From “Nice to Have” to “Must Have”: Crafting Compelling Offers for Your Ideal Clients

As a Business Coach & Copywriter, I often see my wellness coaching clients focus on educating their clients in their content, programs, and in their sales copy.

Education such as explaining why exercise is important.

Why they should avoid artificial sweeteners.

How eating whole unprocessed foods impacts their health.

But those are things practically every human on the planet knows…BUT perhaps aren’t doing them.

And that’s what you need to focus on; why they aren’t already doing them.

What are the reasons-both conscious and subconscious-your ideal client isn’t already doing what they know they should to live a healthier lifestyle.

On a conscious level, common challenges like time, money, and energy most often come up.

On a subconscious level, it’s their fears, limiting beliefs, and self-doubts that sabotage their efforts.

These are the pain points our copy, content, and our offers need to address.

If instead you’re focused on educating the market, you’re going to greatly struggle to connect with your audience and to make sales.

Because let’s be real: It’s already tough enough to grab someone's attention. 

If you’re trying to grab their attention, plus educate them, and then get them to think or act differently...well, your chances of success (aka of getting the sale) are pretty slim.

But there is a relatively easy way to do this: you’ve gotta intimately know and use your ideal client’s language; and use it EVERYWHERE.

Nailing your client’s language is using the right words to connect directly with their thoughts, needs, and emotions.

It’s painting the picture of their “before” and “after” of working with you. It’s using the exact words, phrases, examples, and situations they tell you about; doing this is actually more important than what's inside your offer, product, or course.

It can be the difference between an “Oh that’s nice” response to your program and a, “Wow, I gotta have that” client ready to invest with her credit card in hand. 

No matter where you are in your business journey, refining your ideal client’s exact language will help you:

• Create more compelling and results driven programs and offers

• Sell those programs and offers without feeling salesy

• Convert more prospects into buyers 

So, how do you make your customers feel like you’ve read their minds? 

Let’s break it down.

First, it’s important to know that 95% of purchases are made subconsciously, according to Harvard professor Gerald Zaltman.

And those decisions happen in nanoseconds.

What’s really on your prospects’ minds? 

Not your product features, catchy subtitles, or how long your sessions are.

What’s on their mind is their struggles, anxieties, and emotions; so to grab their attention, you need to address their specific needs directly.

Your copy needs to come from THEM.

Here’s how you do it:

Listen to Your customers.

Talk to your clients.

Take note of the words, phrases, examples, and situations they tell you about regarding their challenges. Then use those words, phrases, examples, and situations EVERYWHERE in your content and marketing materials.

The key is to find folks who've spent time and money on the problem you’re trying to solve.

Ask them:

• When did you first notice the problem?

• Where did you first look for a solution?

• What challenges did you struggle with?

• What impact did those challenges have on your life?

• What alternatives have you tried to solve your challenge?

• Why didn’t those alternatives work for you?

• What did you hope to achieve with your purchase?

• What feelings do you associate with your challenge?

Also, dive deeper: What keeps them up at night? What are their dreams and fears? 

By addressing these questions, you’ll craft a message that resonates deeply with your audience, making them feel understood and valued. This approach will not only capture their attention but also foster a genuine connection, and build that required know, like, and trust factor.

So remember that you could be the most amazing Coach, have a wonderful program or course that could really help your ideal client, but if you don’t know how to communicate that in a compelling and authentic way, you will struggle with creating the consistent impact and income in your business you desire.

Here’s an exercise I have my business coaching clients do that will help you with this:

Brainstorm at least 30 pain points your ideal client has.

Each of these pain points is at least 30 pieces of content.

Very likely each pain point is the opportunity to become a lead magnet, a course, a program or service, or a blog you write or video you create.

If you can’t come up with at least 30, then you’re next step is to interview several of your ideal clients and really capture their experience. If you were once your ideal client, go back and write your transformation story and add your pain points and obstacles to the list.

Ultimately truly connecting with your audience requires going beyond mere education. While explaining the importance of healthy habits is useful, it's not enough to drive action.

To create compelling and effective content, programs, and sales copy, focus on understanding the deeper reasons behind why your ideal clients aren't already doing what they know they should. Address their conscious challenges like time and money, but more importantly, delve into their subconscious fears, limiting beliefs, and self-doubts.

Paint the picture of where they’re currently at with their challenge and it’s impact on their life.

By intimately knowing and using your ideal client's language, you can create a powerful connection that resonates with their thoughts, needs, and emotions. This approach not only grabs their attention but also compels them to take action, ultimately increasing your sales and impact.

Remember, 95% of purchasing decisions are made subconsciously and in nanoseconds. Therefore, your copy should reflect your client's struggles, anxieties, and emotions, making them feel understood and valued. By listening to your customers, using their language, and addressing their specific needs directly, you'll craft a message that fosters a genuine connection and builds trust.

As you refine your ideal client's language and create content that speaks directly to their pain points, you'll develop more compelling programs and offers, sell them without feeling salesy, and convert more prospects into buyers. Embrace this approach to communication, and you'll see a significant difference in your business's impact and income.