When I was a Yoga teacher, I would tell myself that EVERYONE could benefit from working with me. After all, isn’t the vast majority of the world completely stressed out and in need of relaxation?

Well, yes, but does that mean that everyone knows they’re completely stressed out? Or that those who know want to do Yoga? Or that those who want to do Yoga are interested in learning from a Welsh oddball with arm fulls of tattoos and a tendency to crack too many jokes in her class? Um… probably not!

Not everyone is your ideal client.

Not everyone is interested in your service.

Not everyone is interested in you.

And that’s ok. It’s more than ok. It’s fantastic!

If you’re at a party and you try to have a conversation with everyone at once, you get nowhere.

But if you focus on one person, you can have a phenomenal conversation, go deep and really get to know them, find common ground and come away with a new friend.

When you focus on one ideal customer in your business, get to know them and focus your copy to them, your copy will be sharp, full of value, and speak to your reader.

And the best bit? The more you write for your one reader, the more you will find not just that one reader, but your people.

Your business can’t and shouldn’t help everyone. But get your messaging to your ideal client right, and you can reach the ones you will help.

Photo by Melanie Deziel on Unsplash

Esther Nagle Administrator
Email Copywriter and Strategist
Esther Nagle has been writing online for more than a decade. She has written blog posts, web copy, event descriptions, ebooks and physical books, social media copy and emails. She has trained with Copy School in Conversion Copywritng in emails, and now specialises in email marketing and strategy. When she\'s not writing, Esther can be found watching live music, walking in nature, playing Irish folk music on her purple violin, and hanging out with her son and crazy dog!
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