• Copy is vital to your marketing success BUT if you’re missing this ONE component it can cause your copy to fall flat.  Here’s what you must know before creating your copy. Before you begin your copywriting project, you must know who your ideal client is. Gone are the days of being all things to everyone. If you are not really clear about who you’re talking to, your writing will reflect that and it won’t connect.

    I often share one of my favorite analogies from my friend and the first high-level mentor I ever invested in, Lorrie Morgan-Ferrero. She says that copy is the DNA of all marketing materials. Think about that for a minute… Imagine stripping away the words from any broadcast radio or televisions script, print ad, brochure, website, billboard, business card… well, you get the idea. As you imagine advertising, marketing and promotional pieces without words you begin to realize how important your copy really is.

    Before you begin writing a single piece of copy you must know who you’re speaking/writing to.
    This may seem like a no-brainer to you. At the same time, I’ve seen seasoned business owners grossly underestimate how crucial it is to get crystal clear about who their ideal clients are and what they respond to. When you lack clarity about this, the marketing messages created don’t build relationships and as a result they don’t connect with your intended audience (this means no action is taken and your bottom line suffers).

    If you think “everyone” is your target or prospective market, your copy will be watered down. Vanilla, if you will. Bland copy doesn’t build relationships or capture attention and a broad approach to capturing your market is kind of like trapshooting. Hit and miss. Unless, of course, you’re a sharpshooter or in this case a professional copywriter who can skillfully reach your desired target and help you connect (and even the best copywriters still need you to be clear about your ideal client).

    I actually once had a marketing professor in a small market claim he advised his students to target everyone in small markets because it’s too expensive to segment. I was shocked and amazed by this methodology, especially since it’s proven time and again that direct marketing to your ideal clients works best. Not everyone is your ideal client. Not everyone has interest in your product or services. And, most importantly, not everyone is prequalified to invest in what you have to offer.

    So, give some serious consideration to who you want to reach BEFORE you begin writing. Consider your ideal clients. Hone your marketing skills to become laser focused on who you really want to work with and how you will be of service and benefit them. The bottom line is (and this related directly to the success of any campaign): The more clarity you have about who you want to do business with, the easier it will be to connect with them. Here’s another resource to help you discover the “hot buttons” of your ideal clients.

    Take Action Challenge:
    • Think about your business and who you ultimately want to work with.
    • Consider all the entities of your business, products, services etc. (Note: Some of your products or services may have different ideal clients)
    • Create a profile of your ideal client so you can craft marketing materials that speak directly to their needs.
    To recap, you must first understand how important copy is, you must identify and profile your ideal client and from there you can begin the process of crafting your content in accordance to your Copywriting Action Plan (follow the link to grab yours) which directly relates to your Content Strategy Plan (also known as your marketing editorial calendar).

    Lisa Manyon

    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog

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    15 responses to “What You Must Know Before Creating Your Copy”

    1. Lisa you are right on the money here – content is king but without a clear focus of who your audience is it can be very hit and miss. Here’s to no more vanilla!
      Heidi Alexandra

      • Lisa Manyon says:

        Hi Heidi,

        You know it’s funny that you mention “content is King”. I’ve shifted my thinking on that. I believe that content is actually “Queen” and that strategy is “King” and in marketing they represent feminine and masculine energies. More to come. :)

        Write on!~

        Lisa

    2. Lisa–you are such a pro! It really is an energetic match when your words speak to your target audience. I’m doing some on the job training with that one!! Thanks for your wisdom.

      • Lisa Manyon says:

        Sheila,

        You are welcome. It’s important to take the time to really examine who your ideal client is. There are also instances where you may have a primary core client and a secondary core client.

        Write on!~

        Lisa

    3. So true! And having just shifted my ideal client, I am now changing my copy to reflect that…thanks for the reminder to get movin’ on that…:)

      • Lisa Manyon says:

        Jennifer,

        Our ideal clients will grow and change with us. Once of the beautiful things about being an entrepreneur is that the process is ever-evolvolving.

        Write on!~

        Lisa

    4. So true Lisa. This was a big ah-ha I had and truthfully I’m still reminding myself of it too. Thank you for the reminder.

      ~Debbie

      • Lisa Manyon says:

        Hi Debbie,

        I think it’s something we must all remind ourselves of. Our ideal clients can change and grow as our businesses do the same. So, really thinking about this will allow you to make true connections.

        Write on!~

        Lisa

    5. Clarity is key!

      I think there is another piece to this… in the old school business model they present these ideas in a way that says: know what how old are they, what sex are they, where do they live,etc..
      but now I think it goes much deeper than that.

      What are their core beliefs, what resonates with their essence.
      In my experience when I focus on those things, the exact right people are drawn to me!

      • Lisa Manyon says:

        Laura,

        Absolutely. We must expand demographics and psychographics to get to the heart of our ideal clients. More and more people are making decisions based on a lovely balance of facts and intuition. :)

        Write on!~

        Lisa

    6. Mitch Tublin says:

      Lisa,
      Great info as always! I agree with Laura. When you focus on the right things your ideal clients are drawn to you.
      Mitch

    7. Great tips, Lisa! Thanks, Katherine.

    8. Copy is the “DNA of all marketing materials.” I like that, and it’s so true! Once you take the time to know your audience and write great copy to support your audience…you can re purpose that many times over. ~ Carmen

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