Researching Your Ideal Clients to Find More Like Them

When was the last time you truly listened to your favourite clients—not just what they said, but how they said it?

In the noisy world of online marketing, it's easy to default to what we think we "should" say. But there's a quieter, more powerful strategy hiding in plain sight: client research.

When your marketing mirrors the actual words your clients use, everything starts to click. You feel more authentic. They feel more seen. And connection—real, human connection—becomes the bridge to marketing that actually speaks to the people you want to help.

Tuning in to your clients’ words can simplify your marketing, build trust faster, and help you find more of the people you love to work with.

Why Client Language Matters in Your Marketing

Words carry emotional weight. When a potential client sees their own fears, hopes, or goals reflected in your content, something shifts. They feel recognised. Safe. Understood.

Consider the difference between "presentation coaching" and "Do you feel sick with nerves when you stand up to give a presentation?" One is a category. The other is an experience—one they might know all too well.

Your clients aren’t just buying your service. They’re buying relief, confidence, energy, and clarity. And the best way to communicate those outcomes is to borrow their words.
What You Might Be Missing Without Research

Without intentional research, it’s easy to make assumptions. You might describe your offer in professional or technical terms while your clients are thinking in feelings or frustrations.

When you don’t use their words, your marketing risks sounding generic, flat, or just a bit off. But when you echo their own language, your message resonates.

Real Conversations vs. Surveys: What Gets Better Results

While surveys and polls can be useful, the richest insights often come from real-time conversations.

DMs, emails, and questionnaires can show you what clients think they should say. But in conversation, you catch the unfiltered truth—their metaphors, hesitations, and the phrases they use when they’re not trying to sound polished.

Language = Connection: An Example

During a recent workshop, I asked a group of CAM professionals how they describe their offers. Around 90% responded with some variation of "appointments." Helpful? Maybe. Compelling? No.

"Appointments" don’t carry any emotional weight. But here’s what does: a sleep coach describing the feeling of waking up refreshed and energised. A herbalist helping clients feel confident they won’t need to rush to the loo every five minutes. These phrases reflect lived experience—and they sell.

How to Conduct Client Research (Without Feeling Salesy)

This isn’t about prying or pushing. It’s about being genuinely curious and interested.

Frame these as friendly check-in calls or casual conversations. You’re not trying to sell—you’re listening to understand. Most people love to share their stories when they feel heard. And it’s these stories that are gold for your business.

Recording and Note-Taking Tips

• Ask for permission to record the call so you can stay present in the moment and review it later. You can also ask for permission to transcribe the calls, which will help you capture every word.
• Use a light structure but allow space for the conversation to flow. You want them to do most of the talking.
• Use open questions (those needing a detailed response over a yes or no answer).
• Listen for repeating words or themes—especially emotional language.

Sample Questions to Discover Your Ideal Client’s Language

Here are a few open-ended questions that often unlock powerful insights:

• What are your biggest challenges when it comes to [topic]?
• If that challenge was gone, how would you feel differently?
• What have you tried before, and how did it go?
• What would your ideal support look like?

These prompts open the door to rich, nuanced responses—the kind you can use to guide your messaging.

Turning Research Into Marketing That Connects

Once you’ve gathered your notes, look for patterns. Are there phrases that come up again and again? Do certain emotions repeat?

Use those exact phrases in your headlines, your sales pages, and your social media. Not to manipulate but to reflect what your clients already feel and experience. This shows them you get it.

Identifying Key Phrases for Emotional Resonance

Some phrases I’ve heard time and time again when working as a practitioner:

• “I just want to sleep peacefully and wake up refreshed.”
• “I’m fed up with constantly feeling overwhelmed.”
• “I want to feel calm and in control.”

These aren’t clever marketing slogans. They’re doorways to trust.

Final Thoughts: Build a Business That Speaks Their Language

Marketing doesn’t have to feel pushy. When it’s rooted in empathy and real language, it becomes a conversation. A connection. A reflection of your values and the people you love to serve.
If you want to attract more clients like your favourites, start by listening to them.

Ready to turn your marketing chaos into clarity? Let’s chat. Book a call today and take the first step towards marketing that feels authentic, simple, and effective.