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!

 

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.  

 

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

How to write an engaging About Us page that wins business

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

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

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

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

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

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

Building relationships is key

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

It’s about them, not you

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

Craft your story

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

Watch your tone

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

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

Ready to start writing your engaging About Us page?

Ask yourself the following questions:

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

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

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

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

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

 

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

 

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.

 

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.