Blogging, vlogging, guest-posting and podcasting are all great for your business because they get eyeballs on your message and increase your authority status.

As more of you latch onto the importance of this – which is a great thing, I want to encourage you to think about who you are writing for or communicating to. In The Baby Business School course I talk a lot about getting into the head of your ideal buyer, talking her language and identifying her fears, concerns and challenges. This is super important when you’re writing your website copy as it takes your site from generic messaging to super specific targeting, which leaves your potential client thinking….’how did she know that?’ The number of times I have people telling me it was like I was talking directly to them isn’t a coincidence – it’s because I’m very clear about what it is my ideal client wants to know, needs to be reminded of, wants to be reassured about and needs to know that she’s not the only person in the world who has felt like that about certain things.

This thought process is the same whether I am writing for pregnant women or pre and postnatal specialists. However, I am very clear on the distinction between the two. Are you super clear on exactly who you are writing for?

The reason I ask is because our need and want to attract an abundance of ideal clients often walks hand in hand with our want to just run and hide in the bushes and pretend we’re not really here. Which is what prevents many from putting their work out in the first place. However, for those who get over that hurdle, the next obstacle that needs demolishing is the want of approval from our peers.

While having your colleagues like your work can be a useful strategy from a SEO perspective, if your services are currently very localized – it’s certainly not an essential ingredient for success. Your main focus needs to be writing copy that resonates with your ideal client.

You need to speak their language, express their fears, understand their challenges and then provide them with solutions to their problems. This doesn’t mean continuously writing about how hypnobirthing or yoga is the answer to all of life’s problem. While it is useful and recommended to have one what is X post? If you have dug deep into the mindset of your ideal client – the topics that present themselves to you during your brain dump should be the content for your blog posts. And if you’re stuck with getting inside of her head, visit your ideal client’s favourite hangouts on Facebook and write about the questions they are asking in the groups.

Don’t be afraid to go off topic either. Not every post you write about has to lead with what you do. Some of my most effective posts are personal stories or anecdotes that my ideal client will recognize so they can get to know me and show them that I have been through, or are going through their experience or at the very least understand where they are coming from.

So my message is be clear on who your ideal client is and if you’d like some useful questions to get you started on identifying exactly who she is you can download my 1 page cheat sheet here.

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