Attract Dream Clients: Why “Who” You Write To Matters (and How To Define Them)

You don’t need to write to everyone.

Because when you write your content to everyone, you’ll find you accidentally end up talking to no one in the process.

A broad message that appeals to the masses doesn’t hit the same emotionally and psychologically as a specific message does.

Think about it:

You’re in a field with 100 people crowded together.

You’re looking specifically for someone who:

• Is an agency CEO
• Turnover $1m+ every year
• Posts on LinkedIn 5 x per week

If you could shout one sentence to attract those people to you, what would you shout?

It wouldn’t be ‘I’m looking for a business owner’, because it’s not specific enough.

You could get 50 people step forward, but only 5 of them meet your specific requirements.

This is why we need to define who we’re talking to so we can filter through the masses online and find our dream clients.

I do this using 3 simple criteria:

1. Role
2. Problem
3. Emotional state

When you combine all three, you get a clear idea of who the person you’re writing content to is and it allows you to picture them very clearly when you write. Your message becomes so specific, it’s only a matter of time before they find you and reach out.

Let’s dissect each of the 3 criteria:

‍1. Role

By role I mean agency CEO/freelance graphic designer/marketing executive.

The role that defines what your dream client does for work and how they identify themselves in a professional setting.

It feels stuffy and overly professional to call out these roles when you write.

And you’ll feel scared that you’re excluding a huge portion of people.

‘But if I speak to only agency CEOs, all the other CEOs won’t care about what I write and I’ll lose engagement.’

It doesn’t matter.

If your main goal is to drive inbound leads for your business, you want to dial in on that specific person. And when you get really specific with your thinking, your writing gets better. It becomes far more interesting than if you spoke broadly, which means other CEOs will likely be interested in it too, anyway.

I found when I write about how I onboard clients to my business, how I get results for them and how I do specific thing within my business, other people pay attention anyway.

They’re curious.

2. Problem

By problem I mean get more inbound leads/save time writing/unhealthy relationships.

This is the one big problem that you’ve identified that your dream client needs help with. That one big problem that YOU can help them solve, if they can find you and vice versa.

Again, it might feel strange and a bit ‘marketing-y’ to write sentences in your content like:

• ‘Struggling getting inbound leads?’
• ‘Worried your relationships are unhealthy?’

You’ll feel like one of those TV shopping adverts which seem to go on for hours in between your favourite late night show at 2am.

But hey guess what? The reason those TV shopping adverts use this sort of language? Because it works.

And it helps grab the attention of the right person who has the problem they can solve with their product.

You can grab the right attention with your content by drawing attention to these problems in:

• Your hooks
• Your LinkedIn bio
• Your ads

Getting the right attention (instead of ANY attention) is so important to resonating deeply with your dream client, at scale, and quickly too.

Building trust is hard online.

Talk to problems to show you resonate and can be a potential problem solver.

3. Emotional state

By this I mean at the point of your dream client saying ‘that’s it, i need help with this problem I have’, what emotional state are they in?

Are they too busy? Are they feeling overwhelmed? Are they lacking confidence? Are they feeling jealous of others?

It’s down to you to understand what that emotional state is.

If you don’t, you risk:

• Attracting the wrong personality to your offer model
• Working with someone who’s emotional problem you can’t fix
• Getting a bad review or testimonial when it doesn’t work out

Signing the wrong client and delivering a bad service, is bad for business.

So getting the right client for you - your dream client - is key.

When you understand the emotional state, you can go in even deeper and talk to these emotions in your content, in your bio, in your ads.

Your dream clients buy with emotion, not logic.

Appeal to those emotions and show you understand them at a level that goes deeper than just ‘I’ll achieve X deliverables for you’.

Be able to say ‘I’ll take you from overwhelmed to stress free’.

That’s an attractive transformation.

Now, you can go away and put all 3 of these together and form a statement that looks like this:

‘I help busy 7 figure agency CEOs save time writing LinkedIn content.’

It gives a clear picture of who you’re writing your content to.

Because remember, when you write to everyone, you write to no one.

But when you write to one, your message is more specific and resonates deeper with the person that matters:

Your dream client.