You don’t need to be a good copywriter or great marketer to write social media posts that bring clients to your business.

Or to create a website that brings lots of clients who can’t get enough of what you do.

Or to write emails that turn subscribers into clients, into buyers.

The secret is to really care about your clients, the people you want to serve (sell to, do business with).


It’s not just about knowing your target market, it’s about understanding the people you want to do business with as human beings, empathising with their point of view, letting them know that you honestly care.

Sure there are copywriting and marketing tips and tricks that help and make a difference – things like dual-path readership to keep the skimmers and the readers happy, good design of the copy (so that it’s easy to read and not an overwhelming wall of text).

But none of these are worth much at all on their own if you don’t connect and resonate with people.


What really makes the difference is your ability to empathise with your audience from THEIR point of view (NOT yours), to connect with them on a far deeper level, more quickly and in a way that matters to them.

When was the last time:

– that you made the effort to really put yourself in your clients’ shoes?

– to sit and imagine what it is like to be them?

– to see the world, and your business, what you do, from THEIR point of view?

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