Who should pay attention to you?

Where & When to Include an Ideal Audience Breakdown in Your Marketing

You know you need to define your ideal client before you can successfully market your next big idea. 

But did you know that defining your ideal client is not an entirely internal exercise?

What if I told you all the work you’ve done to get clear on who you serve can also be used as a reference for persuasive copywriting in your marketing materials? 

I call it “That’s Me!” writing. It’s a marketing maneuver that lays out the desires, pain points, motivations and fears of your ideal client in the clearest terms possible — right there on the page — so they feel heard, understood and more confident in their decision to hire you.

  • When you’ve done the hard work of narrowing your niche…
  • When you’ve already spent time understanding your ideal client’s passions, challenges and anxieties…
  • When you have something to sell and you’re ready to share it with your dream clients…

That’s when you’re ready to use this marketing maneuver!

See what I did there? 😉

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Here are 4 places in your marketing you might inject some “That’s Me!” language:

On your website:

Including “That’s Me!” language on your home page is a great way to quickly relate to new users who have just discovered you for the first time. This is literally the first thing on my homepage under our designed logo: 

We don’t launch right into my credentials or even what services my team provides—we make sure you know we understand your struggle. This writing hooks the user who identifies with these points. It’s like looking them directly in the eye, and saying: “I see you. I understand. Trust me.”

You should also use this language on any web page where you want to prompt a transaction. That means email sign-up forms and opt-in pages, pages that describe your services and offer the first step to hiring you, and sales pages for digital products, courses or programs.

In your freebies / opt-ins:

Including an introduction on a freebie might seem like overkill, but assuring your new lead that you see and understand them means they’re more likely to stick around to do the work in your free download. When you point out where someone is now, and your offer shows them where they can go, it will motivate them to put in the work to evolve. This is the second section of our Marketing Starter Kit workbook. It lists the common challenges I hear from marketers at this stage in their entrepreneurial journey, and it tells them to relax… together, we got this! 👇

In your social media bios:

You might not have a ton of space to do this due to restrictions on character count, but if you can sprinkle some “That’s Me!” buzzwords in your Facebook about section, Instagram bio, LinkedIn intro, YouTube channel description and more, you’re going to attract more follows and connections. Take a look at how my lead-in to my link in bio gives a hint for who should click: 

In your cross-promotion swipe copy:

This is a really useful space to include “That’s Me!” copy, and one that many, many folks overlook! How many times are you going to ask friends, family, colleagues and clients to help you promote something you’re doing? Many, many times. (We don’t build our businesses alone! Ask for help when you need it!!) Incorporating writing that demonstrates your understanding of your ideal client or participant in the sample text or prompts you provide those who are generous enough to share FOR you does two things:

  1. It establishes for the sharer that they do indeed know people who need what you’re offering
  2. It helps their audience self-select into the offer and also allows those not aligned to opt-out

Later this week, I’m hosting a virtual booth on marketing at an online summit for purpose-driven leaders who identify as female. Tide Risers, the organization holding the summit, offered some promotional copy for speakers and participants to share. In their sample writing, they included some “That’s Me!” language: 


 The Summit is for you if:

  • You are already a Tide Risers member;
  • You are not yet a Tide Risers member but are interested in what it would feel like to be part of a great community of women working together to up-level themselves professionally and personally;  or
  • You are looking to learn from experts and build specific skills to make you effective during turbulent times, fortify yourself with resilience and grit, and help you to uncover opportunities even amidst difficult situations.

Now, I can share this with the right-fit people AND make sure they know they’re the right-fit people! 

Including an audience breakdown or “That’s Me!” language in your marketing will help ground your work in greater purpose.

It encourages confidence in your abilities to help your ideal client achieve their goals. It provides an instant sense of connection. 

What are you waiting for?? Take that audience research you’ve already completed, and apply it to your writing! 


If you don’t know who your ideal client, customer or audience member is, chances are you’re wasting every minute you spend on social media, emails and more.

That’s why we created a worksheet to help you better understand and locate your ideal audience for every service or product or event you have. Totally free to use again and again!

    I strategize, consult and manage digital marketing and communications for small businesses and creative entrepreneurs. I’m based in Brooklyn, because I have a thing for exposed brick, cozy, local coffee shops and the can’t stop, won’t stop energy of New York.

    Because I work with small companies, I get the chance to really know my clients – what makes them tick and how and why they should stand out in a crowded marketplace. A lot of my clients have a smaller staff, a limited budget and are already stretched thin for time. This leads us to tailor marketing strategies and solutions to each company’s unique needs and actual capacity.

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