How To Make Your Ideal Client's Heart Flutter When You Email

Do you remember the scene at the end of Sixteen Candles when Sam walks out of the church?

She’s got her sister’s discarded wedding bouquet in hand and her family has forgotten about her again.

An assortment of cars filled with her family members pulls away to reveal super-hottie Jake Ryan, with his red Porsche and perfectly messy hair.

When Jake waves at her, Sam looks around, disbelieving that Jake’s come to see her, and does a quizzical, “Who? Me?”

And Jake’s all like, “Yeah, you.”

Even after watching that scene over a dozen times, the heart of my inner sixteen year old flutters along with Sam’s.

You know why?

Because I can imagine exactly how Sam feels, knowing that Jake is pointing right at HER.

Whether you’re an imaginary 80s-era 16-year-old, or a 38-year-old mom of 2 who’s got a to-do list the length of a Margaret Atwood novel…

It feels good to be seen.

So if you haven’t defined an ideal client for your business, then you’re missing out on the opportunity to point right at your ideal client and say, “Yeah, you.”

Choosing one person to write to for your sales page, email, or Instagram caption will lead to comments like this:

“You described me to a T”

“This was spot on”

“How are you reading my mind?!?”

Which makes your ideal clients feel seen and understood, and rapidly builds trust. <— totally necessary to convert readers to customers

Now, I don’t want you to feel like this is some slimy marketing trick.

It’s not.

Being able to understand, embody, and empathize with your ideal client will help you write better copy. No question.

But you’ll be able to serve them better, too, because you’ll be able to create content and offers that solve their biggest problems and help them to finally take action.

If you’ve held back on choosing an ideal client for your business, I get it.

Commitment can be scary.

And deep down, you’re not 100% convinced that narrowing your focus will REALLY lead to a more profitable business.

But the alternative - copy that DOESN’T generate income for your business - is scary, too.

Because if your copy doesn’t resonate with your audience, you’ll be missing out on sales that could make the difference between settling for work that pays the bills…

And finally attracting the clients you want to work with.

So, my friend, be the Jake Ryan (perfectly tousled hair optional) to your ideal client’s Sam…

For every piece of content you write, choose a single person you’re writing to and say, “Yeah, you!” by writing copy that’s designed for them.