When it comes to writing copy for your ideal client or customer (or doing any kind of marketing), it’s important to remember that your ideal client is on a journey.

They’re like Frodo setting off from the Shire in his quest to destroy the ring.

They’re like Kristen Wiig in Bridesmaids trying to plan a bachelorette party in her quest to be a supportive maid of honour.

Whichever example you vibe with more, the main point is the same: your ideal client is on a quest to achieve something – and if you can figure out how you slot into that quest and how you can be the helper they need to get to their happy ending? You’ll have nailed it*.

(*it being your copy, messaging, marketing and general business success. Yep sounds pretty good to me, too).

So, how do figure out the quest that your ideal client is on? How can you begin to understand how you fit into the story? By identifying the point A and B of your ideal client.

These two points are not just the major milestones in your ideal client’s journey and story. The point A is your ideal client’s current situation (where they are now) – the point B is their ideal situation (where they want to be).

You need to know what these are, and how your ideal client feels about and at these points, so you can show up and be the one to get them from A to B, and so you can understand their motivation for being on the journey in the first place.

If you can do this and express it in your copy? You’ll see more results from your efforts because you’ll actually be reaching who you want to be reaching (i.e. your ideal clients) and converting them into actual clients because they’ll see you as the Gandalf or Melissa McCarthy they need in their lives to get them where they want to be.

For more on this and more about how you can really begin to identify your ideal client’s point A and B? Listen to Episode 32 of The Copy Coach podcast here.