Communication, art of conversation, conversation skills, Professional writer, communication skiills

Is the Art of Conversation dying?

With the increased use of email and text messages, the art of having a good conversation may well be dying out. It’s possible that the next generation of children may be unable to even have a true face-to-face conversation…

This TED talk provides some very informative and useful tips on How to have better conversations. Conversation skills are fast disappearing from the business landscape, diminishing interpersonal relationships and the opportunity to build rapport with your clients.

Whether you’re an adult, a teen or you have small children, it’s worth taking 10 minutes to listen to this presentation.

Engaging About Us page, website copywriting, web writer, how to write an about us page

How to write an engaging About Us page that wins business

Do you have an engaging About Us page? Does it entice your readers and generate interest amongst your customers and prospective customers? Does it accurately portray your brand? If not, read on.

Did you know the About Us page is the second most clicked page on a website, after the Home page?

In this digital age, your customers want to know, like and trust you before they will commit to doing business with you. People do business with people they connect with, so your website needs to help make a connection with your readers.

It’s a little bit like dating. First-time readers come to your site to be wooed. Even if they’ve already met you, they want to find out more about you before they commit. You really want to make a good impression, because this relationship could be going places!

And what do readers find when they click on your About Us page? Is it an engaging story that helps them to know, like and trust you – or is it a dry company history that has them clicking away in seconds out of sheer boredom? Or worse still, is your About Us page blank?

If you want to know how to write an engaging About Us page that people actually want to read, here are a few key points that those great About Us pages address:

Building relationships is key

People do business with people they know, like & trust. It’s important to make a good first impression, establish a connection, build the relationship and back it up with social proof, then you can ask for their business. Your website needs to be an accurate portrayal of your brand and what you stand for. Your About Us page is the ideal place to express this.

It’s about them, not you

Even though it’s your About Us page, the story actually needs to be about your customer and what you do for them – it has to be customer-focused. Basically, they want to know how you solve their problem. Some companies break their page into headings like About Us/Me and About You, which outlines who their customers are and what outcomes they’ve achieved for those customers.

Craft your story

Make it interesting and easy to read. Try writing down 25 random things about your company – this can be done while brainstorming with your staff or associates – the pick out the most relevant of those items and include them in your story.
PLEASE only briefly mention your Company History. We know it’s important to explain how long you’ve been in business, but nobody really wants to know all the nitty-gritty, they’re just looking for proof that you’ll produce the goods.

Watch your tone

“It’s not what you say, it’s how you say it!” We all know that tone is important when we’re speaking with someone face-to-face or on the phone, but what about non-verbal tone?
With the rapid increase in social media, much of what’s written online now has a more conversational tone. Many websites speak to the reader as though the business owner is telling their story face-to-face, which is wonderful. However, you do also need to be careful to sound professional so that you’re taken seriously when it comes to doing business.

Think about your brand. Is your organisation fun-loving, friendly and just a little bit cheeky? Go with an informal, friendly tone. Do you operate in the corporate sector, doing business with government organisations and large corporations? Your tone may need to be more business-like and formal, but you can still show your personality and not be too stuffy, while also being professional.

Ready to start writing your engaging About Us page?

Ask yourself the following questions:

• Who is our ideal customer?
• What does our ideal customer want from us?
• What outcomes do we achieve for our customers?
• How do we deliver our product or service to customers?
• What experience do we have that’s relevant to our customers?
• What is our point of difference and what does it mean to our customers?
• How do we help customers? Solve their problem? Address their pain points?
• Do we change/improve our customers’ lives? How?

Did you notice that every one of the above questions is focused on the customer? That’s what I mean about your About Us page being customer-focused.

If you can write down the answers to most of the above questions, the information can be used to demonstrate what you do and the outcomes you achieve, which the reader will then want for themselves!

Your readers are looking for something that will engage them and help form a connection with you. Remember to be authentic, be human and be relatable in your writing. Your readers will love you for it!

If you have any queries about writing an engaging About Us page, or you’d like some professional help with writing your page, please check out my website copywriting services and feel free to contact me via email and I’ll be happy to answer your questions.


Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.


How to work with a professional writer, professional writer australia

How to work with a Professional Writer

Do you want to know how to work with a professional writer?

Many small business owners know their business operation intimately and are very good at what they do. However they may not have the skills required to attract and engage new customers… and we all want to attract and engage customers, don’t we?

The process of working with a professional writer is unknown territory for some. However, many small businesses are now benefiting from the creative talents of a writing professional. For example, while you may be a fantastic plumber, builder or security expert, you may not be confident in your writing ability. Writing about yourself or your business for a Company Profile or your website copy can be challenging. That’s where a professional writer can help.

How to find a professional writer

There are many ways to find a writer, but the most common way is either through a Google search or by referral. Once you have one or more writers who are of interest, check out their website to see what they can offer you.

Know what you want 

It’s important to have at least a rough idea of what your project entails before you approach a prospective writer. In order to provide an accurate quote, the writer will need to know the size of the project and the outcomes you’re looking for.

What experience and qualifications does the professional writer have?

Read the writer’s bio or About page to find out their background and experience. Read their testimonials too.

IMPORTANTLY – Is English the writer’s FIRST language? If you want professionally written copy, you need to work with a writer who speaks and writes English exceptionally well, and who has been fully educated in English. Would you outsource your accounting work to someone who wasn’t a well-educated, exceptional accountant?

Seek out a writer with experience in the type of project you’re undertaking. If you wish to have a Company Profile professionally written, find a writer who has experience in this area.

Is your field specialised? For example, Real Estate is a specialised field where it’s important to have a writer who knows the industry well and who has significant work experience in the property sector. A writer with such experience offers expertise and knowledge that general writers or those who are new to professional writing cannot offer. Choose wisely.

Check out the writer’s past projects

So that you can be sure the writer you choose is right for your project, check out their past projects. Most professional writers will either have samples on their website, or ask you to email and request copies of samples. Be cautious about dealing with any writer who is unwilling or unable to supply samples.

When you read writing samples, be aware that the tone and structure of the document is often set by the client. Therefore, your project will vary from the samples shown. Samples are simply a good way to see whether you like the writer’s style.

Contact the writer

Check out the writer’s contact page on their website to find out the best way to get in touch with them.

A good professional writer will spend some time with you either in person or on the phone. They will ask questions, take an initial brief and ensure they have a thorough understanding of your needs before providing a quote.

In my experience, every project is different. It’s important to truly listen to clients and understand what they’re looking for, rather than take a one-size-fits-all approach.

If you ask more than one writer to provide a quote, ensure you know what you’re getting from each person so that you can accurately compare the prices. Remember, as with most things in life, you get what you pay for. You pay peanuts, you may well get monkeys! Just sayin’…

Set the wheels in motion

Now you’re ready to work with a professional writer! Once you agree on the price, the professional writer will provide an agreement for you to sign and ask you to pay a deposit – usually 50% up front.

Once the paperwork is done, the writer will set up a suitable time for an interview. They will ask you to provide as much information as possible about your business, your clients and your processes in order to fully understand what you do and how you work. A lot of questions will be asked, so be prepared to answer them. This gathering of information is a very important part of the writing process.

Taking the information you’ve provided, a good professional writer can then write about your business with your customer in mind, in language which appeals directly to your “ideal client”. After all, attracting and connecting with your customers is what it’s all about! That’s why you want to work with a professional writer, isn’t it?

The writer will supply you with several drafts – with the number as agreed between you.  If you have the brief right and you supply all the relevant information to the writer up front, you should only need 2-3 drafts and then the final copy.

Bear in mind that most professional writers are WRITERS, not graphic artists. We write quality content and copy, whereas designers make it look beautiful with the use of colour, logos and design to your specifications. They are two distinctly different jobs.

If you have any queries about how to work with a professional writer, feel free to contact me. I’ll be happy to answer your questions.


Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

How to connect with your customers, Professional writer Australia, Lyndall Guinery-Smith

How To Connect With Your Customers

As a small business owner, are you unsure how to connect with your customers?

Establishing a strong connection with prospects and existing customers is a vital part of the sales and marketing process.

I’m often asked, “What’s the secret to building strong connections with our customers?” The answer is that there are a variety of approaches to relationship building, but perhaps the most important one is the Know, Like & Trust Factor.

As you’re probably aware, most people prefer to buy from those they know, like and trust. This is why we need to use tools such as social media to tell our story and provide an opportunity for people to get to know and like us, and hopefully build the relationship to a point where they trust us enough to buy from us.

The Know, Like & Trust Factor is a key part of building brand awareness. This is a process and not something you’ll necessarily see an instant return on investment for.  It’s important to remember that marketing is about building those relationships and establishing your brand, whereas advertising is about getting an instant response from your prospect.

How to get your customers to KNOW you

  • Do your research – find out who your prospects are, what do they care about? What problem can you solve for them?
  • Have a distinctive theme, style and branding – use it across all your marketing
  • Be visible – Develop a social media strategy and set up a posting schedule so that you’re appearing in your prospects newsfeeds on a regular basis
  • Post valuable and relevant content that your audience will love
  • Share your blog posts with online publications that your prospects read in return for a byline and link back to your website at the bottom of the post
  • Attend networking functions or events where your prospects hang out and chat to them
  • Find ways to add value without asking for anything in return – give them something worth keeping or sharing

How to get your customers to LIKE you

  • Have an engaging About Us page on your website, tell a story and form a connection with them
  • Use your photo on your profile or About Us page – it allows people to put a face to the name
  • Remember to always write for the reader, not for yourself – it’s about THEM, not you!
  • Be personal, write for that one ideal customer as though you were speaking directly to them
  • Show your authenticity – don’t try to be something you’re not
  • Be generous – offer free advice or a free initial consultation
  • Hang out where your tribe hangs out online, contribute to the conversation, interact and be helpful and you’re more likely to be remembered
  • Share and promote others on social media or your blog
  • Remember, social media is about building relationships, not selling, so you should be aiming for 95% useful and engaging content, 5% selling

How to get your customers to TRUST you

  • Keep your promises – if you say you’ll deliver, then deliver – on time, every time
  • Be consistent with social media posts, newsletters, quotes or anything you send out
  • Share quality content, be helpful
  • Ask prospects or readers to share their pain points with you and address those issues in your posts so that they feel you genuinely care about them (no names mentioned, of course)
  • Gather and share testimonials and case studies – these are very powerful
  • Have a compelling and consistent message

I hope this post has given you some ideas on how to connect with your customers.


Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.


How to write an outstanding staff profile, help writing staff profile, professional staff profile writer

How to write an outstanding staff profile

Knowing how to write an outstanding staff profile can be challenging – particularly if you’re trying to write about yourself.

The purpose of a profile is to tell a little of your story, to encourage readers to relate to you, and to nurture what we call the “know, like & trust factor”.  Most people want to know who they’re dealing with, and get to know, like and trust you before they commit to doing business with you. This is particularly true for service businesses and higher cost products.

Other than detailing what you do, how you do it, where you do it and what your specialties are, your profile should include any major achievements, awards and successes you’ve experienced.

For many of us, it can be difficult to say good things, to celebrate our successes and tout our accomplishments. While for others, these are things they’re always ready to shout from the nearest rooftop!

If, like most of us, you’re in the first group, fear not! Here are

Here are 5 top tips on how to write an outstanding staff profile:

1. Find a buddy 

Ask a colleague or friend to interview you. Set out a list of questions and ask them to note your answers. This might sound silly, but the process of being interviewed can bring out information you may not have otherwise divulged (only if you want to!).

2.  Hers or mine?

Should one write in the first person or third person – that is “I” versus “Tom”? For an outstanding staff profile, it is advisable to ALWAYS use the third person. The reason is that, when we’re told something good about an individual or business, we tend to believe a “neutral” third party’s opinion over and above the individual themselves. This is just human nature. The words “I” and “my can sound self-important and pretentious in a profile, which doesn’t encourage the reader to know, like and trust you.

Which of the following statements do you find more believable and likable?

“Tom demonstrates a passion and enthusiasm for property. He is known for his dedication to incredible customer service and strong focus on achieving the best possible results for his valued clients”.

“I demonstrate a passion and enthusiasm for property. I am known for my dedication to incredible customer service and I have a strong focus on achieving the best possible results for my valued clients”.

3. Use everyday language

Think about your reader and write for them. Use terms they will be familiar with, rather than too much technical language or jargon.

Be sure to check for spelling, punctuation and grammar mistakes – these are so very easy to make and overlook. Ask someone else to proofread your document before you publish it, and be sure to make any corrections.

4. Include a recent photo 

It’s surprising how many people don’t have their photo on their profile. People do business with people, so they want to know what you look like. This goes back to the whole know, like and trust factor you’re trying to build.

Invest in using a professional photographer, as they have good lighting and will advise you on various angles which may suit you face shape or the image you wish to portray. If possible, smile in the photo. You don’t have to look like the Cheshire Cat, but you do want to look friendly and approachable. Your photo and profile should make your prospects want to pick up the phone and call you.

5. Toot your horn, but not too loudy! 

This can be a bit tricky. It’s also where a professional writer can be of great value. You should mention if you’ve won an award, achieved great sales figures, topped your class at University or have any other significant achievements. However, it’s easy to come across as being an overachiever if you have more than a few, and you need to be careful not to sound conceited as well.

Writing in the third person can help, or simply stating the name and year the award was won. Using bullet points, rather than elaborate paragraphs can also assist with simply stating the achievement, while not “bragging too much”.

For example:

  • Winner – Sales Achiever of the Year, Excel Sales Company, 2015

Another tip is to keep your achievements relevant to your audience. If you won an award in a previous job, and you’ve changed direction in your career, or if you won something at school and you’ve been out in the workforce for more than ten years, the award may not be worth mentioning.

One final tip …

As with any type of writing, it’s a good idea to get someone else to read your profile before you publish it – whether it’s in print or online. If possible, find a person who doesn’t know you well, ask them to read your profile, and then ask them what kind of assumptions they made about you based on the information they read in your profile. Ask for open, honest feedback because you want your profile to portray the best possible image of you while also being accurate! Ask them if they think you’ve an outstanding staff profile – or not.

It can be hard to write about yourself – especially the good stuff! Sometimes it’s easier to get a third party to write your profile for you. If you need expert help in putting together an outstanding staff profile, I’d be happy to help. You’ll find more information about my staff profile writing services, together with some samples of profiles I’ve written. If you’d like to speak to me personally, please email me with your requirements.


Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and I love to write copy which attracts and engages your customers – improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

Company profile, Professional Writer, Company profile writer, company profile template, Professional Writer Australia, Lyndall Guinery-Smith

How to write an Engaging Company Profile

An engaging Company Profile has the power to attract and inspire your potential customers. Have you read your Company Profile lately? Is yours a dry tale which simply recounts your organisation’s history? Do you think it entices readers to buy from you?

If you want to attract more customers, your Company Profile needs to detail more than just your history. It needs to explain the story behind what you do and why you do it. This story should inspire the reader and make them feel that they want to be a part of your story – that is, to buy your product or service.

While your Company Profile naturally needs to be about your company, it needs to be equally as much about your customers and what you do for them.

How do you engage your potential customers and make them feel part of your story?

Try these 5 ingredients for an engaging Company Profile:

  1. WHY you do what you do

If you haven’t seen the Simon Sinek TED talk about the Power of Why, I strongly suggest you take 5 minutes to watch it now. His message is very powerful. Sinek says, “People don’t buy what you do, they buy why you do it.” This is a fact.

When purchasers are faced with a choice between one product or service and another, they tend to buy the item that “feels right”. This is often due to the story which is told in their marketing message.

While I personally think it’s important to include your “why” into your Company Profile, you don’t always need to start with it, just so long as you include it in your story.

  1. What you do

Surprisingly, some Company Profiles don’t clearly state what the organisation does – what you produce, the service you provide or what you specialise in.

When outlining the contents you wish to include, it’s important to view the organisation from the perspective of a person who has never encountered your company before. It’s also important not to make assumptions. All the details must be laid out clearly and concisely.

  1. How you do it

While detailing every step of your production process is quite unnecessary, you should discuss how you go about doing what you do, especially if your process is different from your competitors. Do you pay more attention to detail? Is your product or service tailored to the customer? Do you provide more personalised service or a different end result due to your process? If so, be sure to share this with your readers.

  1. The problem you solve for your customers

You’ve probably heard the acronym WIIFM – which means “What’s in it for me?”. When your prospective customer is reading your Company Profile, they might want to know what you do, how you do it and why you do it, but ultimately, they want to know what you can do for them.

Your customer has a problem and your role is to solve it, so be sure to tell them how you solve that problem. Make them want to get in touch with you right away.

  1. Reasons why your current and past customers choose you

This continues on from addressing the problem you solve for your customers. You need to include some details about the outcomes you’ve achieved for current and past customers. Chances are, the reasons your prospective customers may choose to buy your product or service are the same as those who’ve chosen you in the past, so clearly explain those reasons. This can also set you apart from your competitors.

Another great way to reinforce this message is through the use of Testimonials. These third party endorsements are an essential inclusion on your website and in a full-scale Company Profile (i.e. 4 or more pages, not a single page profile).


For more Company Profile tips, check out the following posts. How to make your Company Profile stand out and 7 top tips for a winning Company Profile – from a professional and How to write a Company Profile that wins more business.


Hi, I’m Lyndall Guinery-Smith, The Professional Writer, and an experienced Company Profile writer. I have a strong background in small business management and actually enjoy writing an engaging Company Profile for my clients … as crazy as that sounds!. Yes, I ask a lot of questions! Rest assured, I will work with you to create an engaging Company Profile your customers will want to read.

I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line. I happily work with clients all round Australia. Email me to arrange an obligation-free discussion about your latest project.

Company profile mistakes to avoid, Company profile tips, How to write a Company profile, Professional Writer

7 Company Profile Mistakes to Avoid

mpany Profile mistakes can easily be avoided with a little planning and attention to detail. Whether you’re writing a fresh Company Profile or updating an existing document, there are a few mistakes which a lot of people are making without realising it. Correcting these mistakes can mean the difference between the reader throwing your profile in the bin and securing their business.

Mistake no. 1 – Not considering your audience

The first question you need to ask before writing a Company Profile is “Who am I writing this document for?”  Who are our existing customers? Who are our ideal customers? What are their expectations regarding the length of the document, particular details contained in it, formal vs informal tone, etc.

You wouldn’t write a Company Profile aimed at high-flying corporates in the same way you would write one aimed at tradespeople. Why? Because the expectations of the two groups of readers  are likely to be different. The corporates generally will require a great deal of detail and a more formal tone, whereas tradespeople are generally time-poor, so they want a shorter document which gets straight to the point and uses everyday language rather than jargon.

Who will be reading your Company Profile – and what are their expectations?

Mistake no. 2 – Being boring

Yes, a Company Profile is a business document, and generally requires a business-like tone, but it doesn’t have to be boring.

If you want people to read your profile, you need to ensure you include information they are looking for. Just think of some of the frequently asked questions you get from clients – and answer them!

You can also use colour in your headings, include charts and diagrams where relevant, and also include photos of your staff, vehicles and/or business premises where relevant.

How can you make your Company Profile interesting?

Mistake no. 3 – Not celebrating your achievements

It astounds me the number of companies who don’t celebrate their achievements. If you’ve been nominated for or won an award, achieving great sales growth or increased your customer base, these are just some of the things your readers want to know. Detailing these achievements demonstrates your commitment and shows that others are sharing in your success.

Do you have any achievements which can be celebrated in your profile?

Mistake no. 4 – Not using headings

Yes, this does seem obvious to most people, but there are some Company Profiles out there which contain paragraph after paragraph of text without any clear delineation between the topics discussed.

It’s a good idea to use bold and/or a larger sized font for your headings. You can also use colour to add interest by choosing one or more of your logo or corporate colours.

If you profile is more than 2-4 pages, you may also wish to include an index page to make it easier for the reader to find the information that is relevant to them.

Mistake no. 5 – Being too long-winded or too brief

Before writing your profile, you should consider the reason you’re writing it. If it’s for tender documents, what length of profile is expected – 1 page, 4 pages, 24 pages? This is an important consideration because you don’t want to put together a 24 page profile with loads of detail if the reader wants a brief single page summary document.

Same goes for the actual writing. There’s no need to waffle on too much about your organisation, just state the facts clearly and concisely. However, you need to be careful not to go the other way and not provide enough information for the reader to make an informed decision too. 

Mistake no. 6 – Not checking spelling, grammar and typos

This seems like a no-brainer, but the simple things like spelling, grammar and typos are often overlooked. Leave yourself enough time to get a co-worker, your spouse, a friend or your boss read through the document thoroughly so that you can make any last minute changes necessary before you submit it – or print multiple copies!

Mistake no. 7 – Bending the truth

Ah yes, bending the truth, otherwise known as “gilding the lily”, pumping things up a bit or fibbing. This is very unprofessional and it will deteriorate your brand if and when your clients or competitors find out you haven’t been truthful. We all want to appear to be a successful organisation. It’s important to be truthful about your capabilities.


So there you have it! With a little planning and attention to detail, you’ll benefit from knowing these 7 Company Profile mistakes to avoid.


Hi, I’m Lyndall Guinery-Smith, The Professional Writer. With a strong background in small business management I actually enjoy writing Company Profiles (as crazy as that sounds!).

I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line. I happily work with clients all round Australia. Email me to arrange an obligation-free discussion about your latest project.

Professional Business Writing Services, Know your clients, Professional Writer, small business marketing

How getting to know your clients can help you win more business

Does your marketing help bring in truckloads of new clients? Would you like to get more engagement from your customers and win more business?

Think about your marketing messages: Do you actually know who you are targeting? If you said “everyone”, you ‘re probably wasting valuable time and money chasing the wrong crowd. Instead of trying to market to everyone with generic messages, you’re more likely to see results if you narrow your focus and target a specific group of clients. To achieve this, your marketing message needs to resonate with your audience, as if you are speaking directly to the individual, which motivates them to buy from you. You want your prospect to read your marketing and say “Yes, that’s me you’re talking to. I need your help. I’m ready to buy from you!”

Why Identify your Ideal Clients?

By getting clear on who your ideal clients are, you can communicate value to them, making their purchasing decision less about price and more about how you can help solve their problem. This makes them a hot prospect, who is more likely to be ready to buy.

So, who is your ideal client and how do you target them? You can start by creating an Ideal Client Profile (ICP).

What is an Ideal Client Profile?

An ICP is the collation of detailed information about your ideal clients, such as their wants, needs and habits. This information will help you to address the clients “pain points”, with the aim of increasing engagement and sales. It can also enable you to identify and work with a specific group of people who you want to work with, and can help you to develop future products or services which directly serve their needs.

You can just start with a basic profile, which can be revised and updated on an ongoing basis.

How to gather the information

If you have an established business, you can ask your customers for their information through a survey – either in person or online. There are several free online tools, such as Survey Monkey or Survey Planet, which are ideal for this purpose.

You can also take a close look at your top 10 clients – the ones who bring in the most income and/or who you prefer to deal with. Do they share common attributes, such as location, profession, interests or marital status? How did they become your client – did you pursue them, did they come to you or were they referred to you?

If your business is new, think of a friend or a number of people who epitomise the type of clients you want to work with. Create an imaginary person from a combination of these traits.

What you may need to ask

The information you need to know will vary between businesses. Make a list of things you believe are important to you and your interaction with clients from the prompts below.

  • What are their wants, needs, interests, fears, concerns, desires, hopes, dreams, motivations, short and long term goals, challenges, problem to solve?
  • What keeps them awake at night?
  • What do they expect from your company and your product or service?
  • How are they using your product?
  • What do they like/dislike about your product or service?
  • What is your point of difference in their eyes?
  • What influences their buying decisions?
  • What influences them to favour one product or service over another?
  • How much time do they have available to research and make a purchasing decision?
  • What are their demographics? Age, gender, income, marital status, job, level of education, life stage, etc.
  • Describe their behaviour – likes, dislikes, sports, hobbies, etc.
  • Location – where do they live, work, spend weekends
  • What do they read – online / offline
  • What do they search online?

Include any other questions or information which is relevant to your business.

Once you’ve gathered all the information, you can compile your ICP. Depending on your range of products or services, you may need multiple ICPs. Set out an individual profile for each of them, giving them a fictitious name, together with a profile photo (online photo libraries are ideal for this), and a detailed description.

Targeting your Ideal Clients

Now that you know who you’re targeting, you can create a specific marketing initiative which addresses the needs of your ideal client. This will have a stronger impact than any generic campaign ever could.

Your new marketing message could address the ICP’s pain points or a problem they wish to solve, it can express how your product or service can help the client and provide a specific call to action which speaks directly to them.

Ideally, your ideal clients will have common interests, problems and challenges to overcome. When this is the case, your business is able to be very precise in addressing the customer’s needs and can quickly become known as an expert in your particular niche.

By targeting your ideal clients, you’re much more likely to engage with them and, in turn, you greatly increase your chances to win more business!


Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and I love to write copy which attracts and engages your customers – improving your bottom line. I happily work with clients all round Australia. Email me to arrange an obligation-free discussion about your latest project.

Generate content, Content ideas, blog post ideas, professional writer

Generate content your readers will love – 5 tips

Not sure how to generate content for your blog posts? Are you one of those small business owners who doesn’t write blog posts or post updates to social media because you’re not sure what to write?

Are you one of those small business owners who doesn’t write blog posts or post updates to social media because you’re not sure what to write?

You know how much good website content can help your Google ranking and how social media can influence people to buy from you, yet you still don’t post because you don’t feel confident your posts will be read …

Here are 5 ways you can generate content your readers and customers will love.

  1. Start a conversation with your customers. Ask them:

  • What do they like about your products or service?
  • Why do they come to you?
  • What problem do you solve for them?
  • What helps them make their buying decisions?
  • Think about your FAQs – Frequently Asked Questions. What are you asked regularly?
  • If you already have a Facebook, Twitter or Pinterest page, ask readers what they like, what they don’t like and what they want more of
  1. Ask your suppliers for information you can share

Your readers want to know, like and trust you and your products before they will commit to buying. What information can you share with them which will build confidence in you and the brands you sell? Suppliers and manufacturers are often a mine of information regarding their products and services, including photos, case studies and other various types of information. Be sure to let the supplier know what you want the information for and get their permission to share it.

  1. Brainstorm content ideas

Get together with your staff, business associates or a group of friends. Take care to include people who are similar to your target audience so that the information is more relevant to your customers. Have a list of questions ready before the session, so that you can get the discussion flowing. Make a list of issues they raise, questions they ask and this will result in topics which you can write about.

  1. Check out what your competition is doing, and do it better

One good thing about websites and social media is that they make it easy to stalk your competition. Why not check out what they’re doing – they will probably do the same to you. Make sure you don’t just copy their tactics – work out how you can offer something better or capitalise on your point of difference.

  1. Remember the 80/20 rule when it comes to generating content

80% of your content needs to be light-hearted – informative, case studies, story-telling, amusing and/or confidence building. ONLY 20% of your posts should be directly selling a product or making an offer to your readers. Social media needs to be just that – SOCIAL. It’s not SELLING media. Readers get turned off very quickly if all you post are BUY FROM ME messages. Remember they’re only a click away from unfollowing you.

I hope these tips have given you some ideas on how to generate content your readers will love.


Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on

Real estate ad writing, property ad writing, property marketing, professional writer

How to write the best Real Estate ads – Tips from a professional

Want to know how to write the best Real Estate ads?

Getting results from your property marketing can be challenging at times. Many fledgling agents are thrown in at the deep end, told to write real estate ads – often without any prior experience and sometimes using questionable English.

Writing ad copy is such an important part of the job of a salesperson (or Personal Assistant), yet there are many who are not confident in their ability to accurately draw potential buyers through their way with words. Following are some great tips from a professional property copywriter with more than 20 years of Real Estate marketing experience.

Ask questions before you start

Rather than simply filling in the specifications of the home on the listing form, think about what a buyer may be looking for in the home. Before you write your ad, spend some time asking questions so that you have as much information about the property as you can gather. You may want to put together a sheet of questions that you take to each property inspection.

Interview the vendor

They know their home better than anyone else. Ask them so or all of the following questions (where appropriate):

  • What attracted you to the property when you bought it?
  • Can you give me a list of the things you love about living here?
  • What are your best memories in this home?
  • Why are you selling?
  • Have you made any improvements to the property? If so, what and when? Cost?
  • What do you see as the main selling points of the property?
  • Did you have any plans for the property and have they been approved?
  • What do you know about any future developments planned for the area?

While this can take some time to do, all the information you gather can help you with marketing the property, especially in writing the advertising materials and talking to prospective purchasers.

Talk to potential buyers

Now I realise that you’ll only be talking to potential buyers for this new listing after you’ve written the advertising material. When I say “talk to potential buyers”, I’m referring to buyers in general – at other nearby properties you may have Open for Inspection or you may be showing another property to.

Most buyers have done their homework on the area and are looking for a specific type of home. You could ask them:

  • What attracts you to this area?
  • What are you looking for in a home?
  • When two properties have the same no. of bedrooms and bathrooms, what do you think makes one better than the other?
  • How do you assess which properties are good value for money?

The purpose of asking these questions, and listening to the answers, is to tap into the buyer’s mindset and then try to write advertising copy which will appeal to their wants and needs.

Get to know the area you work in

  • Talk to the locals – shop owners are often a mine of information about what’s happening in the area. Ask them what’s going on.
  • Stay up-to-date with new developments in the area – talk to your local Council about proposed and approved developments. Most information is available for public access and comment.
  • Know the actual distance from the property to: All locals schools – primary, secondary, public & private, local shops, larger shopping centres, bus stops, train stations, recreational facilities such as parks, waterways and boat ramps, access to major arterial roads, hospitals and healthcare facilities, and any other services which buyers have on their wish list. Google maps is a great tool for this.

If you want to write real estate ads that stand out, and you’d like more tips on Real Estate copywriting, check out How to write Real Estate headlines that work.

If you have any questions, or you need the assistance of a professional real estate copywriter, please email me via my Contact Page.