Creating Marketing Content That Speaks Directly to Your Ideal Client - Lise Cartwright

Website: www.hustleandgroove.com

Youtube: www.youtube.com/@hustleandgroove

00:00 If I feel like you're shouting into the void with your marketing content, you know, hosting those carefully crafted social media captions and sending those well thought out emails only to hear crickets, well, grab your favorite beverage my friend, because I'm about to tell you how to turn those crickets into OMG are you reading my mind comments. And hey, if we have a meeting, I'm Elise Cartwright, founder of Hustle and Groove, and I help female creative entrepreneurs create daily sales without social media, which is why I'm super excited to be chatting to you about how you can go about creating marketing content that actually speaks directly to your ideal client, turning them into customers. So let's dive in.  

00:50 The first thing that we definitely want to make sure that we're not doing is throwing spaghetti at the wall and hoping that something sticks. If that's your current content, proceed. I totally get you. I have been there. What I want to talk to you about in this section is the content trifecta and what it is that we're really wanting to do from our foundation perspective. And that is our sales pages, our social media, if we're doing social media and our email are each serving different purposes within our audience, but they need to sing the same song.  

01:27 So whenever it is that you're sitting down to write sales content and you're really wanting to promote an offer, the first thing that you want to start with is who's the ideal client that this is for? We always want to be speaking to one person in our audience when it comes to our offers and This is why I'm a huge fan of reverse engineering, as in starting with the offer, deciding who the audience is, and then creating content that speaks directly to that audience. Because if you don't do this, then you are literally speaking to the void you're speaking to no one if you try to speak to everyone and I know that you've heard this before, and I hope that that's starting to click and resonate because it is true.  

02:13 When you speak to one person, you might be sitting there thinking, Oh my gosh, I'm going to exclude a portion of my audience. Here's the thing, at any given time, there is only 2 % of your audience who are actually ready to buy. So why are you trying to talk to everybody in your audience instead, speak to your ideal client and trust that the people who aren't quite ready right now will be ready in the future. And this circles back to something that I say all the time, and that is we are not here to convince anyone to buy from us we're simply here to present the opportunity in a way that speaks to the people who are ready to buy.  

02:55 It's not that we're not worried about the people who aren't buying. Everything that you create is still going to nurture and provide value. But we always want to speak to the people who are ready to buy because those are the people that you can genuinely help right now. So when it comes to your sales pages, you want to treat it like your favorite little vac dress right you want it to be versatile, reliable, but always converting. And the reason that it's converting is because you are speaking to your ready to buy customer you're going to hear me repeat this again and again so I hope that you've already noted it down.  

03:31 But whenever you are writing your content Traifector right, whenever you are wanting to actually promote something, which secret squirrel should be all the time, you want to be speaking to their ideal customer, right so treat your sales page like your favorite little black dress and remember, versatile, reliable will always then lead to conversions. And then we want to think about how can we actually ensure that we are speaking to our ready to buy a customer. And I like to call this the coffee shop test. Would you actually say this to a friend over coffee, right so anything that you're putting on your sales page, anything that you're putting in an email and anything that you're sharing on social media, the way that you've worded that, would you actually say this to a friend? This is the easiest way to make your content less about spaghetti and more about that little black dress, right really speaking to your ideal customer.  

04:33 Everything is singing the same song when you approach it this way and when you use the words that your audience is actually resonating with, right not using big fancy words. Talk the way that you would normally talk to a friend. You're always going to be more authentic that way. And it's going to also repel anyone who doesn't jive with the way that you talk about things, right? It always gets to be your personality first.  05:01 Now, to make this simpler and easier for you, you want to use storytelling this is how you start to weave things together so keep your message consistent but appropriate for what platform that you happen to be on, and you will always serve your audience in the best possible way. So now I want to expand on the power of talking to that one person. If you're talking to everyone, you end up talking to no one because none of your messaging feels like it's for someone.  

05:36 Whenever you try to fit everyone into the same box, everyone wants to get out of that box. So that's what it means if you can imagine a box box and you are talking to everyone in that box. Everyone that's in that box is looking to get out of that box because in their own minds, they're going, wow, this does not sound like me because you're putting all the hats and you're putting all the beautiful black dresses on all the same people.  

06:03 None of us are the same here is a way that you can start to reframe everything that we've just talked about. And that is using what I like to call the best friend approach, right we just talked about making sure that you're talking to a friend, right, Using the coffee shop test. The best friend approach takes it one step further. So this is where you want to ensure that you're writing as if you are helping your bestie solve a problem. Because whenever we can step into talking like a normal human being, right talking the way that we would actually talk to our friends, our family, but more specifically a person that we actually genuinely want to help.  

06:41 The more that things just roll off your chart, the easier your content becomes to create. And This is why we narrow down, right this is why we truly only want to be speaking to one person per offer. And This is why I don't worry about niching down you don't need to niche down. You just need to make sure that whatever offer it is that you're looking to promote, that you're speaking to the ready to buy customer for that offer, right that ideal client, who are they? What do they look like all of those things i mean, This is why you want to speak to one person because it also helps others see themselves in your content.  

07:24 The more that you address that one particular person, the easier it is for them to kind of go Oh yeah, I totally see myself in that. And This is why when I am helping members inside grow Nurture Cell Collective, write their sales pages and write their sales emails, we talk about weaving different situational stories into the mix and what I mean by that is painting pictures of the problems that your ideal client has. Because we all have a multitude of problems and we might all fall into that ideal client persona for an offer, but our scenarios and our actual problems that we're facing might be slightly different.  

08:06 So that is why when you are sitting down to write your sales pages and write your sales emails, think about what is my ideal client currently experiencing and how can I help them imagine what life looks like after it's actually being fixed. The way that we approach this is by doing what I call an Island A and an island B exercise. So island A is all the problems that you're helping your ideal clients solve with this offer what does that look like so list all of those down.  

08:41 Then island B is what life looks like after all of those problems have been solved for your ideal client. And when you do that, the easiest way to translate those into something that actually helps your ideal clients see themselves in your content is when you turn those into stories, when you turn them into situational scenarios. So you're basically painting a picture. Hopefully that gives you an understanding of how you start to really speak to your ideal client in your marketing content.  

09:16 And it is so powerful when you do this on your sales pages and on your sales emails. In fact, pretty much and every piece of content is an opportunity to sell, right i'm always about optimizing everything to sell so you can do this across the board in whatever platform that it is that you're actually going to be using to promote and in making sure that you speak to your ideal client by using things like the coffee shop test, the best friend approach and remember, everything needs to sing the same song based on the offer that you're actually looking to promote so Are you ready to become a mind reader? Well, sort of.  

09:59 You remember at the beginning I talked about that. Omg, it's like you're reading my mind moment, right you want your ideal customer to literally be thinking, how does she know this like it's like she has been inside my head. Well, this is where I love to layer in human design. What this allows you to do is not necessarily know the human design of your actual ideal clients, but use human design to help you get into their heads.  

10:31 So there are different energy types and different centres within a chart. There are two pressure centres in human design one is the head centre and one is the root centre. Now again, you don't need to personally know human design and you don't need to know human design from a client perspective. You just need to understand these two pressure centres. So the pressure of their head centre is that must know the answers to everything, right so your audience might be and they're going, I need the answer to this, I need the answer to this, and I need the answer to this before I can do anything, right that's part of the pressure.  

11:10 The other part is self doubt, worrying about things that they can't control, being constantly bombarded with so many ideas that they're fully overwhelmed so when you understand that pressure, you can address that in your sales content, right that's how the human design piece can really help you. And then the pressure of the root center is needing to be on time for everything can't sit still, must always be doing, can't get things done unless they're in a stressful situation so all these weird myths and beliefs are typically what will come up with the pressure of a root centre. So you can dive a little bit deeper into this you can go and you know, search human design and you know, head pressure, root pressure and that'll give you some more insights.  

12:02 You can dig in even deeper and if you wanted to go and have a look just at a normal human science chart and pay attention to each of the individual centers. Now there are nine of those. What you can do is use those to help you address any common issues that might be cropping up based on your offer that your audience might be experiencing because there is a not south theme for each individual center. And this can just help you start to really get into the heads of your particular client. For example, if you are a business to business coach and you help your audience on office suite creation and pricing.  

12:44 If you understand the heart center which is Willpower, but it's also the center for South Worth and it's where a lot of pricing issues will come up, particularly if your audience has an open heart center now, again, you don't necessarily need to know any of this information in terms of what they have personally because a large portion of your audience are going to have that open. But what you can do is now speak directly to those pains, right if they believe that they are not worthy of the pricing that they are putting out into the world, then it's no wonder that they're not actually getting that price because they're not 100 % behind.  

13:28 Now, if you are in the more business to consumer space and maybe you are someone that works with people who have suffered a traumatic event in their life and you're a life coach, then having a look at the spleen and understanding that the spleen is the center for fear survival former. And then what you can do, regardless of whether someone has that defined or not, you can dig into the individual gates within each of those centers to learn more about how those themes might show up in your audience's space.  

14:04 And this is where you can get down into the nitty gritty and really start to speak directly to the pains that they have, but also speak to the ideal customer for that. So then you can start to craft messages that resonate because you understand each of those individual centers and the gates that go within each center. Now it doesn't mean that you have to dive into all of the centers and all of the gates, but if you were so inclined then there is a book that I would recommend called The Gene Keys and that is GENE If you go and have a look at that, you will get a nice rig brain dump of how all of those gates actually work and show up.  

14:50 So what you want to do at the end of this is sit down and map out who is my ideal client for each individual offer like the actual ready to buy customer, What are the island a pain points? What is Island B look like? And then you want to create content that makes your audience feel truly seen, like you actually get them. And you can do that by making sure that you're only speaking to one person, one ideal client based on an offer.  

15:23 And then if you want to go and really dig in and create that amazing messaging that you can use the human design centers and gates to help you really get into their mind, right? Really get into that space where they go. Omg, it's like she's inside my head so the biggest thing I want you to walk away with is speak to one person. Do it based on an offer. Create content around each offer. Those are the three biggest takeaways that I want you to take when you start to create marketing content that speaks directly to your ideal client. Now to help you embed some of this a little bit further, I have an amazing gift for you and that is the Story Bank Sales Toolkit.  

16:08 Inside that you are going to find a practice to help you create stories that will resonate with your ready to Buy customers. You're going to get a nice little deep dive into the human design stuff that we just talked about, and you're going to see some examples of high converting sales pages and sales emails so that you can actually see what it looks like when you speak directly to your Ready to Buy customers. So I'm so excited for you to grab those.  

16:36 You will find them below in the show notes. And if you have any questions at all, I look forward to connecting with you soon. Take care.