Are you totally stuck when it comes to finding the right language to use when you speak to prospective clients?
Are you trapped in a cycle of using “industry” lingo that doesn’t resonate with the people who you want to serve?
Would you like to find words that truly hit your reader in the gut and make them think, “How did you get inside of my head?!”
That last one is what I like to call The Copywriting Badge of Honor 😉
We could all do a better job of communicating the value of our offers to our target markets.
In fact, becoming a Jedi mind reader is something you probably should do before you even create a service in the first place! (It can help you to find hidden problems that no other service providers are solving).
I’ve put together a list of my 9 favorite “mind reading” hacks for getting inside of your target client’s head.
I’d love for you to pick just one of these strategies to try out today! Leave a comment at the bottom of the post to let me know which strategy you’re going to try 🙂
Mind Reading Hack #1: Call upon your muses
Jot down the names of 3-5 real life human beings who are a perfect fit for your service.
What do they all have in common? What are their problems and desires?
What language are they using to talk about these problems and desires?
Mind Reading Hack #2: Journal entry
People skip this exercise because they think it’s fluffy and superfluous. Think again!
What we’re doing here is a hardcore empathy exercise.
Rather than journaling as you, I want you to pretend that you are one of your muses (you can do a separate “journal entry” for each of your muses).
Now, as your muse, spend 10 minutes brain dumping your answers to these questions:
- What’s keeping you up at night?
- What do you want to change about your current situation?
- What do you love about your current situation?
- What do you wish was true about your life situation?
- Who are you jealous of? What do they have that you want?
Mind Reading Hack #3: Schedule “coffee” chats
No, you don’t have to drink coffee (though I’m all for it!) The purpose of a coffee chat is to have an informal interview / conversation with people who are in your target market.
You should record these calls OR make sure to jot down anything that people say that will be useful language to use in your marketing.
I’m all about the “lazy woman’s” guide to business – I prefer to have my target clients GIVE me language rather than coming up with it myself!
Mind Reading Hack #4: Send a survey
I learned vital information about my audience when I sent out a survey in the summer of 2015. This information was so useful that it helped me to decide that I needed to create a new course – and that’s how Yay for Clients was born!
Create a quick survey with 5-7 questions that really get at the heart of what you want to know (hint: questions should be focused on understanding your audience’s current frustrations and desires).
Mind Reading Hack #5: Read blog comments
Of your blog AND of other blogs that also serve your target market!
In fact, if you’re feeling frisky (and you’re not easily triggered by the so-called “competition) you could even read the comments on your “competitor’s” blog to see what people are asking them on posts related to your topic!
Mind Reading Hack #6: Google search / Youtube search
Before deciding on a blog post headline or a Youtube video title, I always test various options in Google and Youtube’s search bars.
For example, this is how I learned that there are way more hits for the term “online course” than “e-course”. This intel helped me to decide which wording I should use more often in my copy.
Mind Reading Hack #7: Look at books
Much like scouring blog comments to see what questions people have, another great idea is to check out current books in your personal library.
Take a look at books written by authors who are clearly doing a great job relating to their reader. (This is NOT about reading books written for experts, but books written for non-experts).
For example, Denise Duffield Thomas of Lucky Bitch has a real knack for writing in a way that is ridiculously relatable and accessible. When I read her books I feel like I’m talking to a good friend.
Mind Reading Hack #8: Read their emails
Chances are your readers are already giving you so much great language and you are totally ignoring it!
I’m talking about email, baby.
When readers send you email, questions about your services, etc do you collect this language to use in your marketing?
Do you pay attention to trends so that you can create new or better services?
Mind Reading Hack #9: Use your past self as a test dummy
Did you used to be where your target audience is right now?
For instance, if you went from being super unhealthy to getting into ridiculous shape and you now coach people how to do that, you can use your “past self” as inspiration.
What thoughts did you have back when you were frustrated with the problem that your target clients currently have?
What kinds of things were you writing down in your journal that you wanted?
What types of blog posts were you reading? What were you googling?