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 will 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.
Brand is a term that we hear a lot as business owners. Marketing experts regularly tell us how important brand building is. As a writer I focus on the way language impacts your ability to attract paying clients. So in this context, the term brand relates to the perception created through the use of language.
Do you know what your brand stands for and how you make your ideal clients feel? Founder of Intuit and expert marketeer Scott Cook insists that it’s no longer as simple as telling people how they should feel. It is what they are telling each other that matters. In other words – show them what you do and why, and they will tell you – and each other – how that makes them feel. That is where the real truth about your brand lies.
A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.