4 Tips To Make A Deep Emotional Connection With Your Ideal Clients (on your website and in your marketing)

When you use the perfect words and phrases in your marketing copy, you can make a deep emotional connection with your ideal clients and customers. That’s the first step in building trust.

That’s the first step in building trust. And choosing those perfect words can often feel really hard!

But, what if I told you the key to creating the best marketing copy is right in front of you, every time you work with one of your clients or customers?

In my work with business owners, I help them discover the words that will make a deep emotional connection with their ideal clients and customers. This connection is the key to successful websites, emails, and sales pages.

Here’s an example. I recently worked with a psychotherapist on her new site. She really wanted her new website to be a conversation starter. In other words, she wanted it to stand-in for her when she couldn’t be there in person.

To accomplish this, Susan and I did a role-play. I pretended I was one of her ideal clients and she pretended we were speaking for the first time. We did this for each of her four specialties: eating disorders, dating and relationship issues, major life changes, and couples therapy.

(For some reason, I’m really good at imagining I have all those problems!)

The role-play strategy with Susan enabled me to collect amazingly rich and compelling words and phrases that I then used to create her website copy.

When the copy was delivered, she said,

“Wow! This sounds just like me. I love it!”

I believe that every business owner would be delighted to have website and marketing copy that sounds just like they do in person. But it’s not easy to accomplish on your own.

To help you get there, I am sharing a bit of my process. These tips should make it easier for you to coax out rich and compelling words and phrases that will make a deep emotional connection with your ideal clients and customers (which I like to simply call your “ideals”).

Here we go:

4 Tips To Make A Deep Emotional Connection With Your Ideal Clients

1. Get a notebook and bring it with you everywhere.

Buy a little notebook and carry it with you everywhere you go. Yes, a paper notebook! I love my smartphone as much as anyone else, but in this case, it’s important to use paper and a pen.

2. Listen carefully to your clients’ and customers’ words and take notes.

The top sales trainers tell us to use our ideals’ own words in the sales process. And it works. But sometimes we are so busy thinking about what we’re going to say next we don’t really listen. We miss some of the best opportunities to collect magic words for our marketing.

So, when you meet with your ideals, get out your notebook. Ask if she or he minds if you take some notes. Then jot down the exact words they use to describe how they feel about the problem you can help them solve. Write down their words verbatim; do not interpret or substitute your words for theirs.

3. Listen carefully to your own words and take notes.

It’s also important to listen carefully to your own words. What makes our ideals light-up, get curious, and display buying signals? Write those words and phrases in your notebook verbatim. Do not interpret or substitute.

It’s also helpful to take notes later on what you wish you hadn’t said.

4. Carefully study your competitors’ marketing, and take notes.

Your ideals are exposed to marketing from your competitors every day. Make it a practice to study your competitors’ websites, emails, and sales copy. Then compare it to your own copy. If it sounds the same, you have some work to do!

If you follow the above process, you will be able to coax out the words and phrases to make a deep emotional connection with your ideal clients and customers in your marketing copy and get better results.

Would you like an ally in this journey? Don’t hesitate to reach out to to me at betsy@bevisible.co.

Thanks for reading!

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