Monday February 17, 2020
Your copy isn't for everyone, but it's for someone. And if you're going after high-paying clients, that means you need to be talking to them where they are at now - not where a $200 client would be.
Your higher-end client is out there who is endlessly surfing the internet, wishing and hoping that a product like yours exists. They may not even know that your type of service, product or program exists and you're wondering why you're not finding them.
Last week, I talked about how you can actually capture your higher-end client right now through your content by mastering a few techniques and shift your copy from a $97 client to a $5,000 client.
When you connect with this person, you have a guaranteed sale. There is no hard-selling or strong-arming; just a little well-written copy.
Before you can write for that higher-paying client, you need to know who they are, what their dreams are and what keeps them up at night. That way you're talking TO them rather than AT them.
And when you enter the world of blogging or content writing, you need to be spending a great deal of time researching your audience. Here are a few ideas to think about when you're writing copy - from your social media posts to your long-form copy (like blogging!).
Who Is Your Best Customer?
One way to think about this higher-end client is that they're your "best customer." They're not your only customer, but the BEST (because they are going to be helping to fuel a life you love while you help fuel a life they love).
When you aim at the best customer or the one who most needs what you're offering, you'll get others as well.
Neil Patel says when you're writing copy, the end result needs to be about how you talk TO your higher-paying client:
"Your objective of blogging may be to generate leads, to increase web traffic, or to raise your profile as an authority. But if you use your blog just to spread your sales messages, you may struggle to find readers. You might not win the clients you’re looking for. And your blog may remain a lonely voice whispering quietly while no one pays attention."
It's time that you start discovering who you're talking TO and begin addressing your higher-end client with where they are at rather than thinking they want or even need your stuff.
It's estimated that for most businesses, 20% of their customers generate 80% of their sales. It's your job at the research stage to discover who those 20% are.
What You Need to Know
One way you can start talking TO your higher-paying client is by connecting with them. How? By creating a demographic profile of him/her.
The demographic profile includes quantifiable data about your best higher-paying client such as their age, gender, ethnicity, location, income level, and so on.
Basically, you need to know this higher-paying client like they are your BFF.
Here is one suggestion that I always recommend to my clients: choose a person who should be working with you or who you would love to work with because they are such an ideal customer and you know you two would work together well with.
Choose that person and fill out a demographic profile. I have a Get to Know Your Avatar Worksheet that will help you get started with this process and you can download it now.
You may have to make up a few details about this person you chose because you're not going to know everything about them, but this is going to be a game-changer for you and your business and how you write content.
Inside of Get to Know Your Avatar worksheet, you'll be getting into the psychological data that's not quantifiable like attitudes, fears, likes/dislikes, interests, motivations, and so on.
Creating a Persona
Sometimes, you may find that you're creating someone that you don't know - yet. From this data, you're going to be creating a human being. It may be an imaginary human being or someone you actually know, but an important person nonetheless because this is the person you're going to write copy to.
Here is what it may sound like:
"Will Clark, a guy in the American Midwest in his 30s who works for a mid-sized company. He carries around a little extra weight and he worries it might be having a negative effect on his marriage, but he can't get up the motivation to start going to the gym."
Or, "Nancy who lives in Morrison, Colorado, and is in her late 40s who owns and operates a 6-figure company. She wants to get more eyes onto her business and her podcast to go from 6-figure to 7-figures but isn't quite sure how to do that. What was working isn't working now and she's wanting to tighten the learning curve so that she can get more clients and elevate her brand and business further faster."
(PSST: The above is my high-client persona!)
The information that you have should come from actual customer data and not just what you think he's like.
This research is quite a bit of work, but it's essential for your content to not only work but convert. You're writing for real people who have real problems. And you have the solution to that problem.
Once you've created a higher-paying persona, all you have to do is tell that person how your product can help them. This is what makes copywriting work like magic because now you know how to communicate how your product, service, or program can help solve their problem.
Go ahead and download the free Get to Know Your Avatar Worksheet to understand your higher-paying client so that you're communicating TO them rather than AT them (and begin to convert more leads into raving fans as well).