How to stop writing awful content with these three wicked awesome tips!

How to stop writing awful content with these three wicked awesome tips!

copywriter for coaches

Ladies, I love you, and I respect you. Which is why I have to tell you something. Please stop writing awful content with these three wicked awesome tips!

Awful content is the worst. Like literally, the worst. Especially when you consider how much time and energy it takes you to create.

You know the kind of content I’m talking about. Boring. Painful to read. Not entertaining. Adding zero value. Confusing.

I don’t want you to have awful content, I want your content to help you shine. I want your content to elevate your business and help you empower your people.

So here are the three wicked awesome tips to stop writing awful content!

  • Know your audience.
  • Love your audience.
  • Give your audience what they want.

Do these three things, and get ready for content and copy that nurtures, engages, and converts!

1. Know your audience.

First things first, you must, must, must, do some soul-searching when you are mapping out your business and content strategy. That search must end in the discovery of your ideal client avatar, or your ICA.

Your ideal client is your one ultimate dream, perfect client. Marketing genius Amy Porterfield has a wicked awesome podcast episode where she walks you through the steps to finding your ICA.

If you don’t know who your dream client is yet, then stop. Go listen to Amy’s podcast. And come back after.

… (this is you right now, thinking about who your ideal client is).

Now… you’ve got your ideal client in mind?  Fab.

So now that you know who you’re writing to, everything is going to be muuuch easier.


Because now you know who you are speaking to in your writing.

A crazy super important line to remember when you’re writing for your business is that “when you speak to everyone, you speak to no one.” This is true for marketing and content marketing in general. But it is ESPECIALLY true for copywriting.

Content and copywriting that is not explicit enough in terms of who the ideal client does not nurture, engage, or convert. It might seem counterintuitive, but casting a wide net is the wrong approach to take with your digital content strategy.

If people don’t see themselves in your content, they will not read it. And they can only see themselves in your content if you very explicitly speak directly to them. Which means you have to know exactly who they are, or otherwise, how could you speak to them?!

Did you follow that connection I’m building there… 🙂

Now, don’t be afraid to say who you are writing to explicitly; in fact, I encourage it.

  • If you’re writing to women or to moms, make sure they know that.
  • When focusing on business owners from a specific niche or industry, say so.
  • If you’re targeting a specific demographic, then say that.
  • If you’re writing to a particular size client, you guessed it, say that.

Don’t be afraid about excluding people who are not your ideal client. Instead, focus on who IS your ideal, perfect, superstar client!  

2. Love your audience.

Now that you know who your ideal client is, it’s time to let her know how much you love her.

When you’re writing for your business, don’t write like you’re speaking to the billions of people on the internet. Yikes. Talk about crazy public speaking nerves.

Instead, speak directly to your ideal client like she’s a friend because SHE IS your friend. Talk to her that way. Have a conversation.

Like with all your friends, know what matters most to her and what keeps her up at night. Know how she feels, what she thinks. Know how you can add value to her life.

Make sure everything you write, is in service to her because you love her and want to help her.

(Cue the song that’s what friends are for.)

At the risk of overcooking this point, the whole ideal client jazz really comes back around when it comes to loving your audience. 

Picture your friend. How loved is she going to feel if you’re spending more time with everyone else at the party?

I hate to be the one to break it to you, but she’s going to be annoyed. 

The same rule applies to your audience and how they will feel if you’re talking to every other potential internet reader with your content. They are going to be confused about who you are trying to serve, potentially a little annoyed, and worst case scenario is that they will stop reading because they think your content is awful.

No bueno.  

You want your audience to read your content and know that you are speaking directly to them; they need to know that you understand their pain points, challenges, and needs.

Otherwise, how could you possibly suggest that your service could be the solution to their problems?

Spoiler alert… you can’t.

3. Give your audience what they want.

Once you know and love your audience, you can give your audience what they want by giving them what they need, which is obviously your service.

Case in point: my friend and OG Coach Lauren Golden of The Free Mama Movement recently published a fabulous book: “The Free Mama: How to Work From Home, Control Your Schedule, and Make More Money.

In less than a day, it became an international bestseller, and it’s because it’s so.darn.good.

Lauren knows her ideal audience to a T, which is what makes her story so readable and relatable to so many mamas. Lauren connects with you effortlessly throughout her book.

I would challenge any mama to read this and not feel an instant connection to her, and to her story. If you follow any of Lauren’s work, you’ll notice that you aren’t just reading a book or an Instagram post.

You’re chatting with a friend who cares for you and wants nothing more than for you to be happy and successful in life and in business. And aren’t those the best type of friends?!

Because Lauren knows and loves her mamas so well, she is wildly successful in giving her audience what they want; the ability to leave their jobs to work from home on their own terms and live a totally awesome, guilt-free life.

Bringing it all together.

Know your audience. Love your audience. Give your audience what they want. Do these three things, and get ready for content and copy that nurtures, engages, and converts!

Now It’s Your turn!

  • Who is your ideal client and what keeps her up at night?!
  • How does your product or service give her a good night’s sleep?

Tell me about it in the comments!


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