Writing your marketing message – are you speaking your client’s language?

The difference between writing good sales copy and bad could mean the difference between having all the clients you can handle (and turning away those who are not your ideal client) and waiting for the phone to ring.

{Just to clarify: by “sales copy” I mean the words you use on your website, your brochures, your magazine ads, your product launch landing page, your sales conversion pages, your social media headlines and status updates. Whatever means you are using to communicate with your customers.}

Do you seek out your clients, or do your clients find you?

Are you a client magnet? - red magnet with lots of people stuck to it - drawing people to youDrawing people in isn’t some sort of magical mystical trick that involves a potion and a rabbit’s foot, or writing a cheque to the universe (well, not completely – for instance, read the immensely popular book “the Secret”) but the real key is to take action. That’s usually the missing link between “wishing” clients would come, and “drawing them to you”.

And action, in this case, means writing your sales message, your blog post, your magazine ad, your brochure or creating your welcome video with your perfect client in mind.

 It’s about establishing yourself as an expert in your field, and being seen as the “go-to person” in your industry.

It’s about getting your potential customers to say “YES, you totally GET me…that’s exactly what I need help with” when they land on your website, or see your email signature or business card.

Anyone can be your inspiration or your muse – mine changes with conversations I have, so it sometimes feels like a flavour of the week. But there is always a common thread. It’s a client who I LOVE to work with, who is totally stoked about the ideas and advice I’m giving them on how to improve their business. So that later, when I’m writing a blog post, creating an ebook or tutorial video, it’s THEM who I imagine myself talking to. I’m answering the exact questions they had, or  giving solutions to their specific challenges.

Answering your clients’ questions is an easy way to get over the writers’ block that most business owners and entrepreneurs have, that makes them shy away from creating a blog, or makes their websites sound so boring or uptight.

Actually visualizing the person you are talking to makes it flow more like a conversation and a lot less like a sales pitch or corporate-speak brochure.

It gives your website or blog a real personality, keeps it from being dull and sounding like yet another blog post about XYZ (fill in the subject for your industry) and it defines you as an integral part of your brand, which is no small thing.

People buy from people. They buy from companies who they know, like and trust. And most of the times, that comes down to someone making a connection with them.

Have you ever bought something from a company based on customer service, even when their price was a little higher? How did that person make you feel? What did they say or do that made you trust them enough to part with your money?

Developing your own authentic voice with an underlying desire to be helpful in serving your clients is the best way you can stand out when there are dozens of other accountants, lawyers, life coaches, financial advisors, florists, chiropractors, dentists, wineries, restaurants, or whatever service or product you are providing.

In it’s basic sense, it’s market research that will help your business grow.

Defining your ideal client and how you can help solve their problems is a major part of writing a business plan. Maybe it’s time to revisit the concept, and freshen it up so it helps you with your current marketing strategy, not just gathering dust in a 50 page document that you haven’t looked at since you wrote it (if, in fact, you did create a business plan at all).

Action Steps:

What questions are your current clients asking over and over again?

When you have a client who gives you an amazing testimonial, what do they say about you or your services or products? What problems have you solved for them?

Remember to pay attention to the actual words they are using – speak their language. Your customers might say “cheap” whereas you use the word “affordable”. It makes a difference because these are the exact words customers will use to look you up in a Google Search.

Use these ideas as a basis for writing a blog post (or several), and for revising the wording on your website, so you can attract the right customers to you.



What We Do

Bright Spark Media is located in Kelowna, BC. We help small businesses, entrepreneurs and service professionals in the Okanagan Valley and globally online. We offer social media training, customized social media set up, social media strategy and business coaching sessions, as well as commercial or event photography services and web design...everything to help you create an irresistible online presence!


Kelowna, BC, Canada
Phone: +1 250.575.5964
Email: BrightSparkSocialMedia@gmail.com