I want to address a hard truth that you need to know if you want to make more sales in your business…
What I see so often, whether it’s with my clients or people I chat to on Instagram, is that people try to speak to everyone and they try to serve everyone with their offers.
A really good example of this is when photographers have such a wide range of offers. They might want to be a wedding photographer and book more weddings, but then they also offer family and branding photography. Now, there are usually two reasons for this:
I absolutely get it. I’ve been there before. But Seth Gordon puts it this way. He says,
“Everyone is not your customer”
This is a really big thing to realise.
Maybe you’re just starting in business and not sure of exactly who you want to work with yet. So you’re working with different types of people and offering different types of services to figure out what you like best. That’s totally fine.
But there comes a point where you need to decide. Who do you love serving? And who are you going to focus on serving? Then you need to make sure your messaging matches up with that. You need to make sure your messaging speaks to that one particular person. To your dream client. Instead of speaking to lots of different people all at once.
Because, here’s the thing. When you speak to everyone, you end up speaking to no one. This is because when you’re trying to speak to all of these different people at once, your messaging is going to become very confusing and you could even start sending mixed messages to your readers. If this happens, they won’t know what you’re the expert of.
It’s like when you go to a restaurant with a menu that is several pages long. You immediately know that their food won’t be very good because they can’t perfect every single one of those dishes. Whereas if you go to a restaurant that specialises in a specific cuisine, you can expect that the chef will be well trained and expert at making this kind of food, and it’s going to be delicious.
So if we apply that to your business, by offering all of the services, you’re basically telling your readers that you’re not an expert. Even if you are the best wedding photographer, if you’re talking about all these other photography styles you offer, you dream clients will start doubting whether you actually are a wedding photography expert. But if you get really specific about who you serve and what you offer, you will be positioning yourself as an expert.
Now I want to dive into how whether or not you’re specific on who you serve will affect your messaging.
When you’re not specific on exactly who you want to serve and try to cater for lots of different people, you’re not going to be able to include the details of all these people without making it very confusing for them. Because of this, you will only be able to write a pretty generic statement, like:
“I help women increase their income so they can have more freedom in their life”
But the thing is, your readers are also going to find this statement very confusing. It’ll have them wondering, is she talking about me? How much will my income increase by? What does freedom mean? The confusion ultimately comes from not having a specific identity that you help or a specific transformation you help them achieve. All this does is leave people confused and stops them from taking action, which means less income for you.
But on the other hand, if you get really specific on who you serve and the transformation your offer will give them, you will have much clearer messaging. You statement will read something like:
“I help new female entrepreneurs make their first 5k month so they can stop worrying about where their next client is coming from”
That is so much clearer. Your readers will know that you serve new female entrepreneurs. They will also know that you’re going to help them make their first $5k month. And they know that you’re going to help them overcome their pain point of worrying where their next client is coming from.
So if someone reads this statement and they’re currently worried about where their next client is going to come from or they’re only bringing in $3,000 a month, they will immediately connect and know that your offer is for them. Whereas, if someone reads this statement, but they’re well established in their business, they will know your offer isn’t for them because they’re not a ‘new female entrepreneur’.
Do you see that when you get specific, when you speak to one person and when you have one transformation, that things are so much more clear for your readers. There’s no confusion and no questioning whether your offer is right for them or not.
That is the power of conversion copywriting. You will filter in your dream clients, and deter the people who aren’t the right fit. When you know what your audience is thinking, and get really specific with who you’re talking to, your dream clients are going to be ready to take the next step with you.
This is where it’s important to include a call to action after your statement. If we consider the previous example, you could then say, “If this is you, send me a DM”. Or you could phrase your statement as a question, “Are you a new female entrepreneur who wants to make their first 5k month? So you can stop worrying about where your next client is coming from?”. You could even use that question to do an Instagram poll to get people’s answers. And then again, you could say, “If you answered yes, send me a DM. I’d love to tell you about how we can work together”.
So by getting clear on who you serve and how, you’re going to make things so much easier for your dream clients to connect with your messaging. They’ll realise that your offer is for them, and have their hand waving in the air, saying “Yes! I want to work with you!”.
Let me ask you this. If you keep serving everyone and writing to everyone, what will that actually do for you? Because the truth is, catering to everyone is holding you back from attracting, connecting with and converting your dream clients. And I don’t want that for you. I want you to have clear copy that compels people to take the next step with you.
Thanks for reading this post! I hope you found it valuable. As always, I’d love to hear your thoughts. Comment down below and let me know what you found most helpful or surprising about how to make more sales!
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