I’ve spoken before about the importance of knowing who your ideal client is (I speak about it A LOT). I told you that your ideal client basically represents the sort of person who you are trying to help with whatever service or product you are offering.

This person is who your products or services are made for, they are your core demographic, but really zoomed in.

Now, you’ll notice that I am always speaking about ‘digging in’. Sure it may come from my background as an archaeologist, but really it’s because I want you to realise the importance of getting below the surface of things – because that’s where the gold is.

I’ve said time and again that knowing who your ideal client is CANNOT stop at what their favourite colour is and what their go-to Starbucks order is.

I’m not trying to be funny, or cute, or sassy: I’m trying to help you see that if you want to write copy and have marketing material (whatever kind it is) that actually resonates with your intended ideal audience AND inspires them to take an action, you need to write that copy FOR them.

How do you write copy FOR a specific audience? You understand what they need to hear.

And you can ONLY do this by knowing who this person is to the level that actually tells you something. 

Riddle me this: what exactly would knowing that your ideal client orders a skinny extra-hot cappuccino from Starbucks tell you about what they would need to hear from you in your messaging in order to see that you are the business coach they need in their life? 

You need to go so much deeper.

When defining and digging into who your ideal client is you want to be thinking about two main things: demographic and psychographic aspects.

But here’s the key point: it is not simply knowing what the demographic and psychographic aspects are that is important and useful. It’s knowing what these tell us about how to speak to your ideal client that is important.

In episode 26 of The Copy Coach podcast, I’m delving into this topic even more and I’m sharing some examples so that you can see how you can dig into your ideal client’s demographic and psychographic aspects and use the gold you find to write messaging and copy that speaks directly to them and inspires them to take an action!

Listen to the episode here