But if your ideal client saw your emails to them, would they know to whom you're writing?
Let me tell you a story about a mistake that I made at the beginning of my adventure of writing content for building email relationships.
When I first started up a website with a blog for people to subscribe to, I was writing to a niche of people "in transition." Not only was that about as broad as the Great Wall of China, even with that much material to work with, I was not even managing to write on topics that mattered to my niche.
Here's a sample of some of the article topics I wrote about while trying to attract “people in transition”: Really living life. Having motivation. Finding balance. Starting the life you want.
Not only are those topics super-boring in their current generic form, no one reading those blog articles in their email would know I wanted to help people in transition.
It's a very common problem: we pick a niche, but then we write something that has nothing to do with the person we want to serve. But there is help for that.
Creating content without direction, I've found, is a problem that arises not because we can't write helpful material, but because we've lost the human connection in our blog and email communication. It's really hard to write to a niche when it feels like you're sending out an article into cyberspace, without any idea of where it will land. Most of us started our own business because we were passionate about helping people with our services or products. But when you just sit down in front of a computer screen, you don't feel connected to those people you want to help.
That's why the most helpful thing you can do, then, is before you create each piece of content, remind yourself the person that will benefit from your material.
1. Give him/her a name and a face. If you have an ideal client, it's because you've worked with this person in one way or another in the past and found it satisfying. Think about one specific person you worked with who is most like the person you want to work with in the future. Visualize chatting with them when you write your article or newsletter.
2. Picture what they are receiving as they read your work. Are they scanning your email at the end of a long workday, or saving it to read over lunch break on their phone? Is your letter designed to give them relief, hope, a kick in the pants? How is your communication making their lives better, in that exact moment?
3. Remind yourself of why they are turning to you instead of other options. What is it you give them that is unique among others who do what you do? Why do they need that from you? It is so energizing to think about solving the problem of an actual person in need, especially when you are doing it in a way that is uniquely yours.
Have you ever struggled with writing to your niche? Tell us how YOU overcame this challenge!
Stephanie Adams, MA, is a Licensed Professional Counselor who spent two years doing things wrong in private practice before she figured out that you can't share your gift with the world if you don't know how to run a business. Now she teaches counselors and other people-centered professionals how to turn doing what they love into a client-attracting, soul-fulfilling, sustainable business. Get your free subscription to 30 Days To A More Profitable Private Practice at mbainprivatepractice.com.