Know like and trust factor, The Professional Writer, getting known online, building customer relationships, how to get customers to know like & trust you

How to become known online – 7 top tips

Want to become known online?

Attracting prospective customers and getting them to buy from you online can be challenging. The first step in successfully cultivating a great relationship with your customers is to get them to know, like and trust you. This post is the first in a three-part series I will be publishing on this topic.

How do prospective customers find you if? You need to become known online.

Customers will usually do an internet search for either your company, if they’ve already heard of you, or the problem they’re searching for a solution to. Either way, you want your website to be found by those you’re trying to impress, and this is where the content of your website can help.

Once they’ve found your site, what does the information say about you? Your content needs to be clear, easy to navigate and easy to read.

Getting known online is a process. It won’t happen overnight, but it will happen … if you start with the right tools.

Here are 7 tips to help you become known online:

  1. Know who you’re talking to

You can’t be all things to all people. Who is your target market? Who is your ideal customer? You may benefit from preparing a buyer persona or ideal client profile which details the personal details, occupation, interests, income and habits of the person you’re aiming to attract. You can source a photo and give them a name.

Once you have a good idea of who your target audience is, you need to write your copy with your ideal customer in mind.  Write as though you are speaking to your ideal customer.

  1. Demonstrate your knowledge

If you’re in business, especially if you’ve been established for a while, you’ll have accumulated a substantial amount of knowledge. By sharing your insights and knowledge with readers, it builds your credibility and helps you work towards the coveted “know, like and trust” factor.

Think of the problems you regularly solve for customers and write content which addresses that issue. Always aim to add value to your reader and be as helpful as possible, as this helps in the next phases of the process, which are the LIKE and TRUST factors. Think about what keeps them awake at night and address those issues – offer a solution to their problems.

  1. Create great content

What will you post on your website? What do your customers want to know? Remember they’ve come to your site because they’re seeking an answer to a question or a solution to a problem they are experiencing. By getting to know your customers and asking what they’re looking for, you can create content which addresses their issue.

You can’t make assumptions here. Answering frequently asked questions is a great place to start. If you already have existing customers, survey them to find out what they’d like to know about your products or services.

Know your business, know your core topics and write content which focuses on your core business.

  1. Write and share a free product that adds value to your target market

Creating a free product which people want to share is a popular way to grow your audience and become known online. This could be an eBook, cheat sheet, planner or digital recording, for example. These are relatively simple to create and offer on your site.

Not sure what to write about? Ask your customers what their biggest concerns are and design your product to address one of those issues or concerns.

  1. Create a blog and post regularly

Most websites have a Blog page, many of which are empty. This is one of the greatest untapped resources small business owners can capitalise on. A blog is a prime opportunity for you to communicate with your clients on a regular basis. Blogging is a great way to help your business become known online, and it can help your search ranking too, which is a bonus!

Not sure where to start with your blog? Make a list of questions you’re asked on a regular basis, ask your readers what they want more of, be interesting, be creative and generously share your knowledge. Your blog is one of the best opportunities you have to build your status as an industry expert.

  1. Share an expert’s knowledge – interview them

If you don’t feel confident in your own experience, or you’ve run out of topics to blog about, you may choose to interview an industry expert. Most people are pretty forthcoming if you ask to interview them. You could do a written post or an audio post for this.

Tapping into the expertise of an authority underpins your own credibility. You may even be lucky enough to have the interviewee share your post with their audience – always ask, they can only say no!

  1. Network, network, network!

Get active on social media. Post regularly and build your profile. Be sure to complete your profile with:

  • All the pertinent details about you and what you do
  • A recent photo where you look friendly and approachable
  • Be sure to include your contact information

Join social media groups which cover your industry. Local buy swap and sell pages can also be helpful in getting known in your own area. Answer people’s questions and be as helpful as possible. Ensure you have a link to your business website in your personal profile, so that people can click through and find out more about your business.


These are just a few tips to get you started in becoming known online. The next post in this series will explore “How to get customers to like you online”.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and helping businesses to build their “Know, like and trust” factor.

I love to write copy dedicated to attracting and engaging your clients, and improving your bottom line, and I happily work with clients all around 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.

Stand out Company Profile, Professional Writer

How to make your Company Profile stand out

Once you’ve made the decision to prepare a Company Profile, or update your old one, you need to take some time to think about the content. Yes, there are standard formats you can follow, which provide details of your company, what you do and how you do it.

Can I suggest you take a slight different approach?

Sure, you need to include information about your company – that’s what the document is for. But it’s also important to consider why the potential client is reading your Company Profile. What does he or she want to know?  It goes without saying that they want to know who you are and what you do, but what they REALLY want to know is … WHAT’S IN IT FOR THEM!

One big mistake many small businesses make when putting together their Company Profile is that they rehash the Company History, throw in something about products or services, then tack the contact details on the end. OK, this may not be your approach, but we’ve all seen this type of profile, and it’s missing the opportunity to connect with the potential client.

If you want your Company Profile to stand out, you need to build rapport with the reader and clearly demonstrate how you solve their problem or address their needs. This will help your profile to capture the reader’s attention much more readily and will complement the standard information on your company.

Here’s an example …

Let’s say you’re a builder. OK, we know you construct homes, but it’s more than that – you help clients bring their dream home to reality.

So let’s talk about their needs. But what are they?

Listen to what your clients ask for –

  • Do they want minimal contact or regular communication?
  • Premium quality, value for money or the cheapest price?
  • Is working to a timeline or schedule important?
  • Are qualifications and industry standards important?

One of the best ways to demonstrate how you meet your customer’s needs is to use the Mission Statement section of your Company Profile. You Mission Statement can portray the values of your organisation and reinforce exactly how you go about meeting the needs of your clients.

One important point – don’t say you do something if you have no intention of following through. At least some of your values must be a genuine match with the values of the client if you’re going to successfully do business together.

Other ways to set your profile apart include:

Company Profile, Professional Writer

Sample Company Profile Cover page

  • Use graphics or a striking image on the cover – not just your company logo. If your budget allows, use a graphic designer to produce a quality front page for your profile.
  • Use colour – most Company Profiles are just black and white, colour adds life and attracts the reader’s eye.
  • Use images to illustrate your products, show off your work and introduce your team – Connect with your potential customers and build rapport by using photos of your team, your premises and perhaps add photos of your clients next to their testimonials (this adds credibility to their comments). If you’re using photos of your staff, be sure to add a caption with their name underneath. This is a good way to help people “put a face to the name”, especially if you’re not dealing with them face-to-face. Images also help to add interest to the page and break up the text.
  • Include a Contents page, headlines and sub-headings – Make it easy for your reader to find the information they’re looking for my using a Table of Contents to direct them, plus headlines and sub-headings which separate content and make it easy to read.

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    Social network icons and stickers vector set

  • Include and DOUBLE CHECK your Contact Details – this may seem obvious, but please make sure you include ALL your contact details. Double check the phone number and email address are correct – this is VITAL. How do your clients contact you now? If you’re active on social media, you may want to include links to these pages, but only if you check your page or feed regularly and will respond to the client via this medium. If you’re not currently active, just use your phone number and email address.

If you’d more about Company Profile tips – check out the article: How to write a Company Profile that wins more business on this blog.

Do you have any Company Profile tips which have worked for you or your company? Please feel free to share via the comment box below.


Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and 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.

7 ways to bring creative thinking alive in your business


Creative thinking is essential in today’s fast-paced business world. If you’re able to regularly tap into your creativity and come up with innovative new ideas, you’re likely to be streets ahead of your competition.

Here’s some suggestions to stimulate your creative thinking:

  • Teamwork – Get your team together (or gather friends and associates if you don’t have a team), take time out – away from all distractions – and brain storm! Firstly, come up with a list of issues you need to address, then one at a time, discuss each issue openly without dismissing any suggestions at first – explore every option.
  • Customer Focus – Take a close look at your current customers. Draw up a profile of your “typical” customer and assess how you serve them now. Think of ways you can serve them better – or ASK them how you can via a survey.
  • Meditate – Don’t knock it if you’ve never tried it! Get yourself a guided meditation to start. You can do just 10-15 minutes each day, focusing on one issue each time. It’s amazing what new ideas you can come up with.
  • Exercise – No, it’s not a dirty word. Exercise stimulates the body and brain, getting the blood and creative juices flowing. If you’re not into the gym or boot camp, just go for a walk in pleasant surroundings.
  • Do you have a hobby? Take time away from your business to get out into nature, do some gardening, paint, draw or take photos. These creative activities can stimulate your thinking within the business.
  • Get colourful – get out the paper and coloured pencils and draw a mind map by placing the issue in the centre of the page and exploring a range of options. Use a different colour for each option.
  • Study your competitors – Check out how they’re doing things. The idea is NOT to copy them, it’s to look closely at what they’re doing and work out how YOU can do it better, much better!

Once you’ve given any or all these ideas a try, please let me know how they helped you become more creative and bring that creativity alive in your business.

Also feel free to share an idea you have for exploring creativity in business. Happy creating!


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.