Why Relevant Messaging for Your Target Audience is Non-negotiable [& how to create it]

Photo by Andrew Neel on Unsplash

Recently I was on a strategy call with a client I’ve worked with on a handful of copywriting and marketing projects over the years.

Since we’ve known each other for a while, once the strategy session was over, we got to chatting informally about business, and life in general.

She asked me an interesting question.

“I’m curious,” she said. “I know what I need your help with, but what’s the main thing your other clients come to you for, if you don’t mind my asking?”

Even though I serve a varied group of creative service providers, freelancers, and solopreneurs, there’s not a long list of marketing-type things I help people with, or problems I help them solve.

My work with clients mostly boils down to a small handful of things. It’s largely writing email or website copy and/or working out their web & email marketing strategy.

And it always, always starts with getting clear on relevant messaging for their target audience, so their websites and email campaigns attract and convert more ideal clients.

Because without targeted, persuasive messaging, it won’t matter how much traffic you get to your website, how beautifully designed your site is, or how fantastic your work is.

Your ideal clients will not linger on your site, they will not sign up for your email list, and they will not inquire about working with you.

Full stop.

I’ve seen this over and over again, and I’ve been at this since the stone age, AKA 2001. (Which, by the way, I can’t even BUH-LIEVE I’ve been doing marketing communications that long. But I digress.)

This happens because not understanding your ideal clients’ hopes, fears, and dreams, together with your meaningful difference in the marketplace, results in messaging that’s generic, boring, bland and homogenous. 

And that means that as lovingly crafted and well-written as your marketing copy may be, it won’t convert enough web visitors into solid prospects and ideal clients to make all that hard work you’re putting in to “get the word out” worthwhile.

When clients come to me, they’re often experiencing the following challenge:

They’re getting some level of traffic to their website, but their site isn’t converting traffic into leads, and leads into clients.

In other cases, it’s doing a little bit of this, but not nearly enough.

This, despite having a beautifully & professionally designed website that showcases the work they do in a compelling way, or a perfectly serviceable DIY website that does the same.

Yet, people aren’t people reaching out to work with them often enough. Or at all, in some cases.

I have so much empathy for clients in this situation.

Because I was in this very same predicament when I was selling myself as a generic freelance writer way back in the day, a story I’ve told many times on this blog and in my newsletter.

What saved my butt and my business was getting clear on who I wanted to work with, what problems they had that I was uniquely qualified to solve, and how I could express this persuasively on my website and elsewhere through a clear and compelling marketing message.

That’s what changed everything for me.

I went from having a poorly performing website that wasn’t generating nearly enough qualified leads, and where email sign-ups were moving at a glacial pace, to getting high-quality clients from a tiny amount of website traffic and doubling my email sign-ups.

This was a result of clear, compelling messaging that appealed to my target audience.

Messaging that was not generic. It was also not based on what I thought people wanted, but instead on copious research + interviews I did with real, live, flesh-and-blood humans about their challenges and desires related to their creative businesses.

So, here’s my hot tip for you.

If you create a marketing message that appeals to your ideal clients and share that on your website and through your other marketing channels, it’s entirely possible to gain A LOT of traction – as in, leads, clients, and email sign-ups – without having to do loads of other things first.

Now, to be clear, those “other things” – a professional website, relevant services & packages that your ideal clients want to buy, qualified traffic coming to your site, consistent marketing, etc. – are all important, necessary, and need to be put into place.

BUT, the right messaging always comes first.

That way, when your marketing starts working and traffic starts coming to your site, your audience is met with messaging targeted directly to them and their needs/wants/desires, which in turn, makes them want to subscribe to your email list, inquire about working together, sign up for a free consult, or take some other step in your sales process.

To help you with that, the following is a brief excerpt from my recently released copy messaging guide, which you can purchase if you so desire, or you can get started by implementing the golden nugget below, without spending a dime! 😊

Your marketing message is the combination of things about you and your business — that you already possess! — that put together the right way, will help you attract and connect with your ideal clients & customers (your “ICA,” or ideal client avatar), stand out from the online crowd (instead of being a copycat version of every other person for hire out there doing what you do), and, once you’re getting consistent quality traffic to your website, help you get more business, bookings and sales.

It’s created from your ideal client profile, your unique selling proposition (USP), or what I prefer to call your “meaningful difference,” your expertise, and your unique backstory, among other things.

So, if it were a formula, it would look something like this:

ICA + USP + your expertise + your life experience & unique backstory + your worldview = your overarching marketing message

You’ll weave this in on your website, blog posts, newsletters, social media updates, and all your marketing communications, wherever you’re in conversation with your audience.

Your marketing message is what compels your ideal clients and customers to choose you over all the other choices they have, it tells them why you’re exactly the right person or business to solve their problems and challenges, and it begins to tell them how you’ll do so.

The right messaging should strike an emotional cord with your ideal/desired audience, and make them feel like, “Yes, this is exactly who I want to work with. Where do I sign up?”

Here’s another way to think of it:

The hook/big idea/marketing message of your business answers the question, “Of all the other [thing you do] out there who are equally talented, skilled, and experienced, why should your ideal clients choose you?”

And there you have it.

My hot tip for you is to spend some time creating your compelling marketing message and begin sharing it on your website and every other place you communicate with your audience.

Because again, even without all the other elements in place yet, this can work wonders for your business. I can’t promise that, of course, but it certainly worked wonders for mine.

Creating and sharing persuasive, targeted messaging that spoke to my ideal clients and conveyed my meaningful difference is what made all the difference between me giving up and crying into my Lucky Charms, and still being here, 7+ years into my freelance business journey, loving what I do and supporting myself with it.

If you want to go deeper on how to create a signature marketing message, you can grab my guide, Marketing Messages That Convert: A Step-by-Step Copy Messaging Guide for Solopreneurs, Freelancers, Creative Business Builders & Other Non-Marketing Types, for less than the cost of a Starbucks date.

And if not, use what I’ve shared in the excerpt above to get started on your own.

Either way, I wish you the best of luck!

This is What “Thinking Different” {and Southern} About Business Looks Like: Southern Airways Express

Doing business different

Image by Ladyheart

Around these here parts, we love to preach doing things your own quirky way in business. (And by “we,” I mean me.)

And we love it when we read about a company that bucks the system, says a big ol’ F.U. to “business as usual,” and follows a decidedly different path entirely of its own idiosyncratic making.

And we especially love it when that company proves you don’t have to follow boring old canned ways of doing things to succeed in business.

Southern Airways Express is that company.

My cousins over at The Bitter Southerner recently featured Southern Airways in a story on their site called Fly Me to the Gulf: How a Gang of Tennessee and Mississippi Entrepreneurs Is Bringing a Little Southern Hospitality (and Some Dignity) Back to Air Travel, written by Richard Murff, with photos by Matthew Jones.

Now this sounds like an airline I want to fly:

So abnormal, sensible and human is the team behind the startup that they just might have saved air travel from the savage jaws of awfulness and made it fun again. Its model — short-haul flights of less than 10 passengers — avoids the Transportation Security Administration policies of treating all passengers like refugees; reduces check-in to a pleasant 20 minutes; makes actual airtime comfortable, even sociable; and has no baggage-claim system to send all your clothes to Anaheim for the weekend. It does this, generally, for less money than the major carriers.”

And while things are good now, the startup had to overcome naysayers and dream stealers and a small-minded consensus among the major airlines that their model was impossible.

But guess what? They made it work.

Here’s COO Keith Sisson:

“Look, we aren’t geniuses here,” Sisson said. “We just did it the way that we’d like to see it done. It doesn’t even cost anymore to do it right; it’s just a little more trouble. You actually have to care.”

And that’s what it boils down to, doesn’t it?

You actually have to care.

And by caring, they’ve carved out a competitive advantage.

They’ve done something I talk about ad nauseum around here: they’ve found a way to stand out in a saturated market — simply by caring, by doing things right.

Love that.

Find out more about how Southern Airways Express is doing business different over here:

Fly Me to the Gulf: How a Gang of Tennessee and Mississippi Entrepreneurs Is Bringing a Little Southern Hospitality (and Some Dignity) Back to Air Travel

 

(By the way, even if you’re not interested in this particular article, but looking for some damn good writing nevertheless, you should high-tail it over to The Bitter Southerner. You won’t find better writing anywhere. Their drool-worthy site is full of insightful essays, beautiful images and new ways to think about what it means to live in the South in this day and age. This is hands-down my favorite website on the whole dang Internet, period. I love it to the moon and back.)