I'm reaching a book called Copywriting Secrets. In that book, there's a chapter where you have to define a F.R.E.D, which basically means your ideal customer.
But in the web design industry, I can help anyone I want. For example, I can setup online shops for retail stores, building lead gen website for construction companies, build brochure websites for lawyers, and so on.
So, when writing copy for my website or public profiles, how should I approach this? Do I use common problems that they all share and focus on that?
I think you missed the point of the book.
Can you really help anyone you want?
I mean, say I've got a 15,000 sku site. I need full logistics integration, real-time shipping quotes, and high level analytics & affiliate tracking. I'd like my website to print pic tickets. Plus I'll definitely want to keep my inventory tracking for my Amazon & eBay listings synchronized with my website inventory.
With little to no experience in this field, can you really help someone like me?
If so, then what's your rate?
If not, then decide right now to stop saying you can help "everyone".
Also one thing you may not realize is that the construction company, the lawyer, and so on all want lead generating websites.
Almost nobody "wants" a brochure site.
My strategy is to sell to everyone right now, then niche down to the audience that I enjoy working with once I'm able to identify them.
Is this the right approach?
What is the problem you are trying to solve? A website that converts more leads?
Then talk about the things that you do in a website that helps people convert more leads, and find more people who have that problem.
Until you really know what you're doing, do yourself a favor and stay away from large e-commerce sites. Migration can be a beast.
Alternatively, if you're really attracted to e-commerce, then become a Shopify expert, and don't worry about doing brochure sites or lead generation sites.
Oh, and one more thing. You don't need to build yourself a website in order to sell websites. Don't get too hung up on it.
My company's first website was a blank red page with the logo in the middle. I'm not sure it even had a phone number (maybe it did). My company's second website was a horribly keyword stuffed wall of text with a lot of columns of bulleted lists. It said the words "website design" at least 50 times (not exaggerating). My company's current website has an animal sticking its tongue out at you (for no reason, my partner just thinks it's funny.)
In 11 years of selling websites, only three people have ever commented on these things. Two of them were married to website designers. Both of them became clients. Go figure...
Don't overthink your website.
Focus on solving other people's problems and you'll be fine.
Hope that helps.