Learn to speak to your client's pain points.
It's a noisy online world, and only getting noisier. If you're asking yourself, "How do I get the attention of my ideal clients and stand out?" then I have the answer for you. It starts with knowing what the client wants and what their problem is and then positioning yourself as the solution that will solve that problem.
When you understand your client's deepest pain points and talk about them then your message will resonate with them. By talking about the problems that your clients are facing then they will be much more interested in what you have to offer and they will trust you because they will feel understood by you.
A great message is NOT when your ideal client understands you, it's when your ideal client feels understood by you.
People want to be seen, heard, and understood. We all gravitate towards and trust people who understand us, who are like us, and with whom we have things in common. It's no different in business. When you can relate to your clients by stating the problem, articulating their pain and frustration, and offering a solution to their problem, then they will feel understood by you. Your clients will look to you as the guide that will solve their problem(s) because they will trust you.
As you write your copy use the Feel. Felt, Found copy model:
I know how you feel, I have felt the same way too, until I found...
- "I understand/know/get how you feel." This wording lets the client know that you heard them, understand their problem, and can empathize.
- "I (or somebody else) has felt the same way too." or "That was me, I've been there..." You're telling the client that they are not alone and that things can change. You're letting them know that other people you have worked with have been in their shoes.
- "Until I found this." or "But after working with us, what they found was..." Then tell them what the solution to their problem is (a.k.a. your product or service). Talk about what other people found when they purchased from you, or how you solved your own problem.
People don't buy products and services, they buy results.
It's not enough to understand your client's problems. You also have to get crystal clear on the results that you produce. When people buy from you it's because they think that the service or product that you offer will solve their problem and get them a result.
When you're talking about your product or services are you telling your clients what the offer will do for them? "Here's what our product/service can do" and "Here's what you can do with our product/service are two very different approaches. One is talking about features and the other is talking about benefits - you can read more about that here.
Everything comes down to problems, results, and transformations.
Are you making it clear what results they can expect - the success and the transformation? If not, you're leaving money on the table because that is why people buy. Look at your product or service and ask yourself, "What transformation, result, and pain am I solving? What will my client's life look like after they buy from me?". Most of us do a really good job of talking about the details of our offer on our website and we forget to focus on the transformation part - how your product or service will change their lives.
As you write the copy for your website use the following model:
- Show them that you understand their pain/problem(s)
- Show them that you have a solution to the pain/problem. (Give them the confidence that you have the authority and ability to help them).
- Paint a picture of what success would look like for your clients
- Show them what the transformation is
People do not want your service, they want their problems solved. They want a transformation.
The secret to a website that converts visitors into clients is understanding your products and services but more importantly, also understanding your ideal client. Successfully selling your offer is about much more than understanding your client's age and gender. It's about understanding their deepest pain points. The problem that you solve - that is your niche.
It's not about you. It's about your ideal client and their needs and desires. When they land on your website you want them to feel known and understood by you. Ask yourself, "What does my ideal client want/need?". Trust me, when your ideal clients are scouring the internet and furiously googling in the wee hours of the night they are looking for something - a solution to their problem or for one of their desires to be met.
As you write the copy for your website think about the following questions:
- What is the solution that you're offering?
- What are your client's desires?
- How can your products/services make someone's life better?
- Why would someone choose your product/service over someone else's? What makes you unique?
- What might be some of your client's hesitations?
- What will your client's life look like after working with you?
This is part of the work I do with my clients. If it speaks to you and you’re ready to talk further, I invite you to schedule a complimentary call with me here.