a word from your ideal client

If your ideal client is a self-employed middle-aged woman who spends most of her time caring for others and uses money to solve problems, there's something she wants to tell you...

I'm tired. If you care about me and are trying to solve one of my problems—like if you can honest-to-god make my life easier in some way—please communicate that boldly. 

Don't bury the lead. 

Don't make me jump through hoops or connect a dozen dots. 

Don't use 500 words if 50 will do. 

I don't have the bandwidth to get to all of the things that need my attention today, let alone to sift through pages and pages of website copy, requiring me to make yet another decision. 

I have about four seconds or one bathroom break to read your website.

If you use those four seconds to speak directly to my pain points and explain precisely how you can solve it, then you have my attention. 

Please don't waste it.

This is your first opportunity to help me. 

Tell me exactly what to do. 

Give me one button to press, one form to fill out, one action to take. 

Then after I hit submit, I'm going to forget about you becasue my kid can't find their sneaker, I'm late for a Zoom meeting, and I'm nursing a migraine. 

That's why I need you to follow up with me. 

Send me an email with an interesting subject line because that's the only way I'm going to open it.

I have 60,000 unread messages in my inbox right now because I only open the ones that demand my attention or capture my imagination. 

Make it clear that you're here to help me because you care about me and promise to add value to my life...

... even if that's with a joke or a smoothie recipe or telling me what to watch while I wait for the next season of The Bear.

If and when I choose to work with you, all you have to do is deliver on your promise. Then I'll reward you with money and reviews and referrals and loyalty forever. 

There's no need to hurt yourself trying to write copy I'll respond to. 

Just hire JL Mann for some Poppy Copy. That chick gets me. 😘