Now that you know who your ideal client is (click here for previous ezines on how to discover who your ideal client is), you should have an idea of how to market to them, right? If you know who your ideal client is, what problem she has, and where she hangs out, it should be fairly easy to craft your marketing message. Should be. While it is easy to craft your message, great care and attention must be given to that message. In every representation of yourself and your service/product to your ideal client, the message should unambiguously be in alignment with your ideal client’s concerns. Your content (audio, video, etc.) has to speak so strongly to your ideal client that they see themselves in your materials as though it were a personal communication for their eyes only.
How do you create your content so that your ideal client connects with your message? You do this by creating conversational material. What do I mean by that? Imagine yourself sitting in a comfortable room with your ideal client sitting directly across from you. You and she are having a conversation about who you are, how you came to be where you are in your business, and how you understand exactly where she is in her business because you’ve been there. You are having a conversation. You are not reciting your resume to her. You are telling her a story. Therefore, your writing should mimic this conversational tone. If writing in this manner sounds difficult to you, consider recording what you would say and having it transcribed. I, personally, am an auditory learner and as such I need to say out loud what I am writing. I have to "hear" how it sounds.
As always, when you are communicating with your ideal client you want to be certain you are using language they understand. In other words, if there is a particular jargon or lingo unique to your ideal client you need to reference it. This lets your ideal client not only know you understand the language, but that you understand them.
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(c) 2010 Cindy Hillsey
You are free to use material from the Bridging the Gap ezine as long as you include complete attribution, including live website link. The attribution should read: "By Cindy Hillsey of Virtual Partnering. Please visit http://www.virtualpartnering.com for additional information."
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