Over time, we can redefine our brand identity to attract the right customers.
If your business or customer base has undergone major changes, they can be hard to accept and adapt to, sometimes due to fear of the unknown. Change, however, brings an opportunity to move in a direction aligned with your interests and those of your clients.
1. Prime your text for search – If your blog posts, web pages, or other content don’t gain interested leads, you might need to refocus them to follow current search trends. For Google, add text based on research or expert advice and highlight your expertise.
You might also need to refine your keywords based on the topic, your audience, and content goals. One way to find them is to check A/B test results for social media posts and your e-newsletter (if you have one) that promote the article for the best performers.
2. Create more convincing copy – Among other formulas, AIDA (Attention-Interest-Desire-Action) offers a useful content framework.
With your headlines and intro text, grab attention, spark curiosity, encourage action, and let readers know what’s in it for them.
In the middle, build on those details. Answer questions or overcome objections. Add interesting facts or visuals. Keep readers reading–fan their desire to learn more. Finally, influence them to act on an offer or provide valuable takeaways.
3. Build a bond with concrete terms – It’s not always what you say, but how you say it. Foggy wording won’t reach prospects who will value and respect you and your work.
Example: Without explaining them, law Latin like “intervivos,” which means “living” — can result in lost leads. For audiences unfamiliar with the terms, it’s often better to skip the jargon.
More ways to stand out:
- Cut the clichés. Speak in your target market’s language without talking down to them. Especially for food and luxury items, vivid details highlight their value.
- Share your beliefs and your work process–what drives you to serve others. What distinguishes your business? Who do you serve (and don’t serve)? Use your unique selling proposition (USP) or tagline (often a shorter USP) as a starting point.
4. Polish your phrasing – If your audience isn’t educated or doesn’t care, you can get away with typos or grammar fails. But clients who prize your skills appreciate clear copy. They’re also often willing to pay more for access to your knowledge and experience.
5. Show some personality – The image your brand reflects affects the kinds of clients you attract. Though you must adhere to certain standards in your field, don’t be afraid to show who you are. It helps the right customers relate to you.
Example: If care and compassion are among your core values, weave them into your copy. Show how you treat others. “When you’re feeling down, we’re ready to listen anytime, day or night.”
Be careful not to get too personal. Share what you’d feel comfortable discussing with a grocery clerk. Some business owners veer into topics not tied to their work. If it draws your ideal customers, that’s fine. But depending on the context and your market, controversy can harm your image.
Clear copy draws leads who “get” you and weeds out those who don’t. Working with clients who value you and your work makes it more rewarding and meaningful.
Sharpen your image with quality custom content
P.S. If your copy already attracts the right clients, I’d love to hear from you! I’m always interested in learning more.
How do you attract the right customers with your content? Feel free to comment below.
QUOTES
“As you start to attract the right clients, you’ll phase out your wrong clients.”
Shannon Mattern
“We cannot solve our problems with the same level of thinking that created them.”
Albert Einstein
