The most critical element of your target market description is that your market easily recognizes itself and identifies with the words. We humans tend to be essentially self-interested, so the key to getting the attention of your market is a clearly recognizable description – of them. Often business owners believe that marketing materials are all about us and our business. In one respect that is true; however, our target market cares nothing about us – until they get to the point where they think we could help them solve their problems.

To get prospects to the point where they know enough to think we could help them, them must first recognize their situation, problem and characteristics in your marketing writing. By being specific about these details, we create a compellingly attractive force for exactly those prospects and potential clients we want to work with. Here are ideas for writing a description that your target market recognizes and identifies with.

1) Be specific. Eliminate generalities. Be willing to make some choices about exactly who you want for a target market. Trying to attract everyone usually attracts no one. There’s nothing to identify with in generalities. When you specifically define your target market, be sure you target a market big enough to sustain your business. If you carve out too tiny a niche, the business is unlikely to survive.

2) Describe the problem or problems that your market wants solved. Assume that they are on a search for a solution to some problem. That’s their primary objective. They don’t care about how great you and your business are until they have become convinced that you know and understand the problem(s) they want to solve. Give them what they’re looking for if you want to arrest their attention and captivate their interest.

3) Use the language that your prospects and clients have used to describe their problems. Those words, phrases, and concepts resonate with authenticity, and give you enormous credibility in the eyes of prospects. They recognize their situation in this language. They start to think, “Wow, this person seems to know me. What’s their background that they have such a deep understanding of my issues?”

4) Use the feelings and emotions you’ve observed and heard described by prospects and clients. How did they feel when they first came to you? How were they disheartened? What ways did they suffer? Don’t make this “over the top”, but instead make it real. You want prospects to have the feeling that what you say “rings true” when they read the emotions you describe. This stirs both recognition and trust, and creates an intense curiosity. Your target market starts to feel a compulsion to learn about you. How did you gain such wisdom and insight? They want to know, “Who is this provider? What’s their background?”

5) Describe the solutions that your market is looking for, and you’ve created a magnetic force attracting them. Create the contrast between the before and after working with you. They’ve been looking for this solution to their problem. They’ve developed trust for you. They’re curious about you now. It’s as if you have guided them one step at a time toward wanting to know more about you and your business. Now, they can “see” themselves having the solution you provide.

When you sit down to do your marketing writing, use recognition and identification to attract your target market. Help your prospects identify with your target market description. These concepts used in your written business materials sets up a powerful attractive force and brings your market to you.

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.