Another day, another dollar.

I know just how that feels!

At least it beats another day, which was just… another day.

But so little consolation, and so little hope.

In fact, it’s doing your head in! And it hurts like crazy!

But relief is only just around the corner, isn’t it?

After all, you’ve told countless people that things will soon change for the better.

And, did they?

So, what happened?

And, what are you going to do about it?

You can do nothing, and go broke. Or you can go for broke, and do something better.

You can do nothing, and go broke. Or you can go for broke, and do something better. Click To Tweet

Focus On Clarity

What my experience has taught me is this: You’re not alone. I know you’re not the first, and I fear you’re not the last. I also know that TODAY, you can take a HUGE step toward turning things around.

TODAY, you can take a HUGE step toward turning things around. Click To Tweet

It was so helpful to take time out recently to focus on my own clarity. And it’s working!

What about you?

Your own clarity is being clear about how you help specific people to solve specific problems.

Clarity is being clear about how you help SPECIFIC people to solve SPECIFIC problems. Click To Tweet

For example, I’m very clear that I help business people to win better clients with quality targeted content and clean, simple websites. So this objective is at the core of my framework upon which to build.

Are you stuck for ideas when writing new posts? What is your framework upon which to build?

Are you stuck for ideas when writing new posts? What is your framework upon which to build? Click To Tweet

In other words, what is the underlying theme or purpose of your whole website or blog?

When you’re clear about that, you can lay a clear foundation for quality targeted content that wins better clients.

Let’s Get Clear

Let’s get clear and see how this works for you by creating a mind map or brainstorm. A mind map is a natural way of organising ideas, reflecting how the mind really works. When we visualise ideas in their context, we can analyse and work with them more efficiently.

For the purpose of this example, we will use this post’s theme, or purpose, to help you “Win Better Clients“.

Take a sheet of plain paper, and preferably some coloured pens or pencils.

In the center, write the phrase that states your blog’s overall purpose, e.g. “win better clients”.

Identify and Locate Your Target Audience

Your next step is to identify and locate your target audience, that is, your potential clients. The fact is, if you want better clients to find you, you need to find them first.

If you want better clients to find YOU, you need to find THEM first. Click To Tweet

Is that really possible?

Yes! The good news is that you will find them by asking six questions that you learned years ago. In the words of Rudyard Kipling:

“I keep six honest serving-men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.”

I’m sure you know those guys from birth before you knew their names. They helped you grow through all that mirth, and laughter, fun, and games.

Anyway, before I get too carried away… I think you get the point! Consider your target audience, and always put those people first.

Why?

Because this will help you to write or outsource the writing of quality targeted content. This will help you to use the right words, in the right way, at the right time etc. This will help you reach the hearts of your target audience and win better clients.

Tip: It is often recommended that we create a named persona to really focus on our target audience. So we’ll call her “Sarah”.

As we’ll soon see, your answers to those questions will identify exactly what Sarah really cares about.

So add those questions to your mind map, like this:

Questions

Now, we’ll answer these questions one-by-one.

What?

What are Sarah’s potential better clients like?

Sarah’s potential better clients are:

  • Loyal
    • Repeat Business
    • Referrals
    • Friendship
  • Appreciative
    • Values Products
    • Values Services
    • Testimonials
  • Reasonable
    • Pays Promptly
    • Lets you Decide
    • Patient

Write these down, so your mind map looks like this:

What?

For the purpose of this illustration, I have used patterns of 3 points. However, your own example may require more. Note them all down.

There’s more that we can do with this section, but that’s for you to do later. For now, we’ll move to the next question.

Why?

Why does Sarah want better clients?

The best clients help Sarah to improve in so many ways. Here are some ideas for you.

  • Progress
    • Experience
    • Knowledge
    • Wisdom
  • Income
    • Amount
    • Regularity
    • Return on Investment
  • Relationships
    • Stability
    • Interaction
    • Networking

Make a note of these on your mind map. It should now look something like this.

Why?

Now, we’ll answer the next question:

When?

When can Sarah get these new clients?

  • Now
    • Out of Money
    • Rising Debts
    • Need to Save
  • New Year
    • Fresh Start
    • New Start-ups
    • Contracts End
  • Summer
    • Exams Over
    • Inspiration
    • Energy

This is how the mind map should look now. Looking good!

When?

How?

How will Sarah attract those better clients?

  • Content
    • Blog Posts
    • Video
    • Audio
  • Advertising
    • Printed Press
    • Adwords / Adsense
    • Radio / TV
  • Word of Mouth
    • Friends
    • Family
    • Clients

Not long to go!

How?

Where?

Where will Sarah find those better clients?

She will find them via:

  • Social Media
    • Facebook
    • Pinterest
    • Instagram
  • Business Networks
    • LinkedIn
    • Forums
    • Events
  • Referrals
    • Clients
    • Friends
    • Family

Almost there!

Where?

Who?

Who are Sarah’s potential better clients?

  • Start-Ups
    • Young Entrepreneurs
    • Retirees
    • Home Businesses
  • Job Hunters
    • School Leavers
    • Post-Graduates
    • Lay-Offs
  • Coaches
    • Business
    • Life
    • Sports

Your mind map should now look something like this:

Who?

Note: depending on the niche of your blog some questions may be more relevant than others. And some may not be relevant at all.

Quality Targeted Content

Did you begin to think of new ideas for your strategy as you saw your mind map develop?

I hope so. You can now see several issues that affect Sarah’s quest to win better clients.

With that information available in the right context, she is now in a better position to reach her desired audience with quality targeted content.

What does that involve?

For example, Sarah now knows:

  • What her better clients are like
  • Why she needs better clients
  • When she can win better clients
  • How she can reach better clients
  • Where she can find better clients
  • Who her better clients are

Now that Sarah has a strong foundation upon which to build, she can focus her content marketing strategy accordingly. As her knowledge and experience will grow, so will her mind map. In turn, so will her fresh ideas for quality targeted content.

What Do You Think?

Have you done something like this before? If so, how did it go?

How will the model that I provided for Sarah work for your business?

Please leave a comment below to let us know. And if you think others can benefit from this, please share this post with them and to your networks.

And as always, thank you!

I'm Nathan Ambrose; website solutions consultant to UK coaches, consultants, and contractors. I build custom service-based websites to attract your best clients.

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20 Comments

  1. Clement Lim

    Hi Nathan

    Marketing needs a well thought-out strategy to succeed. I like your mind-map example. It’s a great way to plan your strategy.

    As you say, quality targeted content is the best way to reach your audience. It must address their needs, and do it well. In my view, quality is more important than quantity. I truly believe you can generate more leads with 10 high quality blog posts than 40 low quality ones.

    Clement

    Reply
    • Nathan Ambrose

      Hi, Clement.

      Thanks for stopping by.

      Interesting timing. This is one of my favourite posts, and I’m currently putting a plan together to write an update of it. In fact, I am using the method that I described in order to do this.

      I really appreciate your comment. Thanks again.

      Nathan.

      Reply
  2. Kim George

    Hey there Nathan! Wowza what a well put together and informative blog post. I love the mind map approach that you used to demonstrate just how important it is to write specifically with a targeted reader in mind.

    I am in the process of retraining myself to write specifically with a targeted person in mind, ie., creating persona’s as I write.

    Thanks to Don Purdum’s coaching, I am getting a lot better at it.

    Again, great post!

    Reply
    • Nathan Ambrose

      Hi, Kim.

      I’m pleased that you liked the mind maps. I always find them to be very practical for all sorts of things.

      No doubt, you will do very well with Don’s coaching and experience. I’ll check out your blog later.

      Thanks for your visit and comment.

      Nathan.

      Reply
  3. Bryan Haines

    Love the mind map approach for creating targeted content. Without clear direction, we often end up creating content for ourselves – instead of for our readers and prospects.

    Sharing the image/post right now!

    Reply
    • Nathan Ambrose

      Thanks, Brian.

      Mind maps really help me a lot when it come to maintaining focus on a theme for presentation.

      Thanks for sharing,

      Nathan.

      Reply
  4. Theodore Nwangene

    This is really awesome Nathan,
    One of the best posts I’ve read this year. Nothing beats figuring our your How, Why, Who, When and Where. Its really such important questions whose answers should not be ignored.

    The moment you’ve gotten answers to this questions, every other thing will become dramatically easy for you.

    Thanks for sharing

    Reply
    • Nathan Ambrose

      Hi, Theodore.

      I’m pleased that you liked it. Yes, answering as many questions as possible is the key.

      That’s my latest post so far.I’ve been so busy catching up with more important things. But I’ll soon be back in action at my newly rebuilt main blog at http://www.nathanambrose.com.

      Thanks for reading and commenting.

      Nathan.

      Reply
  5. Naomi Dinsmore

    Hi Nathan,

    It’s my first visit. What a lovely blog!

    I absolutely love mind maps and recommend them where I can. It’s amazing how such a small and simple task can really make a difference.

    Thanks

    Naomi

    Reply
    • Nathan Ambrose

      Hi, Naomi.

      Thanks for stopping by.

      I use mind maps a lot and also recommend them. It’s such a natural task, and simple really is the best.

      Thanks for your comment.

      Nathan.

      Reply
  6. Ovais Mirza

    Hi Nathan,

    Sure it is the unique and creative content that attracts the readers and get them engaged with your content. If you repeat the same content again and again, readers will bore and ultimately didn’t read your blog further. We have to make efforts to bring new visitors and also keep your old visitors as well and this is possible only when we do write good, quality and highly targeted content.

    Regards,
    Ovais Mirza

    Reply
    • Nathan Ambrose

      Hi, Ovais.

      It’s true that our content should be unique. So often, I see posts that are no different to several other posts within a certain niche.

      Re-establishing our targets is essential for creating quality targeted content.

      Thanks for sharing your comment.

      Nathan.

      Reply
  7. Nathan Ambrose

    Hi, Carol.

    Thanks for your comment.

    I use mind maps all the time, but it’s the first time that I used one for something like this. They certainly do help a lot with visualising then retaining data.

    This one certainly helped with my clarity, both for myself and for the post.

    Thanks for your comment and share.

    Nathan.

    Reply
  8. Carol Amato

    Hi, Nathan,

    What an excellent post, I couldn’t agree more! 🙂 Nice site (and graphic) really cool. I most definitely enjoy mind maps, as I am a visual learner and can retain the information much better this way.

    Yes, clarity is the first thing we need to take care of. Understanding who we serve and what we offer them is critically important before moving forward. I agree completely with what you shared here today. Thanks so much.

    Will come back to fully digest everything so in bookmarking…

    Have a lovely weekend, and I’ll be talking with you soon.

    ˜Carol

    Reply
  9. Freddy Gandarilla

    Hi Nathan!

    What an epic post man! … very valuable for sure!

    I agree with you. You must understand your audience, and then provide them with the best quality content possible.

    It is a very smart idea to ask questions. Asking the right questions, while working on your business, and thinking about your clients and audience, can make a big difference in your outcomes.

    You shared a lot of great tips man. I loved the example you gave.

    Keep up the great work!

    Have a great weekend!

    Cheers! 😀

    Reply
    • Nathan Ambrose

      Hi, Freddy.

      Thanks for your kind words.

      It certainly makes a difference when we ask these questions. It’s good to step away from things and look with fresh eyes at our objectives. It’s amazing how many lightbulb moments I get when I do this.

      Thanks for stopping by to comment.

      Nathan.

      Reply
  10. Andrew M. Warner

    Hey Nathan,

    Pretty good mind-mapping here. And the thing that you created an avatar is key. It goes to show that something like that is needed for any business. You need to have your target audience in mind and cater whatever your offer or anything is to them. That’s how you’ll be most effective.

    Great post.

    – Andrew

    Reply
    • Nathan Ambrose

      Hi, Andrew.

      I use mind maps all the time for both verbal and written presentations, and they’re so helpful.

      Although I’ve heard and read so much about having a specific person in mind, it’s the first time that I’ve utilised it in this way. It’s interesting that I found it helped me a lot as I was writing about her.

      Thanks for your comment and share.

      Nathan.

      Reply
  11. Lisa

    I do like a good mind map/brainstorm session. I’m smack bang in the middle of refreshing one of my blogs this year so I’ll be putting this tool to good use. I used one when I first began my blog but I’ll re-do it as I’ve changed direction somewhat and need to make sure I’m meeting my intended readers needs. Thanks for sharing!

    Reply
    • Nathan Ambrose

      Hi, Lisa.

      I also had to re-assess the direction that I was taking, and mind maps helped a lot. I use them all the time for every type of presentation and seeing everything in one place really suits multitaskers like me.

      I hope all works out for you with your blog. Thanks for commenting.

      Nathan.

      Reply

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