The most critical aspect of doing any marketing writing is to clearly define your target market and describe it in compelling language. Effective business writing must cause your target market to resonate and self-identify. You want them to recognize their situation and characteristics in your description, and be nodding their head in agreement. Ideally, they “see themselves” in the details and language you use. This thrill of recognition is what gets them to keep reading and to want to know more about your business. Assuming that you have the beginnings of a target market description, here are some ideas you can use to deepen that description and fully engage your target market.

1) Be specific. Don’t make the mistake of believing that everyone is your target market. Too general a description attracts no one. What are the details of the problem they want to solve? How are their lives troubled by this problem? What do they endure? Define a large enough target market that your business will be supported, yet carve out a slice of that market through the use of specific details. “Everyone” is not a target market and will attract no one.

2) Use emotional language. Use the emotions that you see and hear prospects describe when you first meet them. This could be things like shame and embarrassment, frustration, sadness, feeling out of control, or hopeless. What have prospects said to you about their situation when they first met you? What have they described about their situation, and what have you observed? Think specifically about those prospects that turned into ideal clients. They’re the ones you want to “clone” through your marketing writing.

3) Use psychographics. This is a psychosocial profile of your ideal target market. What psychological quirks and behaviors are characteristic of your target prospects? Do they tend to be introspective, searching, curious, defeatist, challenging, or questioning? Are they likely to do what it takes to solve any problem? Are they resourceful and unstoppable? Include in your target market description those psychological aspects that describe your best clients.

4) What kinds of experiences have been common among your target prospects? This could mean the kinds of disappointments that have led them to look for the solution you provide. It might be common types of situations that inevitably lead to needing your kind of services. What are the common themes or “scenarios” you hear about from your target prospects? What has occurred that brings them to needing what you offer?

5) Use the words and phrases that prospects have used to describe their situation. Don’t violate confidentiality, but do extract out the prospects’ own words and create composites using these descriptors. Typically, they are highly emotionally charged, and such language causes that thrill of recognition when your prospects read the words.

6) Don’t be afraid of providing unique details about the target market you work with. Again, you want to carve out a big enough target market but also some specific subset of “everyone”. These unique descriptors must “ring true” with the market you want to attract, yet apply to a large enough market to support your business. If it seems like a balancing act, it is. It might take some experimentation, but will be extremely valuable to your marketing results.

7) Use “success stories” – case studies that describe prospects like you are targeting, their problems, your solutions and their results. These real stories are very compelling and attractive, and lead prospects to imagine getting those same result. For your case studies, use the kinds of clients you want to continue to attract more of.

When you are preparing marketing writing, take the time to deepen and develop your target market description. You’ll attract exactly those prospects you want, and have a better chance of turning them into clients. Your written business materials must reflect the depth of your target market description.

Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.