from pain bullets).

If right now you’re cringing, because you’re thinking “But Michele! I’m conscious/mission driven/heart-centered! I don’t want to mention my prospects’ pain!” keep reading.

It is actually a disservice to your potential clients to ignore their pain. When you lightly touch on it, you can remind them that they have a choice about whether to remain in pain, or move away from it. (If you want to learn more about how to do this the love-based way, you can check out last week’s article, here. And if you want to learn more about the love-based copy philosophy, go here.)

Below are some examples of benefit-driven bullet points, from my “Why Isn’t My Website Making Me Any Money” sales letter. The benefits are in bold.

* An easy and effective way to transform yourself into an expert (so people will be more likely to buy from you)

[Increasing the likelihood that people will buy is moving the prospect toward pleasure.]

* 7 simple, 5-minute tweaks that add credibility to your site, so people will be more comfortable handing over their credit card and other personal information

[Making people more comfortable handing over information moves the prospect toward pleasure.]

* The one sentence you MUST add to your site if you want anyone to purchase anything from you

[People purchasing moves the prospect toward pleasure.]

* A common, VERY costly mistake you’ve probably made (or are considering making), which leads to your website not making sales (and how to avoid it)

[Making mistakes is painful! So this bullet point shows a feature that moves prospects away from pain.]

Once you’ve mastered the art of the bullet point, you’ll find that your copywriting is more effective, and you’re better able to make your biggest impact.

If this topic resonates with you, you may be interested in 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,” where I take this information on writing powerful bullet points even deeper. Get the book here to discover a new approach to direct response copywriting that feels good to you and to your prospects!