If you are running a heart-led business, the chances are that you\u2019re trying to solve a problem or provide a product or service to help someone in need. In order to show that person how you can help them, or how your business can solve their problem, you need to develop a good relationship with them and enable them to put their trust in you. This will only truly work if you know exactly who it is you\u2019re talking to. You can figure this out if you work through the following \u2018ideal client\u2019 (also known as a \u2018customer avatar\u2019) sequence:<\/p>\n\n\n\n
Step 1: <\/strong>Think of the perfect person who would benefit from what you have to offer. Give them a name. Picture them in your mind. Are they male or female? How old are they? Are they single, married, divorced? Do they have children? Write these features down, or even draw a picture or cut out a photo from a magazine that represents the person you\u2019re thinking of.<\/p>\n\n\n\n Step 2: <\/strong>Now think about what this person does. Are they employed or do they run their own business, for example? Maybe they are based at home because they are retired or bringing up children. What are their hobbies and interests? Their likes and dislikes? What level of income do they have? What are their goals and aspirations for the future? Write it all down.<\/p>\n\n\n\n Step 3: <\/strong>Finally, think about the problems they have in their life or their work. What are the \u2018pain points\u2019 that they can get help with by using your product or service? What value can you bring to their life? Get really specific on this. What results will they get if they work with you? Again, get it all down on paper.<\/p>\n\n\n\n Probably the best way that I can show you how to do this is to show you the work that I\u2019ve done on my customer avatar.<\/p>\n\n\n\n Meet Jenni. <\/p>\n\n\n\n Jenni is 48 years old. She is married and has two teenage daughters. She used to work in a large publishing corporation, but last year she decided to set up her own business so that she could work with other socially motivated entrepreneurs on the graphic design for their businesses. She also wants to write a blog and a book and a course to help other business women develop their own design skills.<\/p>\n\n\n\n Jenni is trying to grow her new business but is frustrated because she never seems to have enough hours to do everything she needs to in the business and still spend quality time with her family and her friends. She feels stuck and overwhelmed and isn\u2019t sure how to move forward. One specific area Jenni finds painful is writing effectively for her business. The graphics are fantastic, but she struggles with finding the right words and tone of voice when writing her book, course and marketing materials. In particular, she hates to come over as \u2018salesy\u2019 or \u2018pushy\u2019 when addressing potential clients.<\/p>\n\n\n\n I can help Jenni in a number of ways:<\/p>\n\n\n\n Now that you know your ideal client or customer avatar inside out, you need to make sure that they are front of mind every time you put pen to paper to write business copy that will attract them. The more you can picture them in your head, and know the problems they are facing, the more heart-felt your business copy will be and the easier it will be to talk directly to them and build a trusting relationship.<\/p>\n\n\n\n In the next blog, I will discuss specific ways in which you can write in order to foster this relationship. In the meantime, if you\u2019d like ongoing tips, advice and support, why not join my free community over on Facebook?<\/p>\n\n\n\nA concrete example<\/h2>\n\n\n\n
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<\/figure>\n\n\n\nJenni’s pain points<\/h2>\n\n\n\n
The value I can give Jenni<\/h2>\n\n\n\n