Filed in Content Marketing, Copywriting — December 9, 2021

How to Write Content for Your Ideal Client

When you write your website copy, email copy, blogs, or social media captions, it’s easy to fall into the trap of writing what you want instead of what your ideal client wants. 

In this post, we won’t be covering how to choose your ideal client,  so if you haven’t checked that box yet, you might want to save this post for another day down the road. 


Market research is such a broad topic area you can apply to all business areas. When you’re conducting market research, there are a few things you have to pay close attention to in order for it to be helpful for copywriting.. 

  1. How does your ideal client describe their pain points?

  2. How do they describe their goals?

  3. What stage of business are they in? 

  4. Will they understand the jargon in your industry, or do they need explanations? 

  5. Do they need nurturing to understand the value you offer? 

  6. How do they explain the transformation you offer? 

If you’re able to get on calls with your ideal client, pay attention to their body language, tone, their personality, and word choice used. 

When writing your content, imagine you’re on a call with this ideal client and speaking to them directly


Now more than ever, we’re seeing less of a focus on pain point marketing (tbh, it can feel kinda icky to write this way). Instead of focusing on pain points, you can focus on the transformation you offer, the value you provide, and the good feelings someone will have after working with you (instead of the bad feelings someone will have before working with you). It’s a minor tweak to how you approach writing, but it makes a massive difference in how you’ll make someone feel after reading your content. 


Nobody wants you to pretend like you have all your shit together. This is 2023, and now more than ever, it’s important to showcase the real behind-the-scenes of life and business. Your website home page copy isn’t a place to divulge the trials and tribulations of your journey. But, your about page, your sales page, and your social media accounts are great places to open a bit more and be vulnerable. 

If you run a Virtual Assistant business, and the transformation you focus on is freeing up more time in business owners’ days, you can share a story of how overwhelmed you personally felt before asking for help and how you’ve used the extra time you have to spend time with family. Elaborate on how you’ve felt since getting this time back in your day and why you want others to be able to experience this feeling. 


We’ve said it before, and we’ll say it again…people buy from people, not from robots. Try to showcase your personality as much as possible in your copy. Feel comfortable breaking writing rules to write how you speak (to an extent…make sure your copy is still easily readable). 

Let people see how you approach your work. There’s likely going to be thousands of other people who offer similar services. Let your copy show off your personality! We’re over following the general APA standards of writing. 

Ask yourself, does my writing sound like how I’d speak

If not, here’s a tip: 

Use your phone voice-to-text option to “write” your content. Go back through to review what your phone transcribes. This is an easy (and fast) way to get content out in your voice. 

If you’re working with a copywriter, it’s their job to learn how you speak, understand your personality, your voice, your brand values, and more. Your copywriter will be able to write content in a way that sounds like YOU. This saves you time and energy while still ensuring your audience feels connected to you through your copy. 

Learn how to write content that appeals to your audience while boosting your website SEO on this blog about SEO-friendly copywriting. For even more copywriting tips, make sure to join the Acorn newsletter!

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