How to identify your ideal clients, marketing tips

Identify Your Ideal Clients – Expert Tips

When marketing our products or services, we’re often advised to target our ideal customers. It’s the most effective way to get more engagement. But firstly, you must identify your ideal clients, so you’ll know who you’re targeting.

You might be wondering … Isn’t everyone our target audience? Definitely not! Marketing experts agree that promoting your service or product to a specific audience helps save time, money and yields more sales. Rather than marketing to everyone with generic messages, you’re more likely to see results if you narrow your focus and target specific clients by addressing their pain points. Your marketing message must resonate with your ideal clients. You want the reader to say, “Yes, that’s me. I need your help!”

Client personas or avatars have long been utilised in successful marketing campaigns. They provide a clear picture of your exact target audience. Your persona or avatar is built around one person – your ideal client.

It’s important to note: Your ideal client is not your ONLY client, it is simply the type of person you prefer to do business with. You may have a different type of ideal client for each of your products or services.

Five questions to ask about your ideal clients

  • In an ideal world, what type of person would buy what you sell?
  • What keeps them awake at night? What are their pain points?
  • Where do they search for information to solve their issue/problem?
  • Which of their issues/problems do you solve?
  • How do you solve their problem/make their life better?

Gathering Information

Next, you’ll want to gather more information about the individuals you’re targeting.

If you’re an established business, you could start by reviewing your current client portfolio. Who are your Top 5 clients? What are their common characteristics? Why do they buy from you? What’s your point of difference in their eyes? How do they use your products or services?

You could also do a survey or ask your current clients questions in person. This is by far the most accurate way to find information about your clients.

If you’re a new business, think of a friend, relative or colleague who epitomises the type of clients you want to work with who would be your ideal client.

It helps to think of a name and some even use a stock photo to imagine what their ideal client looks like.

Demographics Help Identify Your Ideal Clients

Start a new document or grab a piece of paper and a pen. Under the heading, Our Ideal Client, list the demographics below:

  • Your ideal client’s age, gender, income, marital status and job
  • Where do they live, work, spend weekends?
  • Their typical behaviours, hobbies, interests, sports etc.
  • What are their goals and challenges?
  • Do you know what motivates them?
  • What do they aspire to?

Once you’ve answered all the above questions, you will have at least an outline of your ideal client persona/avatar. The avatar can be as detailed as you want. Develop a different persona for each of your products or services if the target audience is different. Do what works best for your business.

Why Having an Ideal Client Profile Matters

Let’s face it… there are some clients we covet and others we’d rather not deal with. It pays to target your marketing efforts towards your ideal clients. To maximise your marketing dollar, imagine you’re addressing your ideal client as though they’re standing in front of you. Address their problems or pain points. Lead with whatever they aspire to.

By directing your marketing message directly to your ideal clients, your message is more likely to resonate with them. This is much more effective than using a generalised message and hoping you’ll catch their attention.

Client personas can form a strong foundation for your marketing campaigns by connecting with and engaging the exact type of customers you wish to deal with. Imagine a long list of clients you love … sounds great, doesn’t it? Having a clear, targeted and effective marketing message starts with your ability to identify your ideal clients.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

 

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

Business storytelling, brand story, professional writer

Business Storytelling to Build Your Brand

When it comes to engaging your audience and building relationships with potential customers, stories sell! If you want your website content to get noticed, business storytelling can help.

What is business storytelling? It’s basically conveying useful information about your business within a narrative. Stories have the power to influence opinions and the attitude of the reader. A memorable story provides the opportunity to entertain, educate and sell to your prospects, while building trust and forming a connection with them.

Gone are the days of writing content or a blog post which is solely about you and your business. Readers connect with stories much more than dry, boring content full of corporate speak. Your prospective customers want to know who you are and how you do business, and storytelling provides the ideal opportunity to convey those messages.

Business Storytelling 101: Start with your Brand Story

Creating an engaging and informative brand story is the ideal first step in successful business storytelling.

A good story contains: Characters, conflict and resolution. Through effective storytelling, you can outline who you are, who you serve, your business approach to business and the outcomes you produce for your clients. Make your client the central character in your story.

What’s your brand story? Do you have one? Is it strong? If not, think about:

  • Why you started your business – Who came up with the idea for the business? What circumstances led to the business being launched?
  • What challenges and triumphs have you experienced?
  • Who are the people behind your business?
  • What does your business stand for?
  • What are your business values and how are you different from competitors?
  • Who are your ideal customers?
  • What is your “customer experience”?
  • What are the outcomes you achieve for your clients?

How’s Your ‘About Us Page’ Looking?

Take a critical look at your About Us page. Does it accurately and authentically convey your brand story? HINT: If it starts with “Our company was founded in ….”, you’re doing it wrong!

Instead of writing a boring company history, tell the story of your brand with your reader/customer as the central focus. You want them to feel as though they are your reason for being in business. Talk about how you help people and how you’re driven to continually improve your level of service or product range to help customers. Be sure to clearly articulate “what’s in it for them”.

Using Case Studies for Business Storytelling

Case studies are the perfect way to illustrate how your products or services help your clients. Case Studies can be located on a tab within your navigation pane, or they can be incorporated into your website as blog posts.

Your case studies should revolve around how you helped one of your clients, and the problem you solved for them. To make your story compelling, demonstrate decisions being made, action being taken and problems being resolved, with a happy outcome.

Start by painting a picture of what life was like BEFORE, outline the client’s issue, then detail the potential outcomes you offer. Next you can show why the client chose that particular option, then take the reader through each step towards reaching the desired outcome.

This is an opportunity to demonstrate your UVP or Unique Value Proposition – it’s what sets you apart from your competitors. Anyone can talk about the features and benefits of their product or service but demonstrating HOW you help your customers can truly make you stand out.

Readers want to see your client experience in action, to understand how you operate and to see what the outcome of your product or service is. Back this up with a testimonial from your happy client – third party endorsement is GOLD – and you’re on a winner. Readers LOVE success stories – they want the same success for themselves.

Authenticity is Essential

Whether you’re writing website content, blog posts or your brand story, make sure you’re being authentic. You can’t just make s*%t up!

Particularly since COVID-19 hit, we’ve seen more businesses and business owners opening their workplaces and homes to us via Zoom. We’ve gained an unprecedented insight into how businesses operate and how their owners live. This has inspired consumer desire for more businesspeople to be real and open, rather than cold and corporate.

Try not to simply paint a picture of what you think your readers want to hear and see. It’s important to make sure your story accurately captures the true essence of your business, that it’s relatable, transparent and real.

Connections are Key

The most effective business storytelling makes your readers FEEL something and establishes an emotional connection with your brand. That feeling can evolve into brand loyalty.

Once your prospect has read your story and felt that feeling, be clear on what you want them to do next. Why not invite them to connect with you via social media or email? This is a lot less risky than pulling the hard sell on them at an early stage in your relationship. Of course, this will depend on what type of product or service you offer.

 

Need help with your business storytelling? We can collaborate with you on your brand story, website content/About Us page, case studies, blog posts or a business award nomination. We’d love you to email us and let us know how we can help you get started.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

 

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

Australian capabilty statements, how to write a capability statement, professional writer

Australian Capability Statements – Grow Your Business

When it comes to Australian capability statements, many business owners are surprised to learn how these documents can help to land a raft of new and bigger clients. A professionally written capability statement (basically a company profile on steroids!), can be just the “foot in the door” you need to secure more business and increase your revenue.

While many clients come to me to get their Australian capability statements written, most are initially unsure exactly what needs to be included.

I work with electricians, plumbers, builders, transport companies, building inspection companies and many other business owners across Australia, who have been told they need a capability statement by their potential clients. Australian government agencies, large corporations and major contractors are increasingly requesting a capability statement to be submitted before they will consider working with your business.

Following are answers to the most frequently asked questions about capability statements …

What is a capability statement?

Quite simply, a capability statement is a document outlining information about your company, its strengths and your track record.

What makes Australian capability statements different from other countries?

In the USA, capability statements seem to generally consist of only one page and contain basic, factual information. They are often used by large organisations to ‘compare apples with apples’ when it comes to potential contractors or sub-contractors, so the single page layout is ideal for this purpose.

However, in Australia, most organisations require more detailed information so they can assess your company’s suitability for a project or contract. Depending on your business’ history and the requirements of your prospective clients, Australian capability statements generally range from 2-4 pages up to 24 pages or more, and everything in between. The vast majority are around 3-6 pages long.

What should I include in my capability statement?

While the exact topics and content is different with every single capability statement and the variations are endless, the basic contents remain the same. They are:

  • Business overview
  • Mission/vision/values
  • Services you provide
  • Core competencies
  • Contact details

Of course, a more comprehensive document will contain greater detail, including numerous case studies which clearly demonstrate your organisation’s ability to solve a particular problem and produce positive outcomes for your clients.

If building long term relationships with your clients is important, you may also wish to include a profile and photo of each key team member to initiate the “know, like and trust” factor.

It’s also a great idea to include your USP/UVP – unique selling proposition or unique value proposition. This is the one thing which truly sets you apart from your competitors.

How do you know what to include and what to leave out?

When a prospective client asks me to quote on writing their capability statement, I ask them, “What do you prospective clients need to know before they will do business with you?”. Think about your ideal client and those you’re aiming to attract.

Why can’t I just copy and paste another company’s capability statement?

Firstly, all written materials are copyright in Australia, so copying another company’s capability statement would not be a good idea, unless you’re happy to pay a hefty fine and/or potential court costs.

Secondly, imagine your embarrassment if you bid for the same job as the company you copied from … and the prospective client found out you’d copied your statement. Do you think you’d get the work?

It’s important to tailor the contents of your document to your audience. Remember, you must supply all the information your prospective clients require to make an informed decision about whether to engage your services… and this information varies between businesses. Depending on the size of the contracts you’re vying for, you may consider customising your capability statement for certain prospective clients.

Who should write your capability statement?

Savvy business owners engage a professional writer, such as myself, to write their capability statement. I often have clients remark that they lack the level of writing skill or expertise required to make a great first impression. My reply is usually something about my lack of electrical, engineering or building skills, so you wouldn’t want me doing any work in those trades! It’s awesome when we know what we’re good at – and we stick to it.

However, if you do have sound writing skills and/or your budget is limited, you can certainly compile a capability statement yourself. This task is much easier when you have a clear strategy, know what information you need to include and the structure of your document.

All this information is available in my capability statement kit. In this value-packed guide, you get all the information you need, plus some professional tips and tricks to help make your capability statement shine.

The capability statement kit is ideal for start-ups, budget-conscious business owners and those who are confident in their writing ability. Check out all the information here.

Are you a tradesperson? We’ve written a blog post with specific tips for tradies here.

 

Lyndall Guinery-Smith, owner of The Professional WriterHi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

Write a winning capability statement, capability statement writer, professional writer

How to write a winning Capability Statement

Winning new business can be tough… but with the right tools, such as a professional Capability Statement, you can get your foot in the door, followed by that all-important handshake.

In this article, we’ve answered the most frequently asked questions surrounding Capability Statements.

What is a Capability Statement?

A Capability Statement is a document which defines the capabilities, achievements and skills of your business. It is a clear and concise representation of what you offer to potential clients, what sets you apart from your competitors and your track record of accomplishments.

Capability statements are often used by tradespeople to establish relationships with Tier 1 or Tier 2 builders. They are also regularly used to gain work in the government sector.

This document is about opening doors and building relationships with your potential clients and strategic partners. It’s important to tailor the content with your specific target audience in mind.

How long should your Capability Statement be?

What will you use the Capability Statement for? Is your intention to incorporate it into a tender document? If so, many companies who call for tenders prefer a single page statement so they can quickly and easily compare the capabilities of the different organisations who tender. A single page statement is a brief overview and does not allow you to elaborate on your ability to deliver outcomes in any way.

If you’re just after a single page document, why not use our Capability Statement Kit? We’ve designed this product to contain everything you need to produce a quality single page capability statement. This handy kit includes: A comprehensive 16-page instruction booklet, an easy-to-use, editable template in Word and a handy final checklist. At just $97 +GST, it’s an absolute bargain.

We find the majority of clients seeking a professional Capability Statement writer require a comprehensive document with more detail than what can be provided in a single page.

What specific information should your document contain?

It’s important to note that every Capability Statement is different. The document needs to be tailored to your specific business and the audience you’re targeting.

Most documents of this type have some standard and some variable inclusions. The key ingredients must cover your capabilities, what sets you apart from your competitors (your Unique Selling Proposition or USP) and your proven track record of performance. However, the specific topics you include will depend on your business, your capabilities and

Consider your target audience before deciding which information to include. Think about … Who are you targeting? What outcomes can you deliver for them? How can you demonstrate your ability to achieve those specific outcomes?

Once you have a clear picture of your prospective clients or partners and what they’re looking for, you can start to go through the list of potential contents below:

  • Cover page, including ABN, ACN and full contact details
  • Business overview/introduction
  • About Us – Mission, vision, values
  • Differentiators or USP
  • Service you provide
  • Core competencies
  • Experience
  • Major client list
  • Organisational chart
  • Meet the team
  • Equipment
  • Area of operation
  • WHS
  • Environmental management policy
  • Quality assurance
  • Insurance
  • Professional associations
  • Awards and recognition
  • Community involvement
  • Client testimonials
  • Customer service philosophy
  • Call to action
  • Any other information your clients will need to make an informed decision to do business with you

Getting started

  1. Draft an outline
  2. Write down who your target audience is and list the outcomes you deliver for them
  3. Make a list of contents tailored to your target audience – select from the above list
  4. Consider the best way to demonstrate your business’ capability
  5. Make notes on each of your capabilities
  6. Draft each section
  7. Format the document to present professionally
  8. Re-read, spell check, grammar check, edit and polish
  9. Ask a third party to proof-read the document
  10. Publish, PDF and send the document to your prospective clients

Want to know more?

We hope the above tips provided you with some guidelines for writing a document which helps win more business. The Professional Writer partners with small business owners to create quality, business winning capability statements. We can help your company put its best foot forward with an outstanding capability statement. Let’s chat – book a complimentary 10-15 minute chat about your requirements.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Lyndall Guinery-Smith The Professional Writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

 

Want to know more about capability statements? Check out:

How to write a capability statement for an Australian business

Capability statement tips for Australian tradies

If you’re looking to DIY a single page document in a hurry, take a look at our handy Capability Statement Kit.

 

Communication tips, how to connect with your ideal customer, professional writer

Top 5 attention-grabbing communication tips

Connecting with your ideal clients isn’t always as straightforward as you’d like it to be. The following communication tips will help you craft your message so it’s more likely to attract the attention of those elusive prospective customers!

Tip 1: Know your target customers

How do we get to know people? We ask questions – and REALLY listen to their answers. Find out as much as you can about exactly who your ideal customers are. Get to know their age, gender, marital status, spending habits, likes and dislikes, etc.

  • What keeps them awake at night? Identify their problem/s
  • How can you tap into their problem and offer a solution?
  • What motivates them to buy?

Tip 2: Know where to find your prospects

It’s important to know where your ideal customers hang out. If you send your message on the wrong channel, they’ll miss it and you’ll be disappointed that you’ve wasted valuable time and money investing in the wrong marketing. Take the time to get to know …

  • Where do your customers look for information?
  • Which social media channels are they active on?
  • How do they prefer to receive communication from you? Is it email, text message, newsletters, social media posts, etc.

Tip 3: Understand some people need nurturing before they buy

Not all your ideal customers will be ready to buy the first time they hear your marketing message. In fact, most people won’t buy when they first hear about your business. This is why it’s important to be persistent and consistent with our marketing messages.

One of the most important, and often overlooked, communication tips is that we need to build the “know, like and trust factor” first. This is where social media can be particularly useful.

  • Thanks to social media and email marketing, we can connect with prospects more effectively and frequently
  • Tap into these resources to form a connection with your prospects
  • Be aware of the Rule of 7 – where prospects need to see/hear your message at least 7 times before they commit to buying from you

Tip 4: Give them a reason to connect with you

Do you like being “sold to”? Most people don’t, so why would you do it to your customers? You need to give them a good reason to connect with you. Your message also needs to be tailored and clearly expressed to capture their attention.

  • Share useful content and relevant information
  • Invite them to join your community – everyone loves to belong
  • Offer loyalty discounts or special offers to your community members
  • Offer them a bonus if they introduce a friend or family member

 Tip 5: Connect, don’t sell!

You will only build a strong connection with your customers by adding value, not through selling to them. It’s important to provide information which helps them in some way, but at the same time, it can allow them to understand more about your business and why you’re the best choice for your product or service.

  • Craft stories that evoke an emotional connection with your brand
  • Share client success stories – everyone loves good news
  • Use videos of you, your team and your customers
  • Illustrate your expertise and that of your team
  • Remember it’s SOCIAL media – share, don’t be pushy or hard sell
  • Build your profile as an industry expert

If you successfully adopt these communication tips, there’s no need to sell. Your ideal customers will be lining up to buy from you!

Lyndall Guinery-Smith, owner of The Professional Writer

 

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

How to become a thought leader, what is a thought leader, blog post writer, award nominations writer, The Professional Writer, Lyndall Guinery-Smith

How to Become a Thought Leader

Are you seen as a thought leader or a business trailblazer in your industry or niche? Or are you happy to be just one of the crowd?

Thought leaders are those we recognise as a foremost authority in their area of expertise, whose views are seen as authoritative and influential, making them the go-to person for comments, interviews and, of course, business. A thought leader has a powerful and visible personal brand, often built over time.

9 tips on how to become a Thought Leader

1. Become an authority

Select a particular topic or niche. Ideally, you will already have some experience in this area. Be well informed by reading everything you can about the topic and stay constantly up to date on it – BE THE EXPERT.

2. Love your topic and truly believe in it

Demonstrate your passion for your area of expertise by writing, speaking, doing interviews and making videos about it. Always be looking for new ideas related to your area of expertise. Your passion and belief will shine through if you’re truly authentic with your message. Most of us can spot a fake at twenty paces – don’t be that fake!

3. Engage with people

Whether you’re speaking at an event, doing face-to-face networking, interacting on social media or meeting a potential new client – be pleasant, be present and take the time to show an interest in other people, not just yourself. Once you’ve established rapport with the other person, they’re much more likely to show an interest in what you have to offer.

4. Share your expertise

Thought leaders into their experience and share it – you can do this too. Why not write social media posts, articles, fact sheets, guides, ebooks, books – or record videos if you prefer that medium?

5. Write a blog

Blog posts are the ideal platform to share your expertise, thoughts and ideas while positioning yourself as a thought leader. As the content is kept on your own website, you have total control over it, unlike what you post to social media.

Consistency is the key. If you say you’re going to post weekly, do it. If you think you can only manage one post per month, commit to it, choose a date and ensure that blog post is live on that day.

Blog posts can be repurposed as content for your client newsletter or as a guest post on another website or in on industry blog. A blog post which receives a lot of attention is the ideal topic to expand into an eBook, lead magnet or perhaps a complete book on the topic. If you’re not a writer, this task can be outsourced to a professional.

6. Leverage social media

Choose no more than 3 social media platforms and focus on being active on them. Choose your social media channels according to your audience – be where your people are.

Plan your posts and topics ahead of time. Be sure to post regularly and consistently. Be active in groups where your followers hang out and add value by answering questions. Interact with other leaders in your industry, as well as social media influencers and thought leaders.

7. Harness the media

Media and the public look to thought leaders for their input on changes, updates and fresh ideas. Offer to provide your expert commentary to media outlets – they love a great story and are constantly seeking the advice of experts in their field.

8. Nominate for awards

Winning an award is a fantastic way to boost your profile and become known in your local area, your industry, across the country or even worldwide. There are a multitude of industry awards, those run by your local business networking organisations or Chamber of Commerce, or high profile national awards. Using the services of an established awards nomination writer can assist in presenting the best possible submission and boost your chances of standing out from your competition.

9. Form your tribe

Surround yourself with people who complement your strengths, inspire you and support your efforts. Don’t be afraid to ask for help from others, most people are happy to assist where they can. You can do it all alone – it takes a support team behind you.

One final tip … be patient. Becoming a thought leader takes hard work, dedication and creativity – and time. All the effort will be worthwhile when it pays off with huge benefits for those who are willing to stay the course.

The Professional Writer - Lyndall

 

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

Write an engaging blog post, write to engage readers, professional business writer, professional writer, write to impress clients

How to Write to Engage your Readers

Want to know more about writing to engage your readers?

Whether you’re writing marketing materials, blog posts or a company profile to promote your business, one of the first things to consider is … Who is your audience? Who will read what you’re writing?

While your message may be the most important thing you wish to convey, unless you think about how you can engage readers, your message may not hit its intended target.

Identify your audience

Think about who you are writing the information for and then tailor the content to your intended audience. Get to know and understand the group of people you’re targeting. What are their fears, desires and aspirations in terms of your product or service? Your text needs to appeal to these aspects.

What does your audience need to know? What do they already know?

Once you’re clear on who you’re targeting with your message, you need to be more specific. Firstly, identify the knowledge levels your intended audience has on the topic you’re presenting … are they beginners, intermediate or advanced? This will determine the level of information to be conveyed in the document.

What’s your message?

Exactly what is the message you wish to convey and what is the outcome you require? If you clearly identify this upfront, your document or post will have a clear direction. It will also be much easier to outline the content you need to include.

Create useful content

Whatever your message is, the content you create MUST be interesting and useful to your target audience without sounding too “salesy”.  It’s important to focus on your audience’s needs, yet craft the words in a way which also helps achieve the outcome you require.

Which communication channel should you use?

Consider where your intended audience gathers their information from. Are they more likely to read a printed publication, a blog post on your site, a guest post on a well-known industry website, a social media post, advertising or marketing materials, company profile or any other message which represents you and your business to the marketplace? You’ll get more people to read your information if it’s easy for them to find it in the first place. You’re also more likely to connect with your ideal client if you turn up in the right place.

Formatting

Most people are time-poor and many of us scan rather than reading every word. Make your document or post easy to read.

Wherever possible, use headings, paragraphs, bullet points or numbered lists to break things up. Bold text or CAPITALS are great for emphasising an important point. Colour can also be used to highlight particular sections or points of interest to your audience. Or you can use formatting to Highlight some text in a blog post.

Use visuals!

Think about it – do you look at the pictures, video or graphics when you read an article or document? Use images which the reader can relate to and which support the point you’re making, such as the picture below. Visuals are really helpful in illustrating your point and can help solidify the message in the reader’s mind.

Engage readers, use visuals, professional writing tips, professional writer,

Edit, edit, edit

This might sound like really basic advice, but we all make mistakes! Before you publish, be sure to edit your article or document. This includes spellcheck, scanning for typos and correcting any grammatical errors. These can easily be overlooked, particularly when you spend quite a bit of time on a document. Ask a colleague, friend or family member to read your document before you hit that publish button.

Does your document engage readers?

Before uploading, read back over your document or post again to check that you’ve included all the relevant information. Is it in a logical order? Is the document is easy to read? It’s easy to overlook small details, especially when you’ve been working on a document for a while and you may have rearranged the order of the information.

Does the document or post achieve the outcome you stated at the beginning?

Be sure to make the final tweaks, then PUBLISH!

I hope you’ve found these writing tips useful in helping to engage readers and connect with your intended audience.

You may also enjoy these topics:

How website content helps generate sales

Tips on creating an Ideal Client Profile

Becoming known online

The Professional Writer - Lyndall

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

Staff profiles, meet the team, how to write staff profiles, website content, Professional Writer

Staff Profiles – Why your clients need to Meet the Team

Most websites have an About Us page which provides an overview of the business and what it offers, as well as a brief profile of the business owner, founder or CEO. This information is important to your readers, as people often buy or do business with those they know, like and trust. Haven’t you Googled a business before contacting them??  However, many small businesses are neglecting an opportunity to connect with readers through including staff profiles on their website. Let’s delve a little deeper into staff profiles …

Staff Profiles make a great first impression

Including staff profiles or a “Meet the Team” page on your website is a great way for potential clients to feel welcome and get to know you. It’s often the first step in the “know, like and trust” process and can help you establish and build relationships with your clients.

When potential clients take the step from reading your website to either calling or visiting your business, who will they encounter? Unless you’re a one-man-band, one of your team members will meet, greet and assist that customer. So, imagine if the reader had already been introduced to Belinda, your receptionist, or Brad in sales through their staff profiles. Do you think this would enhance their first impression of your business?

Which team members should have staff profiles?

Who in your team is client-facing? They are the ones you must profile. Depending on the size of your team, you may wish to profile only the key members who interact with clients. If you only have a few staff, it’s a great idea to profile everyone, as it makes your team appear large.

Sure, it takes a small investment of time and money to write and upload the staff profiles, but the benefits far outweigh this minimal cost.

How often should staff profiles be updated?

Keeping your website content up to date is vital. Be sure to write a fresh profile when new team members arrive and delete profiles of staff who have moved on, particularly if they’ve gone to the competition!

For long-term staff, consider updating their profiles every 1-2 years to include qualifications and experience they’ve gathered in that time.  Naturally, staff profiles need to be updated when a team member is promoted. The new profile must reflect their new position and responsibilities.

Why should we include photos?

While some people don’t enjoy having their photo taken, including a quality headshot next to each team member’s profile is a great way for clients to recognise them when they meet face-to-face.  It’s also part of the “know, like and trust” factor. Ensure the headshot you use is recent and actually looks like the person being profiled. Glamour shots are best reserved for personal social media accounts.

Staff Profiles can help boost your team’s esteem

Including your staff members in the company’s marketing can help empower them both individually and as a team. Having a staff profile of each employee on your website is a great opportunity to enhance your company’s team spirit and make each person feel they are a valuable part of your team. It also provides them with the chance to briefly tell the story of their experience, qualifications and specialities – and how they help clients.

A great way to display your team’s capacity

By including staff profiles on your website, you’re able to show the size and capacity of your team. It also allows you to demonstrate the cross-section of skills, capabilities and interests amongst your team members. Profiles can be as formal, friendly and approachable or quirky as you like – but they must truly reflect your brand.

It’s about showing your human side

Staff profiles allow each person to show their human side and to be relatable. Using a conversational tone allows the reader to get to know them, their values and what sets them apart, which helps to build a picture of the individual.

This opens the lines of communication so that people feel more comfortable to reach out, ask a question or walk into your premises. This could be the start of a fruitful long-term relationship with your client!

 

Now I’ve provided the above tips for including staff profiles on your website, I hope I’ve convinced you to introduce your team members to your clients. If you need assistance with writing your staff profiles, I can help. Simply email me and let me know what type of business you’re in and how many team members you have, then I’ll provide a quote. Or we can set up a time to chat on the phone if you prefer.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes business award submissions, website content, capability statements, team bios, blog post packages and much more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

Blog post ideas, Blog post mistakes, help writing blog posts, professional writer, Lyndall Guinery-Smith

Are you making these mistakes when writing blog posts?

Writing blog posts is something many people enjoy, while others just don’t know how to get started and would rather do anything but write a blog post. There are a few blog post mistakes you may wish to avoid.

When it’s done well, blogging is a great way to build your profile and be seen as an expert in your industry. However, you can so easily detract from the way your business is perceived if you get it wrong – and that’s not the outcome anyone wants.

If writing blog posts is challenging for you, it may be because you’re making some classic mistakes. Below, you’ll find an outline of the most common mistakes – and how to fix them.

The top 10 blog post mistakes people make are:

1. Failing to plan and outline before writing

Rather than staring at a blank screen, waiting for inspiration, it’s a good idea to plan out your topic and the main points you want to make before you start writing. Some people find this easier to do with pen and paper, rather than on a screen – just do what works for you.

Not sure where to start with your outline? Once you have a topic in mind, try writing it in the middle of the page, then draw 6 lines coming out from the central topic and write one of the following headings on each line: Who, what, where, when, why and how. Then explore each of these and write notes next to the headings. This will give you an outline.

2. Not thinking about your reader

The most important thing for you to consider is – who is my reader? This is one of the first things to think about when planning your blog post. After all, you’re writing the post for them, aren’t you? What level of understanding of the topic does the reader have? What questions do you need to answer for them?

3. Using jargon or buzz words

Readers may not be familiar with your industry terms and the jargon you use. Unless your article will only be read by those working in your industry, don’t use jargon or buzz words unless you explain them. Use language the everyday person will understand.

4. Not correcting spelling, punctuation and grammar mistakes

While spelling, punctuation and grammar might seem like boring topics, they’re important if you want to make a good impression on your reader. Mistakes not only make a blog post difficult to read, they can make you look unprofessional and inefficient. It’s often difficult to see your own errors, so be sure to ask another person to read your blog post before you submit it or hit the publish button.

5. Not correcting typos

Typographical errors, or typos, as they are more commonly known, are another avoidable issue which can make you look unprofessional. Again, it can be difficult to see your own typos, so ask a colleague to check your work before sending it out.

6. Posting paragraph after paragraph of text

  • Keep paragraphs short, sharp and straight to the point
  • Use headings, bullet points or numbered lists to break up text
  • Insert images where appropriate
  • Use numbering or bullet points to break up big chunks of text

7. Using too many different fonts

Using a larger font for headings and sub-headings is fine, but try not to use more than two different fonts throughout your blog post if you want to make a good impression on your reader.

8. Rambling on 

Everyone is time-poor. If you can convey your message in fewer words, do it! Your readers will thank you for it. If you think readers will have further questions at the end of the blog post, add a link or your email address. A call to action at the bottom of your post invites readers to contact you and provides a further opportunity to engage them in a conversation and potentially do business together.

9. Forgetting to use images or diagrams

Some readers are visual, so images and diagrams can enhance the reader’s understanding of your topic. Visuals also help to break up large chunks of text. It’s a good idea to use at least one image or diagram per blog post.

10. Not tying into your brand

Every blog post is an opportunity to reinforce your brand by portraying your company’s approach to business or your “brand essence”. Be sure the topic and your post are in alignment with the way you do business.

 

I hope these tips are helpful to those struggling with writing blog posts. If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

You may also enjoy – 5 ways to generate blog post ideasHow to set up a simple blogging schedule21 blog post ideas for small business owners

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your ideal clients … and improving your bottom line. I happily work with clients all over 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.

About Us page, How to write an About Us page, help writing About Us page, Professional Writer, About Us page tips

How your About Us Page can help win business

Did you know that on most websites, the About Us page is the second most visited page – after the Home page? There’s a good reason for this. The majority of readers want to know who is behind the business and find out who they’re dealing with before they’re willing to commit to buying your product or service.

So, what does your About Us Page say about your business? What story does it tell? Does it capture the true essence of your business and help you to engage your customers? If not, perhaps it’s time for an About Us Page makeover!

Want to tell your REAL story on your About Us page?

Who are you targeting? Who is your ideal customer?

First and foremost, it’s important to know exactly who you are trying to attract. If you think your target market is anyone reading your website, you may want to consider narrowing your audience.

For example, if you sell upmarket baby goods, your target market is not just anyone reading your website. Your primary target market could be pregnant women aged between 20-40, with an income of $75,000+. Because you sell UPMARKET baby goods, your target market would not be anyone looking for baby items – your market is much more specific than that.

Of course, not all businesses have such a narrow focus, however, having a good understanding of exactly who you are targeting is vital if you want to truly connect with your specific readers – and get them to buy!

What problem do you solve?

What product or services does your business offer which can help solve their problem?

You need to not only tell readers that your business solves their problem – but also HOW you go about it. Outline your point of difference and detail how you offer friendly advice, superior after-sales service or whatever is relevant to your offering and the reader’s needs.

What does your ideal customer want to know?

It’s important to know why a reader/potential customer has come to your site. What do they want to know about you and your business? Do they want to connect with you in some way before they buy? If so, it’s a good idea to use a friendly and approachable tone in your About Us copy and encourage them to get in touch with you via your contact page, social media channels, email or phone.

Tell your readers who you really are

A lot of business owners hide behind their company name, while readers want to know who is behind the business. Introduce yourselves, mention the names of the owners and key staff members where appropriate, so readers know who they are dealing with.

ALWAYS use photos

I’ve said it before and I’ll say it again – photos are important. People connect with – and BUY from – people. By adding a photo of the business owners or the whole team, and your premises or company vehicle allows the reader to gain a greater understanding of your business.

Show your personality

If you want to set your business apart from your competitors, your About Us page needs to show the true personality of your business.

  • Outline your core values, mission and vision for the business
  • Tell readers what you’re great at – without sounding too boastful
  • Detail your background, experience and areas of expertise, and that of your team
  • Outline some of the types of customers you’ve already helped in your business
  • Detail any involvement you have in the local community or with charitable organisations
  • Use a little bit of humour if it’s appropriate to your industry and business
  • All this can help readers relate to you and your business. Readers want confirmation that you are their best choice.

Tell them your WHY

If you started the business, why did you set it up? Or if you bought the business, why did you choose that particular business? What drives you? What’s your motivation?

Telling the reader WHY you do what you do demonstrates your passion and interest, and is another way to be relatable.

 

By incorporating some or all of the above information into your About Us page, you’ll increase your chances of engaging your readers and have more influence over their buying decisions.

Now that you’ve read these tips, you may want to review or rewrite your About Us page. If you need professional assistance to write an engaging About Us page which helps you win more business, feel free to contact me – I’m happy to help.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your ideal clients … and improving your bottom line. I happily work with clients all over 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.