This post was originally written as a guest post for the team at CreatedRed Media in 2015.
As a copywriter who celebrates the role of valuable, meaningful business copy, I can often be heard extolling the virtues of a thoughtfully conceived ideal client profile. But how many of us know how to put it to good use – and how is it essential when writing effective business copy?
Write a blog
A well written blog is an invaluable tool when communicating with potential clients. It is a simple way to tell your brand story, place you as an expert in the field and can even help with Google ranking. So how does your customer profile come into play when producing a blog?
A good profile will guide you as to the beliefs and priorities of your ideal client. Address these in a regular blog post – include case studies and share expert advice on overcoming hurdles. Perhaps you know that a typical client is also interested in green issues or a parent of young children. Look for ways that you can write about the topics that will keep readers coming back for more. Post regularly and try to be current with the content. All of this shows potential customers that you share their belief systems, you are expert in the field – and you will be fresh in their minds when they do decide to take action.
Are you speaking their language?
The second excellent use for a customer profile is in deciding on the language and tone of voice for your copy. Does your ideal customer understand the technical terms used in the industry? If so then make good use of them. If not, translate the language into layman’s terms. Although try not to sound condescending to a potential customer. Consider the sort of tone appropriate to this particular sort of reader. An older age group may prefer a different tone to a young adult profile. Remember, every time you communicate through written copy you are writing to the very heart of your ideal client.
Show that you understand customer challenges.
There is a common saying in copywriting terms. ‘Make the customer the hero’. This isn’t empty marketing jargon. Use your customer profile to identify the challenges that an ideal client faces in daily life and show them that you understand. As with the blog, share meaningful advice that they can put into practice. Every sentence must show a potential customer how you benefit them, rather simply outlining the features of your product or service. How will you make their lives easier, help them save money or make them feel unique? Your customer profile should act as a guideline on exactly which of these questions they are most likely to respond to so that you can write the copy accordingly.