When a colleague told me that some people have begun using Artificial Intelligence software to write their business blogs I was worried. Was our content writing business about to be replaced - by robots!?
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![Your Map to an Ideal Client [EXPERT BLOG POST]](https://images.squarespace-cdn.com/content/v1/5ba827413bb7af04776691eb/1695070972254-PQFWJCAPB75H9JNUW6RA/Your+Map+to+an+Ideal+Client+%231+540+x+540+.png)
Defining your ideal client can be a powerful tool that allows you to refine your messaging, zero in on the best-fit prospects, and weed out bad-fit clients. But for solopreneurs and small business owners without a lot of time and money, the search for the ideal client can feel like an endless trek on a dimly-lit path using a poorly-marked map.
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Is “crudité” a dangerous word? It was for Pennsylvania Senatorial candidate Dr. Oz, whose recent complaints about the high price of crudité failed to help him connect with struggling middle-class Pennsylvania voters. Not only did he fail to connect - his opponent used his words against him to successfully promote his own campaign.
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Are you a sage? A rebel? A magician?
These may sound like superheroes, but they’re actually just a few of the branding archetypes that can offer you a quicker path to your authentic brand voice.
Here’s how.
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If you have a website, you probably have an About page (if not, you should). For people who want to get a better sense of your business, the About page is often the first stop after they enter your site.
But is your website telling people how you can help them? And is it actually telling people what you most want them to know?
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It’s understandable that businesses want to pretend to be someone their customers can identify with. If you can speak the language of people of different ages and different cultures then you might win their business. Right? But such attempts have been backfiring for decades.
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When people hear “style guide” in the context of content marketing, they may immediately think of the kind journalists use, which cover endless grammatical details on how to refer to groups and individuals and whether to use an Oxford comma. But for many businesses, a copywriting style guide is much more far-reaching: it’s a roadmap that directs the voice and tone of your communication.
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Once you’ve got your brand voice you need to consider the tone. With the right tone, you can turn idle curiosity into serious interest and persuade people with a problem that you are uniquely skilled at solving their problems.
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Some content writers rely primarily on fillable forms or brief instructions to learn their clients’ needs. Fill in this form and we’ll come up with a branding statement. Give me a subject and a word count and I’ll write you a blog post. But we’ve found the best way to really understand a client and their needs is through old-fashioned conversation. Here's why.
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Is your business writing like supermarket-brand vanilla ice cream? We’re not knocking a popular flavor. Lots of people love vanilla. But if you’re trying to get people’s attention online, copy that sounds like the popular generic brand everyone else is selling can just melt away untasted, whether it’s a blog post, copy for your website, or the About section of your LinkedIn profile. Flavor matters!
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