They’re your perfect customer.
You want to talk to them.
You know it’s easier to talk to your one perfect customer than to talk to a whole room full of them, so it’s good to get the idea of Mr Perfect into your head. (I’m using Mister, but it could just as equally be Mrs, Miss, Ms or Mx)
Knowing your ideal client also makes your information more relevant for your audience. Yes, I’m talking to you, the small business owner in the corner of the room who’s hiding from the rest of the folk because you feel like you’re an outsider. (By the way, you’re not an outsider, you’re perfectly fine.)
If you’ve done any kind of public speaking, you’ll know that in order to get your message across it can be good to concentrate on one person in the audience, right at the back so they don’t realise you’re focussing on them.
Basically, you want to get your message across to your perfect audience, but in order to do it you need a focus.
In the business world, this perfect being is known as a persona, avatar, pen portrait or archetype, and it’s a big thing. Go look on Google (no, don’t bother, really, they’re everywhere) and you’ll see page after page of advice.
You’ll find downloadable sheets, images, cartoons and more advice than you can fling a stick at.
But I’ve found one problem with all this.
It’s bloody hard to imagine.
Yes, you know who your perfect customer should be, or could be, but how do you get that person in your head to feel like a real human being?
To create your perfect client persona, you need to dig deep into the kind of person you want to attract to your business. What are their likes, dislikes, things that make them go ‘meh’.
But sitting there with your pen, paper and business knowledge can still make it pretty difficult.
I have two ways that you can figure out your own avatar that depends, really, on your aesthetic.
The first is to use a D&D character sheet. Yes, that’s right. A Dungeons and Dragons character sheet.
Now, if you’ve never played D&D, or if you are one of those who pooh pooh it, perhaps it’s time to change your preconceptions. Dungeons and Dragons is not all about spotty, teenage boys in their parents’ basement, it’s a fabulous way to get your imagination working and is the perfect storytelling vehicle.
You can use it for creating a story around your persona, and could even, if you really wanted to, create D&D adventures that are business based. Less Dungeons & Dragons, more Shopping & Service Stories. Don’t knock it til you’ve tried it.
But do play D&D at least once in your life, your imagination will thank you for it.
So, there’s idea number 1. Use a D&D sheet to create your persona. You’ll find them online. Here’s a link to the Wizards of the Coast character sheets. Use a basic level sheet and don’t worry about some of the attributes (don’t worry about hit points and how good your persona is with a battleaxe, unless your ideal client is into re-enactments or LARPing).
Note down on the sheet all the character points of your perfect customer. Get a real feel for them and allow the creativity to really get that persona on the page.
The problem with using a cartoon or no image at all, is that it can be difficult to imagine your perfect customer.
Meet Frederick.
Handsome isn’t he?
Now I know what you’re thinking. He’s a bit stiff. A bit old school.
Well he can’t help it, he was around in the 1860s.
Seriously though, Frederick can help you.
I like to use old photos to help me, but you could equally take a modern day photo to provide the inspiration. But for me, because I collect old photos, there’s a mystery to the people that helps me dig deeper into their character.
Take a good look at old Freddy. He’s a bit nervous, look at his eyes, he just isn’t comfortable in that studio. He’s been told to stand still, so that’s just what he’s doing. He’s not what you’d call a rebel.
But he’s artistic. His clothing is that of someone of a more artistic, less formal nature than many gentlemen of his time. So not rebellious, but with an artistic heart.
His hand is resting on a top hat, which may or may not be a prop. But it’s a symbol of status. He’s got a pocket watch, with the chain just peeping out of his waistcoat pocket. His shoes are shiney and his trousers are a fashionable houndstooth. He’s not short of a bob or two.
And the photo was taken at Bethnal Green Road in London – this chap’s a member of the artisanal class that lived in the area in the 1850s and 1860s. Perhaps he had this photo taken as he was on his way up in the world and he wanted to share his good fortune.
Personas for business marketing don’t have to be boring. By taking a photo of a real person you don’t know you can really dig down. That’s why I like old photos, you can really build a story around them. Brendon Urie did it wonderfully in his song ‘Golden Days’ on the Panic! At the Disco 2016 album ‘Death of a Bachelor’. Go listen to it if you haven’t. He’s an amazing storyteller with his music.
If I were to use Frederick as my persona, I would know that he’s uncomfortable in formal situations, he’s on his way up and wants his friends to know. He likes the fashion of his own people and is an artistic soul. His parents are both living, and he wants them also to see that he’s doing well.
His sister, Agatha, is married to the local butcher, and his younger brother, Albert, is still at school. He lives in a fashionable area and works hard to have a decent, comfortable standard of living, with a reasonable amount of disposable income.
He went to a local fashionable photographer because he doesn’t want to scrimp on the things that are important to him. He loves a fine artisan beer, his favourite meal is a good old-fashioned steak and ale pie, and he will fight to the death for the knobbly aniseed jellies in a bag of liquorice allsorts.
I could go on and really get to the heart of this persona.
But can you see where I’m coming from?
Personas are an important part of business planning. But they can be so much easier to create when you’re invested in them. A good old D&D sheet or an antique photo can be used as props that can really get your imagination flowing.
Why not give it a try and see how your ideal customers come to life the next time you write for them.
Personas can also help with storytelling for your business, which helps to builds connections with your customers. You can read more about that in my article ‘Why storytelling builds connections with your customers’.
You’re sitting there wondering ‘should my business use a writer?’ But that’s only the start.
Writer, copywriter, copy writer, content writer.
Like editors, there are a fair few names for them.
There are subtle distinctions, like a copywriter usually focuses on marketing and advertising and a content writer usually focuses on content, such as blogs, ebooks and the like.
But if you’re not one, you might not know which term to use, or which one you need.
Don’t worry, copywriters are a friendly bunch and are there you help you.
If you have advertising and emails you’ll know how difficult it can be to write and sequence everything.
You have to get the words right, the tone right, the voice right and the branding right. Everything has to show your business in the best light. It just has to be ‘you’.
But being you takes time. Writing takes a lot of time.
Don’t be fooled into thinking it’s easy. It’s not.
Getting it wrong is easy. Getting it right takes time, skill and sometimes a lot of research.
By hiring a copywriter, you’ll be getting a fresh pair of eyes. Someone who can help you get your message out there, without the hassle of you doing it yourself. You can free up your precious time and get on with what you’re good at.
Don’t get them mixed up with copyright though … a copyrighter is probably someone who deals in copyright issues (although I’m not sure that’s the name they’d go by, that would be a Permissions Editor)
A copywriter can help you with your advertising, writing persuasive copy that can increase your revenue stream.
If you have a blog, or need to create white papers, brochures, flyers, ebooks etc. then a content writer is a good choice.
Like with your advertising, you have to get the words right, the tone right, the voice right and the branding right. Everything has to show your business in the best light. Again it just has to be ‘you’.
But being you takes time. And content writing takes a lot of time.
Again, it’s not easy.
Getting it right takes time, skill and research.
By hiring a content writer, as with hiring a copywriter, you’ll be getting a fresh pair of eyes. Someone who can help you get your message out there, freeing up your precious time and letting you get on with what you’re good at.
A content writer can increase your revenue stream by informing and educating your customers and employees.
We’ve all been there. We have something that needs writing, so we’ll sit down with a pad and pen, or grab the laptop and start writing. You might ask other team members, or you might just get on with it.
Then, before you know it, half the day has gone and you have about 200 words, a lot of really fine doodles, eye strain and a headache.
And you don’t even know if the words are any good. You can’t ask Kevin in accounts because he really doesn’t have a clue, and Deirdre in reception just agrees with everything you say.
So you give it the once over, decide it’s fine and send it to the website, printer or pop it into the email account.
If you’re lucky no one comes back to tell you you’ve misspelled ‘your’, you’ve spelled your address wrong or you’ve repeated yourself a few times.
If you’re unlucky all hell breaks loose because you’ve got your facts wrong, the writing makes no sense or Alan comes through from the office to break your kneecaps because what you’ve written was a word-by-word retelling of the confidential story he was told by the chairman that needed to ‘go no further’.
You see. It really isn’t easy.
And there’s a middle ground. The one where nothing happens.
No one notices your writing.
The tumbleweed floats around the office and you’re getting no interest and no sales.
A writer can help you because they know what they’re doing.
So, if you need to get something written, what are you going to do? You can take a few days or so out of your schedule and knock something out. It might be good.
Or you could save yourself time, headaches and overwhelm and hire a professional writer. You can find me, and many others, over on the Procopywriters directory.
Why does your business need it?
Do you ever really think about the words your business uses?
Are they chatty? Serious? Formal? Informal?
Does your business thrive on hard facts or on emotions?
It really doesn’t matter.
You see, until you realise the benefit, you’re never going to fork out a proportion of your business’s budget on an editor. We can help you hone your business writing skills and make your writing better for your intended audience. The investment when hiring an editor or proofreader can be worth every penny.
We’re shrouded in a fog of mystery and misunderstanding.
People often either don’t know or don’t understand what editors and proofreaders do. They don’t know how they can help. Think they’re only publisher types. Think they’re the grammar police. Think they’re going to pick apart the writing and be mean and rude. Or they think they’re too expensive.
Yes, we can be expensive (although it’s all relative), but the return on investment can be well worth your time and money.
Think of us as your creative consultant, word wizard, and content reviewer. Written words, meant to be seen by your customers or peers, should reflect your business in the most natural way possible.
We can help you make sense of it all. It’s that simple.
So, let’s attack your pain points.
Wrong. Everybody cares about them (although some might say they don’t).
They’re not the be all and end all. But people do notice them.
And you don’t want to attract the real Grammar Police.
Spelling mistakes on your website put across the wrong message, put people off, can add to your website’s bounce rate and can cost you customers.
Don’t worry, we do.
Working with words is what we do, it’s our speciality. Just as selling products, services or consulting is yours.
If you want your pamphlets and brochures to read well, your website to look good and work properly, or your advertising copy to zing, just ask. Editors are trained to spot problems and give advice on what you need. You are professionals, and so are we.
It doesn’t have to be a big deal. Can you afford not to hire one? Promotional material, websites and publications can cost a lot more in lost revenue than hiring an editorial consultant.
And if you have a tight budget we can work with that and help you prioritise.
Start small. You don’t have to jump in with a full business audit. Get an editor to look over that next brochure before you send it to the printers.
Perhaps you can. But why take up your own valuable time when it can spent doing things more productive for your business. People outsource all the time. And we are professionally trained to spot all those little things that you probably won’t spot.
Are you confident that you are presenting yourself to the world in the best possible light?
Rather than reinvent the wheel, I’ve put together some of my most popular articles to help you understand what editors can do for you.
Grab a cuppa and see what you can see. Want to chat about your business writing? Pop me a message.
Why Your Words Can Kill Your Business (And What To Do About It)
10 Reasons Your Business Needs an Editor
Why Editors Matter to Business