“I’ll never be a good copywriter,” said the client. “How do I build my ideal audience and generate new clients if I can’t persuade them with good marketing copy?”

“Don’t try to persuade,” I said. “Simply talk about the transformation that people experience as they try your services.”

That is good marketing copy.

Here are 7 ideas for you to describe the transformational power of your work. Use these ideas in your content, your website copy, and in conversations with your prospective clients.

**

Watch the video here:

https://www.facebook.com/georgekaocommunity/posts/230047291569129 

**

1. Vision

As you get to know your ideal clients better, notice how they talk about the changes they wish to make.

What goals are they yearning to achieve? What is the transformation they would love your help with? What kind of life do they want?

Basically, why do they really want your services?

It will take some experimentation to figure out how to describe the benefits in a way that really interest them. Don’t delay… just start trying. Publish it on social media and get feedback.

Importantly, don’t promise the vision (definitely don’t guarantee it!), but say that it’s the aim or focus of your work.

After you get a bit o feedback, go ahead and publish it on your website. You will keep improving on it over time, as you interact with more clients and learn about their vision. But you’ve got to start somewhere.

Eventually, your description of the Vision will be so interesting and aligned to your ideal clients, that this may be all they clients need to see, to say Yes to your work.

2. Results

Whereas the Vision is a description of what your potential clients want in the future, the Results are specific descriptions of what your previous clients did actually experience.

If you don’t have any clients yet, I recommend that you simply start doing your work with whomever is willing to experience it. You need to get some “results” stories as soon as possible. Consider trading with other service providers.

Before you have any client stories to share, you can talk about the results in your own life.

The more work you do with people, the more Results stories you can tell.

Whereas the Vision is what’s possible, the Results are about what’s likely.

If you only talk about what’s likely (Results), you might get fixated on past experiences. Yet if you only talk about what’s possible (Vision), it can get into ungrounded idealism and hyped-up marketing.

So in your marketing, talk about what’s likely to happen when you work with an ideal client that is ready and willing to do the work with you.

The simplest way to do this is to share testimonials or client reviews.

If possible, weave in client case studies (stories of transformation) into your content and marketing.

3. Problems

Your clients are experiencing problems that are preventing them from achieving their Vision.

Or perhaps they’re experiencing some pitfalls on their journey towards that Vision.

As you observe your clients’ experiences, notice how they describe those problems or pitfalls, that your business can help solve or alleviate.

Include those descriptions in your content and marketing...

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit georgekao.substack.com