How to Talk to Your Ideal Client
When I first started LFP Editorial Studio, I spent far too long trying to sound ‘professional.’ My website copy was neat, proper, but completely lifeless. I was so focused on saying the right thing that I forgot to say it in my own voice.
As I’m a writer as well as an editor, I know how it feels when the words don’t quite sound like you; when something’s missing - tone, warmth, rhythm - and you’re not sure how to fix it. Over time, I realised that the most compelling copy doesn’t try to impress. It simply connects.
This is something I see all the time: you sit down to write your homepage, a post, a brochure, and suddenly, your tone changes. Out comes the ‘business voice.’ You talk about “delivering solutions,” being “committed to excellence,” or “providing a tailored service.” It’s all very good, but it’s not you. It’s not the voice your ideal client is listening for.
In this post, I’ll help you find your way back to that voice. The one that sounds like you - just more focused, more confident, and clearer about who you’re really speaking to.
The Problem With Trying to Sound ‘Professional’
We’ve all done it. You open your website editor or a blank social media post, and suddenly your tone changes.
What comes out isn’t how you talk; it’s how you think you’re supposed to talk.
You become “We at Company Ltd.”
You say you’re “committed to excellence.”
You refer to your offer as a “solution.”
You might even describe yourself as “results-driven.”
And suddenly… your real voice - the one your ideal clients might actually connect with - is nowhere to be found.
Trying to sound professional but ending up stuck? Business writing doesn’t have to feel like this.
Who Is Your Ideal Client, Anyway?
It’s not everyone.
It’s not “anyone who needs X.”
Your ideal client is the one who gets what you do - and needs it. Someone who’d say,
“Oh, thank goodness. This is exactly what I’ve been looking for!”
Talking to them means understanding:
what they value most (speed? attention to detail? plain-English explanations?)
what they worry about (wasting time? wasting money? looking unprofessional?)
what words they use (not just the ones you’d use)
Speak to them, Not At Them
The most effective messaging doesn’t perform. It connects. Instead of writing to sound clever or impressive, try writing like:
a human who knows your stuff,
who understands their needs,
and who’s here to help.
This absolutely does not mean dumbing down your language; it means tuning in to theirs.
You Don’t Need to Be Loud - Just Clear
Good copy doesn’t shout. It resonates. It gently says:
“I see what you need. I understand where you’re stuck. Here’s how I can help.”
Whether you’re writing a homepage or an Instagram caption, your goal is the same:
Create a moment of recognition so the right client leans in.
When the right client leans in, they’re already listening. Make sure your words are ready to meet them.
Need a Hand Getting There?
If your copy doesn’t quite sound like you…
If you’re not sure your message is landing…
If you feel like you’re writing around what you really want to say…
I can help.
I work with businesses, consultants, and creatives who want copy that is:
clear, not corporate
warm, not waffly
and tailored to their voice and their ideal client
Let’s work together to make your copy sound like you - at your best.
