A simple shift for attracting clients
Easy Read
Write for them.
Your readers aren't people within a particular age range, who drive a Tesla, make £30,000+ a year and go for slow weekend walks with the family.
They’re people who share one common problem.
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Just one.
So if you want to attract more ideal customers, don’t write for a stadium of people bunched together by demographic numbers and psychographic guesses. Write for one person, with one problem.
Remember … when people read your copy they’re alone. Write to each of them individually like a letter on behalf of your client (or yourself). One person to another.
Here’s what I mean.
Say you’re selling a vacuum …
Writing for a stadium of people might look like this:
“The SuckStick 6000 breaks down into three parts for more effective cleaning.”
❌ Doesn't address a problem.
❌ Trying to be a solution to all problems.
❌ Ends up being a solution for none.
Writing to one person then might look like this:
“Are there times when you’re gasping for breath after vacuuming the last step on the stairs? Break the SuckStick 6000 to its lightweight handheld form. Same vacuum power, without you coughing up a lung.”
or
“Use the SuckSticks bending pole to rid the dust under the bedroom unit you spied but couldn't get with your current hoover.”
These messages address one problem. And if those are things your Reader struggles with, then you’ll be the obvious choice.
Anyway.
By Ryan Heaney
