Lex DeVille
Sweeping Shadows From Dreams
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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?
You can help anyone in any industry whether you do web design, copywriting, or something else. The book is telling you to identify an ideal customer. To do that requires choosing a niche. To open one door, you close another. Be decisive. Make a choice and then be the specialist for those people.
Even though you think you can help anyone as a web designer, you can't. Given the choice, a company will choose a specialist in their industry over a generalist even if the generalist is just as good as the specialist. The difference is found in the subliminal credibility afforded for relevancy.
I need heart surgery. I can choose a great general surgeon or a great heart surgeon. Who do I choose? Who would you choose?