5 Steps on How to Reach Your Target Audience on an Emotional Level

When it comes to selling yourself and your brand, you must understand that your potential customers want to do business with people that they know, like, and trust. This is even more important if you’re a coach or service provider. Your potential clients may wonder if they’ll enjoy working with you, how you can help them, and if they’ll get their desired results.

This is where persuasive copywriting can help you. Copywriting will allow your ideal client the chance to know, like, and trust you. It also gives you an easy way to answer their questions before they even ask them. But before you start writing your copy, there are a few steps you’ll need to take.

Step #1: Identify Your Client

Describe your ideal client as detailed as you can. You need to be specific about their fears, frustrations, and feelings. Use forums and social media groups to see what words your ideal client uses to talk about their situation. Knowing how your potential clients describe what they’re dealing with will allow you to create copy that connects with them. You also need to think about what your potential client’s desired result would look and feel like. For example, if you help overwhelmed working moms find time to prepare nutritious food to feed their families, then the result might be less dinner-time stress, more family time, and healthier bodies.

Step #2: Focus on your qualifications

Next, think about how you’re uniquely qualified to help your potential clients. Describe why you’re qualified as a professional (education) and/or as a person (experience). You’ll want to offer proof of your qualifications in the form of diplomas, testimonials, and endorsements. These qualifications can be placed on the ‘home’ or ‘about’ page or a dedicated ‘testimonials’ page on your website and blog.

Step #3: Describe the milestones

When you have a clear picture of what results your clients can expect from you, then you’ll want to think about the journey they’ll take. Try to describe the milestones your ideal client typically encounters during their journey. For example, if you’re a weight loss coach, one milestone might be losing the first ten pounds. 

Don’t focus on just the good milestones. You’ll also want to consider the setbacks clients may face as well as the emotional aspects of their journey. For example, a setback might be gaining three pounds in one week. 

Step #4: Think about your clients’ objection

Once you’re confident that you understand your potential client’s journey, you need to take a moment to consider their objections. What hesitations might your client bring up when they’re ready to hire you? What are they afraid of if they take that first step? For example, if you’re a fitness coach who helps obese patients lose weight, you might find that potential clients are worried about visiting a gym for the first time. 

When you understand these objections, you can offer solutions. Keep in mind that solutions don’t always have to be complex. You might simply tell clients that the first gym session is all about coming in and getting comfortable with the equipment, no workout required. Now, you’ve subtly eased a potential client’s objections to taking that first step toward fitness.

Step #5: Describe the action steps your reader would like to take

Now that you know the journey your clients are on, it’s time to guide them to your product or services. You can do this by thinking about the action steps readers need to take when interacting with your content. For example, you might have a call to action at the bottom of your blog posts to join your email list.

When you send emails to potential clients on your list, you might have a call to action at the bottom of each email that invites your subscribers to set up a free consultation with you. You want to continually invite your community to keep taking action. By doing this, you’ll have a list filled with valuable leads.

Understanding your client is the first step toward creating a more persuasive copy. When you genuinely care about your client’s journey, it will shine through in your copywriting efforts.

Journal Your Thoughts:

1. Who is your ideal client? Why are you passionate about serving this client?

2. How will you be helping your ideal client? In what ways will you accomplish this (one-on-one coaching, webinars, etc)?

3. How will your clients’ lives be different after working with you and your brand?