• It’s one thing to know who you are speaking to and it’s another to actually get through to them. I hightly encourage you to discover the hot buttons of your ideal client to get better marketing results.

    Here’s what I mean.  Often, we become so impassioned by our work or what we have to offer, we forget to really focus on our ideal clients. This can spell disaster in your marketing, advertising and promotional materials because if it’s all about “you” you’re forgetting to show your clients “What’s in it for me“.

    Regardless of who you are, how good you are at what you do, or how beneficial your products and services are for your clients, your copy has show your clients how they will benefit from doing business with you.  If you’re not “showing” your ideal client how they will benefit from your products and services, you’re wasting precious marketing real estate.  One of the biggest challenges I see people struggle with is identifying their ideal client.

    Once you’re really clear about who you want to work with, it’s time to make sure know what makes them “tick”.  Taking the time to discover the “hot buttons” of the people you want to reach will greatly increase your chances of building relationships, really connecting and making a sale or lasting business partnership. Doesn’t it make sense to really KNOW who you want to do business with, and what they respond to, so you can offer solutions to their challenges?

    Identify the psychographics of each of your ideal clients – pinpoint their unique profiles and personalities – likes and dislikes then review who you MOST want to work with (Hint: you can often model them after people you’ve worked with to create your fictitious ideal client and then it’s easier to speak directly them in your marketing materials etc.).   Here are some things to explore when creating your personal profile of each client.   First and foremost identify who you REALLY enjoy working with. Consider past and present clients. Who was a true joy to work with? If you’re a crime show buff, this is similar to profiling.

    Once you’ve visualized the clients you really like to work with consider the following.

    • Age· Gender
    • Education
    • Married or Single
    • Children or no children· Profession/occupation· Salary/income
    • Hobbies
    • Geographic location
    • Type of home/lifestyle
    • Travel and vacation preferences
    • Media they consume (including Web sites, blogs, magazines, television shows)
    • Activities they enjoy on their own time
    • Activities they enjoy with family…

    List anything else you think might be helpful in truly connecting.

    Create a persona for your ideal client using the characteristics and preferences you uncover. Once you’ve identified some of the characteristics of your ideal client it makes it easier to craft your copy as if you are speaking directly to them.

    Who is your ideal client? What makes them tick? Are you really connecting with them?

    Just as important, once you’ve identifed your ideal clients, are you empowering them with information that makes you, your products and your services the first choice?  Click here to read more about value proposition and how it can help increase sales.

    Want more tips to impove your copywriting and connect with your ideal clients? Grab your Copywriting Action Plan here.

    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


    20 responses to “Discover The hot buttons of Your Ideal Client To Get Better Marketing Results”

    1. Lisa you are spot on as always. Without identifying and honing in our our target audience with laser clarity all our marketing efforts are watered down. Pinpoint accuracy means powerful PR!
      Heidi Alexandra Pollard

    2. Lisa Manyon says:


      RIGHT on. It all starts with knowing who you want to work with. Creating powerful content that truly connects. Fine-tuning your online presence aka website and then moving into a solid platform to get the publicity you deserve. We are clearly speaking the same language. 🙂

      Write on!~


    3. GREAT reminders Lisa about writing for my ideal client not just from what I know, as well as really taking time for me to know the nitty gritty details of my ideal client’s profile!

    4. Great one, Lisa! And, CONGRATULATIONS on your project with Ali. You ROCK, Lady!! ? ? ?

    5. Sue Painter says:

      These are super-helpful tips. Almost every person I work with has not yet REALLY given thought to their client’s gut and what makes them take an action. Anyone will benefit from using your list, Lisa. As you say, write on!

    6. Thanks Lisa!

      There is a long standing marketing/selling question that I have and this article has brought it up again….

      The common wisdom in marketing and selling is to focus on the benefit and solving someone’s problem, but when it comes to movies, art, books, clothes these things are not solving someone’s problem directly, but rather lifting their spirit or expanding their energy in some way.

      They don’t present their marketing and selling in the way of solving a problem or spelling out the benefit , and yet they are making millions.

      How would you describe the difference in marketing between service based business and entertainment based business?

      • Lisa Manyon says:


        GREAT question. My philosophy is that movies, art, books and clothes enhance lifestyle and overall satisfaction. So in a sense they are solving a problem by enhancing the overall life experience. I actually really respect the way these “experiential” items are marketed. I do believe it’s important to offer solutions but I like to focus on the solution not the pain points. It’s all about technique. I think you can use the same, positive, solution oriented approach for both service and entertainment and I don’t think you have to poke at the wounds to do it.

        There are a couple of different types of marketing to consider. For example, many large brands have BIG budgets for advertising. They have already established themselves as a leader in the industry and they can get away with “feel good” ad campaigns that are largely “institutional” or created for “branding and positioning” by creative and clever ad agencies who have industry awards on their agenda. Think Coke, Guess, Calvin Klein underwear etc. They rarely include an “offer” or a “call to action” but instead focus on lifestyle, experiences and emotions (emotions are key). While they choose not to include a call to action, I bet they would see an increase in sales if they did…

        With service you focus more on the end result and the “What’s in it for me” factor. Generally to ensure your message is more effective, you include a call to action to promote sales (many service based businesses don’t have the luxury of the big brand budgets so it’s important to get the biggest bang for your buck by incorporating direct response techniques). The key is to do it tastefully in a way that your core and ideal audience can relate to.

        I often choose to blend the techniques to create marketing the represents my own unique style and that of my ideal clients. A softer approach with subtle call to action to facilitate relationships and ultimately sales.

        Thanks for asking.

        Write on!~


    7. Kiyla Fenell says:

      Great detailed bullets to specifically identify our audience. Thank you.
      Kiyla Fenell

    8. Lisa,
      Great tools to hit the mark by working the hot buttons. Tzzzzz:)
      Dr. Robert Fenell

    9. Mitch Tublin says:

      Great points you address here. So many people just fly right past this critical stage in constructing their business. Thanks for writing about it,

      • Lisa Manyon says:

        You are welcome, Mitch.

        Yes, many people fail to truly incorporate planning and strategy in all phases of their business. Many have a great ideas but ideas alone can only get you so far.

        Write on!~


    10. Trudy Scott says:

      You’ve explained it so well and it’s amazing what a difference it makes when you go through this exercise.
      The one I always seem to battle with is the one about media they consume…but I’m working on it
      PS Awesome job with teaming up with Ali Brown!

      • Lisa Manyon says:

        Hi Trudy,

        I’m glad this was helpful to you. I imagine some of your ideal clients might read Healthy Cooking Magazine, Health and more. 🙂 You’ll find that fine-tuning your ideal client profile is an ongoing process because as your business grows so will your ideal client. That’s part of the beauty of being an entrepreneur… never a dull moment.

        Thanks so much for the kudos regarding the creation of 24-7 Web Sales Success with Ali Brown. I’m honored and we are having such a blast with the course.

        Write on!~


    11. Wonderful Lisa. Thanks for sharing your wisdom on this topic!

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