Get to know your ideal client – More than just vital statistics

When working with a copywriter, at some point you will encounter the question – “who is your ideal client?” The question they really need answering is “who are we speaking to with this copy?” Without a clear idea of the reader it is almost impossible to write text that willl attract and convert the right people.

As a freelance writer I take the same approach to creating a customer profile as I do when building a new character for a story. I like to get to know them, walk around in their skin and get a feel for how they think. Here is my step by step guide to getting started.

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Networking – find a group that works for you.

As a relatively new business owner, ( first birthday last month – yay!) I still earn most of my contracts through face to face networking. It is time consuming and sometimes exhausting – extending my time spent ‘at work’ by at least a couple of hours either side of the day. Costs can range from a Pay As You Feel arrangement to hundreds of pounds a quarter.
coffee networkingIt’s easy to adopt the scatter gun approach in the early days. This works for some, many successful business owners attend a number of different networking groups on a regular basis. But with some groups requiring a large joining fee and regular monthly payments this can be an expensive marketing plan. I quickly made the decision to join one group where I could invest my time in attending meetings and getting to know other members. This involved a lot of initial research to make sure that my final decision was the correct one, but once I had identified the right group for me I made a clear commitment. I still accept invitations to visit others as a guest and drop in and out of smaller, social networking groups. But I never let these get in the way of my ‘Alpha’ choice. Attending just one main group means that I can stay focused, build strong working relationships and it doesn’t eat into my time for client work.

 

So how do you know that you have found the right networking group?

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Building a Brand – Start with your Why

Early in my work as a freelance writer I was lucky enough to be introduced to Simon Sinek and his incredible TED talk – How Great Leaders Inspire Action. Everything that Simon advocates looks at the importance of starting from a place of passion – then using the reason why you are in business as a driving factor in building your brand.

the aim is not to do business with everyone who needs the thing you have; but to do business with everyone who believes what you believe.

So do you understand the passion that drives you in your business journey? Are you using this to develop engaging and inspiring narratives in your marketing plan?

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