Using Buyer-Centric Language to Attract More Clients
Do a real quick mental audit of your website, your social media posts, and any emails you’ve sent recently, and ask yourself this question:
How many times do you use the word “I” vs. the word “you”?
If your content has a lot of' “I“s, you’re not alone.
But it’s key to remember that first and foremost, the content you publish, post, or send to your ideal audience should always provide value to them.
Yes, you’re doing that by sharing information YOU know, or products YOU create—but consciously or subconsciously, your audience is always going to be asking “what’s in it for me?”
And so you need to make that crystal clear.
Here are two quick ways to adjust your writing to make it more buyer-centric:
✨ Change "I" to "You" ✨
This one is an easy first step because you just need to pivot the focus of your sentences.
First, find a social media post you wrote recently about your offerings that contains the word “I,” and see if you can rewrite it to a sentence that conveys the same thing, but uses “you” instead.
👉 EXAMPLE
Before: I design logos for eco-conscious brands. Take a look at my previous work to get a feel for what I’ve done for other sustainable companies.
After: Are you an eco-conscious brand looking for a logo that embodies your commitment to sustainability? Let’s talk more about a solution that works for your business.
See how that shift made it MUCH more focused on the person reading your post?
The goal is to have your ideal client imagine themselves as they read your content, so they are eventually picturing themselves engaging in your services or buying your products.
✨ Focus on the Transformation ✨
Another way to be more buyer-centric is to focus on the transformation your product/services will create for the client, rather than focusing on the process or features.
👉 EXAMPLE
Before: You’ll get 5 pages of traceable script letters with these worksheets, both in PDF format for printing or JPEG format for using on the iPad.
After: These downloadable worksheets will improve your hand lettering in a trendy script style so you can start landing dream clients.
See what I mean? You want to really paint the picture of the benefits your buyers will receive, and how your product or service will change their life.
☝️ Note: Don’t get me wrong—there’s definitely a place for process-focused content too. It’s great to share a behind the scenes process post, or dive more into what it looks like to work with you after you’ve captured someone’s attention and they want to learn more.
But when you’re trying to attract brand new people or drive conversions (like on your sales pages or product-focused social posts), it’s best to lead with buyer-centric content.
💥 How buyer-centric is your recent content? Try using these strategies to shift the focus and see how your audience responds!