Find an audience of One

posted by Kristina on July 1st, 2014 :: Follow her on Twitter.

Messaging for One - Authentic Buzz Marketing
Ah, the customer avatar. You’ve tried to describe your ideal client. And if you are anything like me, it wasn’t so easy. Here’s how mine started:

female entrepreneurs, social entrepreneurs, heart-centered entrepreneurs, nonprofit organizations, documentary filmmakers

How in the world am I going to craft a message that speaks to every one of these groups?

They may each need the same services – copywriting, marketing, social media, even product launches and fundraising support – but they have dramatically different pain and pleasure points, motives, 3 am sweats, and discomfort levels.

It has been hard for me to really niche down my ideal client because I want to help everyone. I mean, everyone needs marketing help, right?

Nope. It doesn’t work that way. Messaging that is too broad will miss my target audience and may even turn them away. And it keeps people from recommending you to their own friends and clients (if they aren’t clear about who you work with, they won’t know who to recommend you to).

The key to really connecting with prospects is speaking their own language, understanding exactly where there are and what they are going through, and having a solution to help the problems they have right now.

If you aren’t sure who you are speaking to, or if you are speaking to too many audiences, then you message will not land with impact and clarity. It will be like a whisper – is she talking to me or maybe she understands me but I can’t really tell.

Don’t send your message to Never Never Land.

Remember, there is no such thing as the general public, and even if there was, would you really want to work with anyone and everyone?

You deserve to work with only the dreamiest of clients, so make sure you are speaking to an audience of one. Be focused on their exact needs and watch them magically find you with ease.

photo credit: x-ray delta one via photopin cc

The icky side of copywriting

posted by Kristina on June 14th, 2014 :: Follow her on Twitter.

Good copy isn't icky :: Authentic Buzz Marketing

There is something so beautiful about writing copy that moves people to take a desired action. Words that evoke emotion and influence behavior.

For copy to be effective, you have to talk about your client’s pain points. You have to understand their biggest challenge, help them imagine a different way of doing things, and make them uncomfortable enough to want to change.

That doesn’t mean you have to shame or guilt them into doing what you want.

I see the manipulation and sleazy side of copywriting all the time (I’m sure you do to). It’s the over-the-top, buy-this-or-else, do-it-now writing (usually in big red bold letters – and all caps!) that aims to make you stop everything and do what they want you to do.

It doesn’t feel good.

But sometimes, it works. It has to work or people wouldn’t do it.

Chances are that it wouldn’t work on your clients- the ones that crave transparency and honesty.

Your clients are responsible for their own feelings,but it is your job to get them to see what is holding them back and help them feel into a new way of being – gently and lovingly.

Good copy transcends objection and inspires action. {click to tweet}

Good copy tells a story that stirs emotions and gives readers the confidence they desire to make a decision. It establishes direction and trust. Hope and promise. The solution to a challenge or the answer to a question.

Good copy makes them feel something – enough of something to make a decision and take action.

Good copy focuses on the reader – not the writer.

Good copy leaves the reader feeling better about themselves and their situation. It educates and entertains. It makes an impact.

Good copy resonates with your brand message, and reads more like a conversation between friends than a sales pitch.

Good copy comes from the heart and leaves the reader feeling good.

No icky allowed.


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Want to learn more about messaging and copywriting that creates action? Join me on Friday, June 27th at 11 am EDT (8 am PDT) for a free training webinar where I reveal simple strategies for writing powerful and positive marketing copy that will have your clients excited and eager to respond the way you want. 

Reserve your seat:

Why does marketing have to feel bad?

posted by Kristina on March 28th, 2014 :: Follow her on Twitter.

Feel good marketing - Authentic Buzz MarketingI had this interesting conversation with a friend and fellow entrepreneur the other day and she bemoaned that she “should” be doing a free webinar and more free consolations and oh, her website needs to be redesigned and rewritten and on and on.

“If you don’t want to do webinars or consultations or telesummits or any of the other marketing strategies that you feel like you ‘should’ be doing, then don’t.”

She got really quiet – maybe from the shock of a marketing consultant telling her not to market, maybe from the pure joy and relief of mentally crumbling up her to-do list.

“But, then how do I get more clients if I don’t market?”

Ah, great question. You still have to show up and connect with prospects, let people know what you have to offer and how you can help them, and you still have to have sales conversations and ask people to work with you.

You just don’t have to do it the same way everyone else is – especially if it doesn’t feel right to you.

The most effective way to market yourself is to BE yourself.

The worst way to market yourself is to do those things you don’t want to do because you “should” do them.

(We’ll need to talk later about why you’re letting someone else tell you what you have to do instead of listening to your heart, but that’s another blog post).

Marketing that makes you feel bad also makes your prospects feel bad.

If you think they can’t sense how much you hate doing teleseminars, then you are underestimating the brilliance of your clients.

Of course they can tell when you’re doing something you don’t want to do to make a buck or two. And they don’t like it. Not one bit.

So, quit feeling bad about not doing what everyone else is doing. Focus on doing what you love – what gets you excited. Share your passions, desires, beliefs and dreams with the world.

Stop marketing. Start BE-ing.

That’s when the magic happens.

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