​​Factsheet - Toddsgotapen

​​An example for Todds Got A Pen

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​​1) Who’s your ideal customer?

​​Add some details like title or role, annual revenues, and number of employees- at the least. Some psychographics, too.
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  • ​​Business owners of small to medium sized businesses. Revenues from $200K to $2M. With 1 - 10 employees.
  • ​​Marketing Directors of medium sized businesses. Revenues from $2M to $7M. Employees up to 50 people.
  • ​​All with the kahones to state things on their site clearly, with a human powered voice. Even Mom will understand what expensive problems they solve for people.
  • ​​Willing to spend time on creating their content. If not, I refer them to others. They need to be part of the process to create great content for their site.

​​“To hell with the status-quo. I want to make a mark on the world.”

​​Yeah, that’s what I want my perspective client to ring out loud.
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​​2) What are their biggest pains by not having your service?

​​Write this from the client’s perspective
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  • ​​“We are lacking sales”
  • ​​“Our site lacks ooompf”
  • ​​“It’s not clear how we can help leads and prospects coming to our home page or site”
  • ​​“SEO gets us eyeballs, but they leave as fast as they arrived”
  • ​​“Visitors don’t know what to do next when visiting our home page”
  • ​​“Our site lacks a specific, intended flow for visitors”
  • ​​“We don’t get enough people contacting us after visiting our site”
  • ​​“We ‘fit in’, vs ‘stand out’. We sound like all the rest.”
  • ​​“How much will this cost me? Wish I knew up front.”
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​​3) Why do those pains keep them up at night?

​​Again, write this from the client’s perspective
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  • ​​“I’m nervous we might not stay in business because we do not get enough sales”
  • ​​“I know we’re leaving sales dollars on the table with an ineffective home page”
  • ​​“My boss feels I’m not doing my job well”
  • ​​“Our site is nothing more than a placeholder vs a real selling tool”
  • ​​“Got a great email campaign coming up… but wait, our site content sucks and we’ll soon have all these eyeballs upon it. Oh shit.”
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​​4) How do you want this person to FEEL after reading any new copy of yours?

​​…yet again, from the client’s perspective
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  • ​​“Todd understands my business”
  • ​​“Todd puts it right out there”
  • ​​“Todd cares about me making money and wants me to get an ROI”
  • ​​“Prices seem high… but, it’s worth it if I can make more money than I spend to do this.”
  • ​​“I’m confident in Todd’s writing and business skills to help me get more leads from my website”
  • ​​“I’m excited and relieved to know I found someone to help us earn more money with a human sounding voice”
  • ​​“I feel confident Todd can complete this project on time and quickly”
  • ​​“I know what I’m going to pay before we start the project”

​​5) What do you want this reader to DO after reading this copy?

​​For my home page, 

  • ​​I want them to 1) read about my services, 2) learn what’s like to work together, 3) see some examples, THEN 4) contact me to do business for a selected service.