Capture ideal customers attention, marketing, target customers, professional writer, Professional writer Australia, Lyndall Guinery-Smith

5 tips to capture your ideal customers attention

Does your marketing capture your ideal customers’ attention? Or are you attracting the wrong people?

These tips will help you focus your marketing on the right people to get better results.

  1. It’s not about you, it’s about THEM

I’ve said it before and I’ll say it again… Your marketing is about your customers and what you can offer them. Too many small businesses design ads promoting themselves and their product or service when the stark reality is that nobody really cares about WHO you are until you tell the how you can help THEM.

If you truly want to capture your ideal customer’s attention, your message needs to be about them and what you can do for them.

  1. Who are your customers?

Exactly who makes up your target market? Please don’t say anybody and everybody, because that’s usually not true. Take the time to identify an ideal customer for each of your products or services or at least a range of them. Identify this person’s age, gender, income, personality type, personal preferences, hobbies and interests, likes and dislikes, etc.

Compile an “Ideal Customer Profile” or avatar of this person, give them a name and use a stock photo to get an idea of the type of person you’re targeting. This ICP or avatar can be very helpful when you are designing your marketing.

For example, let’s say you’re a florist. Your customers would be wide-ranging, but let’s choose one major segment in your local market. We identify Dave, who is in a relationship, income $80,000-150,000, he’s a romantic at heart and isn’t afraid to show it, he enjoys playing golf with his mates on the weekend, barbecues with friends and bushwalking.

  1. What’s their problem?

What are your customers looking for? What problem do they have that your product or service helps solve? Take the time to find out because this is the key to your marketing success!

So, what’s Dave’s problem? Maybe he spent too long at golf on the weekend and his partner or wife is upset or annoyed. Targeting him with a message like, “There’s no better way to say you’re sorry” or “

  1. Offer a solution to their problem

What’s a problem your customers are having which you could address? The best way to determine the actual problem your customers are experiencing is by asking them. But for the purpose of this exercise, let’s use the example of the florist and finding a gift for Mother’s Day.

Which headline do you think is more likely to get a response from people with this problem?

  1. Smith’s Florist is your no. 1 local supplier of beautiful bouquets
  2. Nothing says “I love you” like a beautiful bouquet from Smith’s Florist
  3. Show Mum how much you love her with flowers this Mother’s Day

Notice how both B & C are offering the reader a solution, but in this case, C is specifically targeted at people looking for a gift for Mother’s Day. Using words like, “Show Mum how much you love her” are designed to trigger an emotional response in the reader as well.  Notice how the heading doesn’t mention the business name? Your name should never be at the top of the ad. Remember to tell them how you’re going to help them, then tell them who you are.

How do you apply this?

Let’s talk about a blog post related to this issue. If you were writing a post, you might write about “The 5 most popular Mother’s Day gifts – as rated by Mums” or “What Mums really want for Mother’s Day” or “Mother’s Day: The best way to honour and thank the first woman who ever loved you” or something  along those lines. Notice how all these headlines offer a solution to the problem of looking for a Mother’s Day gift. Obviously, the post would talk about more than just flowers, but there’s definitely scope to weave flowers into each of the stories.

  1. Always include a call to action

In any piece of marketing, advertising or blog post, you need to provide a reason for the reader to contact you. Be sure to clearly spell out how you want that to happen, whether it’s clicking a link to a sales page on your website, asking them to email an enquiry or a “Call Now” message with the phone number in big bold numerals.

Including your contact details may seem obvious, but you’d be surprised how often this is forgotten. Think about how your customers want to contact you – what’s easiest for them? Don’t just automatically use the method that suits you best if it doesn’t work for your customers, as you may not get the results you’re seeking.

 

I hope these tips have been helpful in capturing your ideal customer’s attention. If you have any hints or tips you’d like to share, please leave them in the comments box below.

If you enjoyed this article you may also like to read:

How to attract premium clients and

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.

 

Build trust, professional writer, website content, how to get people to buy, small business marketing, Lyndall Guinery-Smith

7 ways to build trust with your readers

Want to know how to build trust with your readers – and get them to buy?

If you want people to buy from you, they need to first know, like and trust you. A good website will provide enough information for interested readers to get to know and like you, but influencing a reader to trust you is a much bigger step.

In the past, you’d meet people face-to-face and have the opportunity to form a connection and build the “know, like and trust factor” through things like your conversation, body language, tone, rapport and your follow up afterwards.

Now that so much business is done online, we need to establish that connection, build rapport and engage customers quickly – so it’s essential that you have the right type of content on our website. Even if they know and like you, most people won’t part with their hard-earned dollars until they trust you.

Here are 7 ways to build trust with your readers…

1. It’s about them NOT you

This may seem counterintuitive, but the first and most important thing to understand is that the message needs to be about the reader, not about you. A lot of business owners are passionate about what they do and want to tell everyone how good they are at it, but unless you tell the story in a way which quickly and clearly illustrates, “What’s-In-It-For-Me?” to the reader, then you’re likely to lose them.

You need to tell the reader what you can do for them or how your product or service will improve their lives before they care about who you are. Of course, credentials are important, but in terms of capturing the reader’s attention, they are secondary to addressing the needs of the reader.

2.  Know who you’re talking to

So, exactly who is it you’re trying to attract? Who is your target audience? Do you have an ideal customer? It’s important to know who you are targeting with your message. You cannot possibly target everyone with one message. What’s important to one may not be relevant to another. Get clear on who your target audience is – and write the message as though you are speaking directly and personally to them.

3.  Know what their pain points are and address them

A good way to build rapport is to talk about an issue which causes your target reader pain or stress and let them know how you solve their problem. For example, if you’re a fashion company targeting the mature woman, their pain points might be that they want clothes which fit and flatter their body, which are comfortable.  Find your readers’ pain point/s.

4.  Answer questions your current customers ask

What are some of the questions your customers ask you? Take these questions and expand upon them, providing comprehensive information about each answer, so that there are less questions in your reader’s mind.

5.  Offer the reader something useful for nothing

You can also build trust with your readers by clearly demonstrating your knowledge and experience – and then giving it away. One good way to do this is by offering a free eBook or short online course which contains helpful or useful information. If you’ve given your reader something of value for nothing up front, you establish a relationship and they get to know you and what you offer. They are then more likely to buy from you.

6.  Use a case study to illustrate and tell a story

A great way to demonstrate your skills and experience is to use case studies. Showing before and after photos if possible, mapping out the issue and how you solved it, to show that you can actually do what you say you can do.

Use a testimonial from the previous customer if possible – this will reinforce your offering, especially if it’s a video testimonial or links to the person’s website. Use a photo or the company’s logo to reinforce the validity of the testimonial.

Case studies show that you can be the solution to the reader’s problem.

7.  Build authority by demonstrating you know what you’re talking about

Make use of your site’s blog section (or get one added if you don’t already have one). Write and post regular content with a variety of topics to educate and engage your readers – and build authority. Not only will this information help the reader, it will also show how you can help solve their problem and that you can be trusted.

 

Hopefully, the above information has provided some tips you can use to build trust with your readers. What do you already do to build trust on your website? Do you have any additional tips to add? Please leave your comments in the box below, thank you.

 

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.

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 www.ProfessionalWriter.com.au.

Real estate headlines that work

How to write Real Estate headlines that work

Want more buyers at your Open Homes? Yes? If you want to get more buyers through the door, you may need to work on your ad writing skills, particularly your headlines. Headline writing is a critical skill for all Real Estate agents.

The headline is vital in engaging the buyer’s interest in a property. You only have a few seconds to capture the reader’s attention and the headline makes that all-important first impression.

Don’t underestimate the power of the headline. In fact, up to 80% of people won’t read past the headline – unless it grabs their attention!

These days, most Australian Real Estate advertising is placed online on portals such as RealEstate.com and Domain.com, as well as agent’s websites. With time-poor readers and a vast range of other properties drawing the reader’s attention, you must ensure your headlines are captivating, effective and clickable.

The purpose of your headline is to clearly communicate the main benefit of the property, while establishing an emotional connection to the home. Your headline should help readers visualise what it’s like to live in this home, which can establish their emotional attachment to the property.

Here are 7 top tips for writing Real Estate headlines that work: 

Know your audience

Who are you trying to attract? What type of lifestyle do they aspire to? Write the headline (and the body copy) with these buyers in mind.

Marry your headline with your photo

There’s no point in using a shot of the front of the house if the outdoor area and pool is the main selling point. A great lifestyle shot of the outdoor area/pool will do much more to attract a prospective buyer. Some agents even write their ad first, then have the photos taken to match their copy.

Keep it brief

The most effective headlines are 8 words or less, and you’re often limited with space on Real Estate websites. Use the KISS principle – Keep it Short and Simple!

Don’t try to be clever

Unless you were a professional copywriter in your previous life, don’t try to be clever or play on words, it rarely works. Readers will scan your headline, so it needs to convey your message clearly and simply. If they scan it and don’t “get it” on the first read, they may not bother to read it a second time.

Ask a question

You may wish to pose a question in your headline, but only use one which you know your prospects will say YES to!

Write more than one headline

Try writing at least five different headlines, then ask someone else which one they think works best – show them the photo if you already have it.

Keep a swipe file

Study the headlines that work for you and others. Make a note of them and keep a file just for headline ideas. This can provide future inspiration, and save you loads of time – and money!

 

Try these professional tips. They’ll help you write better headlines and draw more attention to the properties you have for sale or the article you’re writing.

If you’d like more tips on Real Estate copywriting, try this article – Top 5 Real Estate copywriting tips from a property copywriting veteran.

If you have any questions, please email me via my Contact Page.

Write About Us page, About Us pages, how to write an about us page

How to write the best About Us page for your site – Top 5 tips

Do you want to win more business? Take a close look at the About page of your website. Does the page provide the information your customers are looking for, or is it a boring re-hash of your Company History?

Whether you realise it or not, your About page isn’t really about you, it’s about your customers, and getting them to know, like and trust you. If you want to capture their attention, and their business, you first need to tell them how you can solve their problem, then back it up with the reasons why you can do this.

Following are my Top 5 tips to write a winning About Us page for your site:

1.  Before you start writing, consider your customer

Think about:

  • Who is my customer?
  • What problem do I/can I solve for them?
  • What does the customer want to know about our company/me?
  • What voice or style do they respond to? i.e. formal or more friendly/casual?

If you’re unsure of the answers to these questions, ask your customers.

2.  Tell them HOW you help solve their problem

Make a clear and concise statement about what you do for your customers. This gets their interest and provides motivation to read on.

3.  Tell them WHY you are the best choice

Here’s your opportunity to make them want to deal with you by expressing your personality, being informative and entertaining, as well as conveying your company’s culture and values. This enables you to engage them with your personal and/or company’s story and to build trust.

You can then include the qualifications and experience you have to back up your claims. Highlight your expertise – accomplishments, awards, volunteer or charity work, associations, education, passion, links to media/press articles you’ve features in, tell them why you do what you do so well.

4.  Express your point of difference

Remember your reader is most likely looking your competitor’s sites as well, so it’s important to clearly state your UVP (Unique Value Proposition – or what makes you stand out from your competitors) on your About page. Research your competitor’s sites to ensure yours stands out.

Simply expressing your story and humanising your organisation can be your point of difference too. People want to know who you are, what you stand for and why they should trust you. It’s important to be honest, authentic and real in order to be trustworthy.

5.  Show your face

Personally, I much prefer to deal with an organisation where I can see photos or video on the Home page or About page. Displaying a photo or video provides a further opportunity for people to get to know, like and trust you. Whether you use individual shots or a team picture, it is essential that you include pictures.

One more tip

Invite them to connect with you on social networking sites such as Facebook, LinkedIn or Google+. That way, they have the opportunity to get to know you before they give you their business.

Should you be feeling a little overwhelmed about writing your About Us page (or any other web page), engaging the services of a Professional Writer can often save you time, money and heartache. Feel free to email me to discuss your project – I’d be happy to assist.

If you’d like to receive more writing tips, please connect with me on Facebook or sign up to the newsletter on my Professional Writer website.

And lastly … I’d love to know – what do you think makes a great About Us page?  Please comment below.

 

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all round Australia. Email her to arrange an obligation-free discussion about your latest project.

Help writing business article

Top 10 ideas for writing business articles

When you sit down to write an article for your company’s newsletter or blog, do you struggle to find ideas? Stop wasting your valuable time. Try one or more of the following tips from the toolkit of a Professional Writer.

1. Look at your FAQs What are the questions most frequently asked by your customers? Make a list and answer then. If you don’t already have an FAQ section on your website, the information you gather could form the basis of an FAQ page, as well as inspire an article on one or more of the questions.

2. Tell them what they don’t know For example, you could write, “10 things you need to know before selling your home”.  A title such as this often draws attention, as most people want to be sure they know as much as they can about a particular topic – especially when selling a home!

3. “How to” articlesRelate the article to one of your most popular products or services. Share the information you usually give to customers when they purchase from you, and add a little bit more if you can. This builds confidence in your prospects and may also reinforce your relationship with current customers.

4. Tap into your testimonials Hopefully you’ll already have some statements from happy customers. You can build an article around these, for example, “How we helped Bob catch a record-breaking fish”.

5. New products or services People often enjoy reading about innovative products or services. Be sure to detail how this can improve their life, for example, “How a revolutionary new printer cartridge helped business save 50% on their stationery bill”.

6. Interviews – Profile a trusted customer or top employee, detailing what they like most about your organisation, how you’ve helped them or the importance of their role in your business.

7. Current trendsLook at what’s going on in your industry or the wider business community at the moment. Is there a trend that people want or need to know more about?

8. Think about the season Whether it’s Christmas, Easter or Valentine’s Day, you can often find a way to link a product or service to the occasion. For example, “Top 10 quick and easy Christmas lunch ideas”.

9. Link to events – There are so many events throughout the year that you could link your product or service to, for example, “Top 6 training tips for your fun run”, or “How to have the best experience at Big Day Out”. Just take care not to detract from any charity events.

10. Share your experience – Think about some of the important lessons you’ve learned during your time in business. For example, you could write about, “What I learned in my first year in business” or “What I wish I’d known before I ran a marathon”.

I hope these prompts have got you thinking about writing your next business article. If you have any questions or comments, please feel free to email me.

Still got “writer’s block”? Try this.

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 have a strong background in Real Estate and I’m a specialist Property Copywriter. I also enjoy writing Company Profiles and Social Media/Blog content for all types of businesses, and happily work with clients all round Australia. Email me to arrange an obligation-free discussion about your latest project.

 

Powerful story, About Us page, Writing for business, business story, Professional Writer, how to tell your business story, small business marketing, Lyndall Guinery-Smith

Inspire your customers with a powerful story

We all know how important it is to make a connection with customers in business today. Smart businesses create brand awareness and influence both prospects and customers by involving them in their story. Think about companies such as Apple computers, Boost Juice or Red Balloon Days … all have built prominent profiles based on their culture and unique story. There are thousands more companies who’ve done the same thing in their own industry or marketplace.

A powerful story:

  • creates intimacy
  • establishes relationships
  • creates a shared experience
  • provides a sense of connection
  • communicates your values

A powerful story can motivate, persuade and inspire your prospects, turning them into customers – and increasing your bottom line. If you wish to influence others, you must have a good story.

What particular chapter of your own personal story will your target market best relate to?

For example, if you’re a property marketer targeting first-time investors, you might tell your own personal story of how you bought your first property and how you went on to build a portfolio of dozens of investment properties.

Shaping your story

In order to shape your story, you need to be clear on who you are and what your purpose is.

  • What are you passionate about?
  • Why did you go into business?
  • What are your core values?
  • What do you specialise in?
  • What do you, personally, and/or your business stand for?
  • Are you connected with any charity work?
  • What common interest do you have with your customers?

You don’t have to be able to answer every one of the above questions, but answering at least some of them will give you an idea of your own unique story. If you’re unsure, you may need to work with a friend or coach to discover some answers.

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all around Australia. Email her to arrange an obligation-free discussion about your latest project.

5 quick tips for article success

OK – so you’re keen to get an article published in your industry magazine, online journal or local newspaper. Most publications are happy to accept article submissions from your small business – as long as you have an interesting angle!   So, what’s the key to success?

Following are 5 quick tips to help you write an article the editor will love… and want to publish!

1 – Who’s your target market?

Let’s say you’re a freelance make-up artist. Your target market might be teenage girls who want professional makeup for their formal /graduation or young women who are potential brides, as well as their mothers.

If you coach kids after school, you’d target working parents who need help with getting their kids’ homework done or parents looking to improve their children’s academic results.

 2 – Where is your article being published?

Your story needs to capture the attention of this specific target audience. What type of publications or online media is your target market reading?  Approach these publications first.

If you’re really struggling to find an angle which fits your business, your target audience and the publication, you may need to approach a different publication.

3 – What does your audience want to know?

Consider what type of information your audience is looking for. What can you say that will elevate you to the level of expert in your field and influence them to call/email you to make an appointment or purchase your products? Think about the questions you frequently answer for your customers. Offer helpful information in your article –  they’ll want more.

4 – Keep it simple

Choose one angle per story. If your first story is of interest, there’s most likely going to be opportunities for further articles in the future, so save the other topics for later – or another publication.

5 – What’s your best angle?

Consider these potential angles as a starting point –

  • Is your business innovative or the first of its type in your community?
  • What specific problem do you solve for your clients?
  • How does your product/service help enhance client’s lives?
  • Do your products/services help clients save or make money?
  • Have you recently been nominated for, or preferably WON an award?
  • What’s your personal story/background – what led you to start the business?
  • Can you tie your business into something which is a current media issue?
  • What’s your point of difference? What’s your Unique Selling Proposition?
  • Listen to your current customers – why have they come to you and how have you helped them – Incorporate testimonials from your current and/or past clients to reinforce the point you are making. Testimonials are very powerful, but you must seek permission to publish the name and suburb of each person providing them.

Attention – How to get your article published

Now that I’ve got your attention … let’s find out how you can attract more business with a targeted article or press release.

If you’re thinking of writing an article or press release about your business, you’re going to need a good story angle if you’d like your story published. Here are some suggestions:

  • Does your business help customers save time or money?
  • Do you help people plan for a family holiday or a better future?
  • Do you have a link to a current news story?
  • Is your business organic or green? (very topical and popular)
  • Did you business come to life out of a significant event in your life or someone else’s?
  • Do you have a celebrity customer?

Once you’ve settled on a story angle, you need to carefully consider your target market. A lot of business owners consider “everyone” to be their target market, but you really need to think about who your ideal customer is – perhaps its the person who spends often and regularly, then refers their family and friends to you. Think about your ideal customer’s specific needs. Are they young mothers or mature women? Do you work with people who are conscious of the environment or those who are interested in development? What ever their interests are, your article needs to connect with them and address their needs.

Now think about the publications your ideal customer reads or watches. You need to know whether they are reading so that you can target those particular websites or print publications with your article. Depending on your audience, you may also need to think about the tone of the language used in the article.

Targeting your article to the right audience is vital if you want your article published, read by customers and the final outcome … to bring more customers into your business.

 

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all round Australia. Email her to arrange an obligation-free discussion about your latest project.

5 ways your stories can get people to buy more

Many small business owners would like to get customers to buy more products or services … and buy them more often. But do we know why people buy in the first place?

According to John Jantsch from Duct Tape Marketing, ‘People buy on emotion and then rationalise their purchase with facts.’

When promoting themselves, what most businesses focus on is the facts. What we really need to do is tap into that emotion, to form a connection with that person and get to know our ideal customer. Stories can help do this.

Following are 5 ways we can use stories to shape our brand and make an emotional connection:

  1. Stories help to simplify and explain – Stories are a great way to explain how your product or service works or how it can be used. This is especially helpful for complex issues. Video stories can be very useful here;
  2. Stories  help customers relate – Success stories and case studies about how a customer used your product or service to solve a particular problem can help others to relate  and connect. People like to copy other people’s success;
  3. Stories paint a picture of why you do what you do – Stories can help customers understand your passion for your business, and explain a little more about you as an individual. People relate to other people rather than a company and they like to deal with the person behind the business;
  4. Use stories to build trust and authority – Stories and in particular, testimonials, help establish trust and can demonstrate how you/your business is an authority in your particular area;
  5. Stories give people something to repeat – Stories assist happy customers to spread that all-important word-of-mouth and to give referrals. However, your story must be powerful enough to resonate with the customer in order for them to repeat it.

Once you’ve made that emotional connection, you’re well on the way to getting your customers to buy more from you.

What’s your story? If you’re looking for some help to get your story heard, email me – I’ll be happy to help!

 

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

She happily works with clients all round Australia, and loves to personally visit clients in the Northern New South Wales/Southern Gold Coast area. Email her to arrange an obligation-free discussion about your latest project.