I want to get their attention RIGHT from the start.
I want to know exactly what to say to help them see this is a no-brainer.
I want to write engaging copy that jumps off the page and grabs their attention.
I want the magic words.
When I ask my own clients + customers what they MOST want help with when it comes to writing copy, statements like these always find their way into the answer bank.
As entrepreneurs, we want the magic words to help people see the value in what we have to offer.
Trouble is – we’re not looking for them in the right places.
You probably know by now that I’m a big proponent of using YOUR words when you write (created an entire cheat sheet to help you do just that!), but sometimes YOUR words aren’t actually enough.
That’s what we’re talking about today.
In this one, we’ll cover:
- a VERY simple way to find out exactly what your dream clients want to hear from you
- how to use your listening skills to boost your money-makin’ skills
- why + when your words aren’t always going to work
- how to gather valuable feedback even when you don’t have an audience yet
- WHERE to find potential dreamies to connect with (see the list below)
Click below to watch (or take a listen):
IN A (COCO)NUT SHELL
It’s important to know who your dream clients are so that you can meet them where they are and establish a genuine connection by literally speaking their language.
That’s where (what I like to call) a “copy bank” comes in handy.
A copy bank is an exercise in active listening that can take the digi-shape of a Google doc, Word doc, Evernote file – whatever you want to use.
It’s where you keep track of the exact words your potential clients + customers use to describe what they want and need from a solution (product, program, or service) like yours.
Because THOSE “magic” words – their words – are going to grab their attention.
You can also use your copy bank to keep track of things they LOVE or even hate – your main objective is to get to know as much as you can about what they value so that you can help them see how your offer is a great solution.
(As long as it genuinely IS a great solution, of course. Not trying to be manipulative here!)
There are two simple ways to fill your copy bank:
You can proactively ASK potential clients Qs via formal or informal survey – via blog post, actual survey like Typeform, SurveyMonkey, or Google form, or (gasp!) actual live conversations – face-to-face or over the phone.
To start, ask Qs about their struggles with (that problem), their dream solution for (that problem), and their previous experience with (similar solutions).
I have to acknowledge that surveying people can be a huge waste of time if a) you’re asking for input from who would never actually BUY from you, and/or b) you’re asking people who don’t know what they want or need.
The survey idea can work really WELL, however, if you’ve got a) a pre-qualified group of potential (or existing) paying clients to talk to, and/or b) something of value to offer in exchange for their time + thoughtful feedback.
(I offered a limited number of free sessions in exchange for early feedback before I offered paid sessions – you could offer a free PDF, sample, discount, etc.)
If you don’t have the crowd or the carrot, howev, the straight-up ASK route can be tricky.
Your best bet then is to:
Listening is the key to uncovering those “magic words” – especially when you don’t have a pre-qualified audience to ask just yet.
(Listening really the key to any healthy relationship – personal or professional. I’ve got tips for you on that here.)
We all just want to be heard, and when we feel like someone’s taking time to really pay attention to what we want, need, care about…we are much more likely to trust them and listen to what THEY have to say.
So let’s not overcomplicate this.
Once you know WHO you want to work with, follow these simple steps:
Step 1. Find out where they share opinions online (See the list below for ideas.)
Step 2. Go there.
Step 3. Watch for how they talk about their struggles, desires, frustrations, and other interests.
Step 4. Listen (read) carefully.
Step 5. Take NOTES. Save emails. Screenshot comments for later reference. (Save ’em in one spot!)
Step 6. Use THEIR actual words to grab their attention in your copy (then add your flavor to the rest of the message!).
NOT SURE WHERE TO FIND potential clients + customers?
Once you allow yourself to get creative and really start looking, you’ll find ’em everywhere, like:
- Facebook – pages and groups
- LinkedIn + other online networking groups
- Amazon – the reviews are super-informative and sometimes highly entertaining!
- Blogs of similar businesses (comments sections)
- Message boards (YES those are still around!)
- Associations + clubs
- Your EXISTING network (friends of friends of friends)
Get that copy bank started!
Once you’ve got it going, you won’t need to reference it as often because you’ll be attracting more clients and customers, interacting with them, getting to know them, and it will be MUCH quicker and easier for you to step into “the dreamie zone.”
If you’re feeling generous (and I hope you ARE), help your fellow small business owners out by sharing in the comments:
1. What’s your business?
2. Where do YOUR dream clients + customers hang out?
Let’s get these ideas flowin’!
To those magic words,
P.P.S. If you liked this post + want to help me spread the word by using the links below to share it with your buddies, I would greatly appreciate it! You can also subscribe to my YouTube channel if you’d like to see new videos before I’ve had time to turn them into blog posts ;)