The document highlights the importance of finding a distinctive voice for a website to avoid being boring and to attract clients. It profiles 'Solo Sandra', a reluctant entrepreneur with specific challenges and values, emphasizing the need for personalized communication to engage her effectively. Recommendations include writing conversationally, using relatable language, and curating content that aligns with her needs for easier solutions and strong advice.

1. FINDING A VOICE FOR YOUR WEBSITE
Don’t be boring, be more human, get more
clients!

2. WHY?
2

3. 3
THE WORLD ALREADY HAS ENOUGH
BORING WEBSITES

4. BETTER LOOKING, BUT STILL BORING…
4

5. THERE ARE A MILLION WRITING BLOGS
5

6. …BUT THERE’S ONLY ONE
6

7. OVER 161 MILLION EMAIL SERVICE
PROVIDERS…
7

8. …& ONLY ONE
8

9. YOUR VOICE SEPARATES YOU
FROM THE CROWD
9

10. 10
IF THESE ARE YOUR IDEAL CLIENTS…

11. IF YOUR IDEAL CLIENT LOOKS LIKE
THIS…
11

12. OR MORE REALISTICALLY LIKE THIS…
12

13. HOW?
13

14. WRITE TO ONE PERSON…
• Write TO someone
• Trust that someone is like
everyone.
• Make your responses more
personal
14

15. SOLO SANDRA
ABOUT
Sandra is in her forties. She got laid off and looked for work, but couldn't find one. She
would probably take a job if she found one. She works from home and not making as
much as she did in corporate. "
"
BUSINESS
She's a reluctant solo entrepreneur. She developed expertise in her corporate career
like finance/accounting/HR/etc and sells those services. She doesn't put a lot of time
and effort into her processes because she's in the mindset that this is temporary. She's
reactive vs. proactive."
"
A DAY IN THE LIFE
She does a lot of email, phone calls and networking. After the work day is over, she
gets dinner ready for her kids. She never really "turns off" work, and will work through
out the day/night and weekend."
"
PAIN POINTS
She never has enough work, but she's working all the time. She runs from crisis to
crisis. She feels powerless and feels worried a lot of the time."
"
VALUES / GOALS
Sandra wants to be more financially secure. She wants to feel like she has it figured
out. "
"
INFO HUBS
Sandra is on LinkedIn and checks out the articles that show up on her feed. She's apart
of the Chamber of Commerce industry groups. She’s involved in other groups."
"
WHAT SHE’S LOOKING FOR
Sandra needs advice. She wants things to be easier. She's attracted to easy/quick tips
and tricks. She's very money conscious and prefers to be spoon-fed information."
"
COMMON OBJECTIONS
Sandra is not sure that EnMast will work for her. She thinks it will be a lot of work which
scares her off a bit. In order for her to buy, she needs to have someone/something
make her feel bad about the situation she's in and that she can have greener grass.
OVERALL:
"Sandra is not likely to buy. She's not our ideal target.
She would be valuable in spreading EnMast's
content to others. (Promoter)"

16. WHAT WOULD SANDRA LIKE?
• Write like I’m talking to
her.
• Use words you would
actually say!
• Show personality.
• DON’T try to appeal to
everyone.
16

17. 17

18. WHAT: CONTENT OUTLINE
• Some portion of content
should adhere to a theme
(not all)
• Outline a book, chapters
could be months
• Makes content more re-
usable

19. OTHER ISSUES
• You can still news jack, just keep the theme going
• Site voice is not the same as your voice
– You can have a different voice when guest posting