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Aaron Stanley – How does empathy create a client-attracting marketing message?

“The good man out of the good treasure of his heart brings forth what is good… for his mouth speaks from that which fills his heart.”

Luke 6:45

Earlier this month, Roy Martina wrote about “inner marketing” in his post, “Where Does Spiritual Marketing Start?” I would like to follow up on that by writing about how to translate your “inner marketing” mindset into a compelling client-attracting message.

You can only speak, or write, what is already in your heart. Your words half conceal, half reveal your thoughts and intentions. If your intention is simply to make money (not the case with most readers here), you will inevitably betray your motives in the words you choose to use in your marketing. By the same token if your intention is to be of service, it too will be reflected by your words.

When your mindset is congruent with your message—your “inner marketing” is aligned with your “outer marketing”—your words are more authentic and have greater client-attracting power.

The Spiritual, Attractive Power Of Words

Thoughts and emotions are communicated through the medium of words. Words can be a powerful force of attraction: they have the power to move hearts and minds into taking action…

Words can capture your prospect’s attention… or send him away before you can say, “but wait, there’s more!”…

They can emotionally engage your prospect and arouse his deep desires… or leave him completely disinterested…

They can persuade your ideal buyer to respond with enthusiasm… or put up walls of skepticism.

The right words have tremendous power to create an effortless flow of abundance, while the wrong words will drive away the very prospects you’re hoping to attract.

Are you beginning to see how critically important every word is to your marketing message? Choose your words carefully!

What follows are a few tips to help you—the conscious business owner—choose words that will turn your marketing message into a powerful force of attraction. Consider it Lesson #1 in “Conscious Copywriting”…

The Foundation Of A Client-Attracting Marketing Message

Marketing—especially Spiritual Marketing—is not about “what” you sell. It is first and foremost about your prospect: who he is… what resonates with him… what his thought patterns are… what his hopes, desires, and dreams are… what his most vexing problems and concerns are.

Empathy is about knowing and understanding your prospect, and using the power of words to make a genuine connection. Let’s think about this for minute: in order to know your prospect, you must first make a choice…

Choose Who You Will Serve

You cannot be all things to all people. You must choose who you wish to serve. Choose an ideal client you’d like to work with.

Who do you enjoy working with most? Who is the most profitable? Who is the most in need? Who is the easiest to reach? These are questions you should ask yourself to discover your ideal client. After all, if you have a type of client you really enjoy working with, doesn’t it make sense to attract more just like them?

As a copywriter, I could potentially work with any and all types of businesses. But I choose to work with conscious business owners not for the profit (there are much more lucrative niches), but because I want to work with clients I can call my friends.

Once you begin to get clear on the kind of prospect you want to attract, enter your prospect’s world. Discover all you can about her: Who is she? What does she do? What is her most vexing problems? How does she view herself? What is she most interested in? What are her hopes and dreams?

Each little morsel of information has the potential to give you some valuable insights into your prospect, which will help you create a compelling message focused on her.

As you’re learning about your ideal prospect, create an “Ideal Client Profile”. Include as much information as you can—enough to create a 3-dimensional character who typifies your ideal client.

Create a Focused Message

Once you have a clear idea of who you’re writing to, you can now begin to create your message. (Remember: it is not about you… it is about your prospect.) As you write, imagine your ideal client as a real, live person sitting directly across from you. Give her a name if it helps spark your imagination.

This will cause you to naturally write in a more intimate, down-to-earth tone. Keep in mind you’re writing to individuals, not a “target market”. Write in first person (“I” or “we”, preferably “I”) to second person singular (“you”).

Always focus on your prospect. You’re not writing to or for anyone else. It is a universal principle that some will accept you while others reject you. Don’t worry about the rejects. Just write your message for your prospect.

As a conscious copywriter, I’m sure there are those hardcore bottom-line oriented business owners who land on my website and say, “Geez, I wonder who this starry-eyed fruitcake is… Oh, he’s from California. Figures!”

But my message isn’t for them. It is for conscious business owners who resonate with what I have to say.

Obviously, there are many particulars about writing copy that I can’t share in a single blog post. But what I’ve shared here represents a solid foundation.

The reality is, most problems I see with marketing are much more fundamental than just needing a good edit. If the foundation isn’t right, it doesn’t matter how beautiful the building is, it will still crumble and fall. But if you follow the advice in this article, you will be well on your way to creating a magnetic client-attracting marketing message.

Aaron StanleyAs the creator of “Conscious Copy,” Joshua Aaron Stanley applies the principles of Empathy, Integrity & Authenticity to create marketing messages and sales letters that persuade and inspire. His copy has produced breakthrough results for his clients while activating or increasing their stream of abundance. Through courses and training programs, he shows enlightened entrepreneurs how to apply fundamental spiritual principles to the practical art of copywriting so they can market their business with a clean conscience while attracting just the kind of prospects they want to work with. Website Conscious Copy Facebook Twitter (@consciouscopy)

This post is about.: Business, Conscious Copy, Empathy, Jesus the Marketer, marketing, Spiritual Marketing, Spiritual Marketing Awareness, Spiritus

Posted by spiritus on October 29th, 2010 filed in Spiritual Marketing Awareness Month