Write Marketing Messages that Knock Your Ideal Client Right Between the Eyes

Do you know how to write marketing messages that knock your ideal client right between the eyes?

It is an absolute necessity when writing marketing messages, to speak in our customer’s language. Open up any Marketing 101 textbook, and you’ll see this inside – you have to speak in your ideal client’s language in order to capture their attention.

And you do want to capture your idea client’s attention, right?

Actually you want to do more than capture their attention. When they read your website, you want your ideal prospect to say “WHOAH – that just read my mind!!”.

Here’s a tool I teach in the Pillars of Genius™ Program I call “Movie Scene Voice Over” that my clients love, because it helps them focus on digging in and creating marketing messages that “read their ideal client’s mind”. Ok, here it is:

Movie Scene Voice Over™

movie-250Who doesn’t love a good movie? Especially when we can really get inside a character’s thoughts. Often, directors will use a “voice over” so we can get inside the character’s mind. You know, that moment when the character is thinking their innermost thoughts, and as the audience, we get to hear their thoughts through the “voice over” of the inner narrative.

Imagine if you could get inside your ideal client’s inner narrative and write your marketing messages from that place. You can – with a little focus and imagination.

Step 1: Imagine you are sitting in a movie theatre. In the movie scene you are watching, your ideal prospect is sitting there – by themselves – deeply contemplating the problem they have, the problem that YOU uniquely solve. They aren’t talking out loud to anyone. They are just sitting there alone, with all the thoughts about their problem (the one you solve with your unique genius!) running through their head.

Step 2: As you imagine yourself sitting in that movie theatre, munching your popcorn, eyes glued to the screen, what is the “voice over” of the inner narrative that are you hearing from that ideal prospect? Remember, you are listening to their inner narrative being boomed out into the theatre in Dolby Sound. What are you hearing? What is in that script? Write it down. Put as much as you can down on paper – let that client’s inner narrative of all the thoughts about their problem, flow out of you on to the page.

Step 3: Look at what you’ve written (don’t be surprised if it’s 2 to 3 pages long). In that written content – that stream of consciousness – there will be key pieces, words and phrases, you can pull out and use as your marketing copy.

Step 4: Use those phrases in your marketing copy. Consider weaving it into your home page by beginning with: “Do you ever wish (insert key client narrative)?” Weave it into your elevator pitch: “I work with people who want (insert key client narrative)?”

There are an infinite number of ways to use your ideal prospect’s inner narrative. Just go ahead. Start speaking in your ideal prospect’s language.

So what would happen if you used your ideal prospect’s inner narrative as a foundation for your marketing messages? Simple. You’d create marketing messages that knock your ideal prospect right between the eyes and have them say “Whoah! They just read my mind!”. 

And what could happen if you read your ideal clients’ minds? You’d be attracting and serving more of your ideal clients with your unique genius.

Brought to you by Cristi Cooke, creator of the Pillars of Genius™ Method


  1. Yes! The ideal client’s language is ESSENTIAL, although sometimes people think it is about coming up with something clever or fancy. In fact, people don’t want clever or fancy, they just want you to speak THEIR language, and to feel like you are talking only to them! Love the fun spin you have on the topic here. Thanks!

  2. Thanks Danielle, I love finding others who agree with me! (goodness knows we aren’t the majority….yet :). I think Nelson Mandela was the most insightful on this topic when he said “If you speak to a man in a language he understands, that goes to his head. But, if you speak to him in his language, that goes to his heart.” Marketers have *such* a hard time speaking in their own client’s language – I hope this tool (from my love of movies) helps illustrate just one of many ways how.

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