Your business might serve hundreds – even thousands – of customers over its lifetime. But here’s the twist: when it comes to writing stone cold killer website copy and nailing your brand voice? You don’t need to write to all of them.
You only need to write to one. Your ideal client.
✍️ 🧲 Quick analogy: Your words are like a magnet.
❌ Write with everyone in mind, and your copy becomes bland, forgettable, and easy to scroll past, i.e. non-sticky AF.
✅ Write with one specific person in mind, and suddenly your copy is sharp, personal & irresistible. CLANG! The sound of clients hitting your lead funnel.
Let’s break down why this approach works and how it can help your small business attract not just a client, but all of the right clients.
Every Word Matters (More Than You Think)
Your website copy, social media captions – even that “About” section that’s been gathering dust since 2021… They all matter. Every word you put into the world carries weight.
Your words have the power to:
- Attract the clients you love working with (the ones who get you).
- Filter out the wrong fits (a blessing, trust me).
- Guide readers along the user journey toward becoming paying customers.
This is the foundation of how people decide whether you’re their person or not.
When your copy feels personal, authentic & aligned with their needs?
That’s when browsers morph into buyers.
Start By Picturing Your Dream Client
Forget “target audience” for a second. We’re not talking demographics or pie charts. We’re talking about a living, breathing person.
Picture the client you’d be thrilled to work with every time:
- They love your style.
- They value your expertise.
- They happily pay your rates without haggling.
Got someone in mind? Good. That’s your north star.
Now ask yourself:
⚡ Do they want to feel personally connected to YOU – the human behind the brand?
⚡ Do they prefer technical details – or do they want the simple, no-jargon version?
⚡ Do they get swept up in storytelling & emotion – or do they just want facts, fees & benefits?
Once you know these answers, you can start shaping your language to directly appeal to this dream customer.
Turn the words on your website into client magnets by writing to just one person.
Speak Their Language
Real talk:
❌ The fastest way to lose potential clients? Sounding like everyone else.
✅ The fastest way to win them over? Sounding like you — but in a way that resonates with them.
Here’s a cheat sheet to check before you publish:
Relatable vs. Excluding
Funny vs. Annoying
Admirable vs. Off-putting
Inspiring vs. Boring
Shareable vs. Forgettable
Every time you hit “post,” your words land on one side of the scale.
Aim for the first column every single time.
Why This Works
When you write to one person:
✨ Your copy feels personal (because it is).
✨ Readers feel like you “get” them (because you do).
✨ You attract more of the right clients (because the wrong ones scroll on).
But wait. Something’s weird. This is counterintuitive.
“Shouldn’t I try to appeal to more people, not fewer?”
Fair question. But honestly, trying to please everyone waters your message down to a big fat ZERO. And you want to talk to ONE. The right one.
Speak directly to this person. And watch as thousands of the right people lean in.
Ready To Put It Into Practice?
Next time you sit down to write a blog, social caption or a fresh page for your website – don’t write to “everyone out there.”
Picture that dream client. Talk to them as if they’re sitting across the table from you, peeking over your laptop.
Your next steps…
👉 Go DIY Put this advice into practice and then shoot me a DM with a link to your latest post/site page/blog so I can admire your handiwork!
👉 Outsource Peek our Reviews and then send us an email telling us the type of content that’s going to help your business the most. We’ll jump on a call to learn everything we need in order to sound like the best version of your brand.
Oh and BTW…
Since you’ve read this far? I’ve just been writing to you 🫵
