Welcome my friend! If we have not met before, my name is Rachel, I’m a wedding photographer and business coach. I help wedding professionals elevate the quality of clients they attract, position themselves as the only clear choice for their ideal client, so they can confidently close high end sales working with clients they love.
Today we are talking about how to write copy that attracts perfect-fit clients.
I hear things like this all the time:
“Rachel, I know my website isn’t speaking to ideal clients, and I’m trying to work on my copy, but it’s really daunting. I don’t know what to say that will attract the right people! Help!”
What makes writing copy for your website and socials so hard?
The number one reason: Lack of clarity
Lack of clarity about who you’re talking to
Lack of clarity about what they need to hear and see
Lack of clarity about the value you bring to the table
Lack of clarity about the structure, process, and plan that brings organization and consistency
So the question is, how do you get clarity about all this? My process looks like this:
Go deep with understanding your ideal client. #1 must do, non-negotiable step. Skip this at your peril. Make sure that you are getting to know them at the heart level, not just surface demographic information.
You need to know what they are looking for in a service provider like you and why that’s important to them.
What are their priorities for their wedding, for their work with you?
Why are those important?
What are their whole-life values?
How are you aligning with that?
Why do they NEED you and what you bring to the table?
The answers to these questions will be much more useful to you in writing copy that speaks directly to them vs. knowing how old they are, how much money they make, and what their coffee order is– their demographic information.
Once you have a solid foundation with your ideal client, and information to work with, then it is time to start working on crafting copy that attracts your specific person.
It’s important to make sure you are speaking and writing in a way that does not apologize for charging what you charge, and that you speak to the person who is ready for you right now, who wants the experience you already provide, and doesn’t need to be educated up or convinced to work with you.
Now, unless you know for sure that your ideal client is actively using this language to describe you, I would steer clear of using words like luxury, bespoke, fine art, etc. most clients don’t know what those words mean, and luxury is subjective. I would also steer clear of using phrases like, “every bride deserves” to feel, or have, or experience. The reason for all of this, is because all these words tend to attract a client that feels entitled to a luxury experience, without being willing to make the investment. Remember, Chanel doesn’t announce that they are a luxury brand- they just are, and you know to expect a significant investment. No one deserves Chanel- and no one deserves your services either. Far better to attract the people who are ready to invest with you because they value what you bring to the table.
Because you’ve done your homework to understand your ideal client, you can now paint the picture that they want to see themselves in, hitting on the things that you know are important to them.
For instance: my client Anna, who is a makeup artist, changed her copy from talking about sanitation standards and showing beauty shots, to talking about how a stress-free wedding morning impacts the whole day, showing how she accomplishes that for her brides, and showcasing images that say “my brides are having fun, my brides are stress free, my brides spend important moments with their family.”
As soon as she changed the picture she was painting for her clients with her copy, website and social media, she started getting calls from clients who value those things- being supported, organized, stress free, value their family, and are excited to pay more for all-day touchup services.
Another good example is my client Wendy, who’s a portrait photographer. Wendy has beautiful images, but they were kind of all over the place, not really telling a cohesive story and very little copy at all. We changed her website to reflect her ideal client’s desire to have a joy-filled legacy on their walls, and albums to look at and remember with their children and grandchildren. Wendy painted the picture of how she and her clients want their children feeling valued and loved by seeing their picture hanging on the wall, and just like magic, that is the kind of client she is attracting now- someone who’s ready to invest not just in images, but in wall art and albums too, because it’s their family legacy.
You can see that painting a picture for your clients, mirroring back to them the story that they want to see themselves in, showing and talking about the feelings they want to have, and aligning with their values, is incredibly compelling and works very quickly to call in the clients that are a perfect fit for what you do.
If you want some personalized help with applying this framework to your specific business, I offer free 15 minute strategy sessions. This is not a sales call, they are literally there to help you get clarity on all this, and to help you take that first step forward. If you want to have a free 15 minute strategy session with me, click the button!
That’s all for today!
