Write What They're Thinking: How to Write Blogs that Attract Your Ideal Client
- Birit Trematore
- 7 days ago
- 4 min read
Let’s be honest – there’s no shortage of advice out there about what to blog about. But if you’ve ever written a well-researched, technically perfect blog post only to hear... silence... you know how frustrating (and quiet!) that is.
The problem isn’t the writing.
The problem is what you’re writing about.
In the world of high-trust, high-touch service businesses – from coaching to consulting to design – the content you share needs to reflect more than just knowledge. It needs to mirror the mindset of your ideal client. Their frame of mind. Your blog isn’t just a soapbox. It’s a mirror. A compass. A well-lit path toward working with you.
So let’s talk strategy – real, actionable ways to choose blog topics that draw the right people in and help them see, feel, and trust your expertise.
Start With Real Questions (Not Just Keywords)
Your ideal client is already asking questions – just maybe not on ChatGPT or Google.
They’re saying things in therapy sessions, coaching calls, or casual conversations:
“I feel stuck, but I don’t know where to start.”
“I’ve been managing my books in spreadsheets for years, but now it feels too disorganized to keep up.”
“Why do I keep making the same mistakes with money/relationships/my team?”
Use those exact words. That language – raw and real – is your starting point.
Example: A therapist who specializes in high-performing professionals might notice a trend in clients saying, "I can’t switch off." That’s not just a topic – it’s a headline. It’s a whole article.
Zoom In, Then Zoom Out
Don’t try to solve the whole problem in one post. Your blog post does not have to be a thesis. Instead, zoom in on one specific scenario your client might be facing.
Let’s say you’re a real estate agent. Writing a generic post about "how to buy your first home" is forgettable. Writing about "how to navigate home buying when you’re relocating for a new job and don’t know the city"? That’s gold. It speaks to a moment of stress and transition – when people need a guide.
Now zoom out. Once you have one specific topic, consider how it ties into a larger theme you can explore across multiple posts. Think of it like a mini-series. It builds familiarity and trust over time.
Talk to the One, Not the Many
If you’re trying to write for everyone, you’re writing for no one. Sorry, that's cliché, but it's the truth. Instead, pick one dream client. The one who pays on time, respects your process, and tells their friends about you.
Write for them.
A music producer, for example, might write a blog post called: “What to Do When Your Team Wants to Commercialize Your Sound.” That’s not for every indie artist. But for the right one, it hits like a tuning fork.
Tell the Truth – Even When It’s Uncomfortable
Too many service-based sites play it safe. But in a saturated market, safe sounds like static.
Don’t be afraid to say what others won’t.
“Here’s why your DIY bookkeeping is holding your business back.”
“The hard truth about managing your own inbox, calendar, and social content as a solopreneur.”
“When coaching becomes a crutch.”
People respect honesty. It builds trust before the first consult.
Case in point: A concierge medical practice could post, “Why Your Annual Physical Isn’t Enough Anymore.” A bit bold? Maybe. But for someone who’s looking for a different standard of care, it resonates.
Use Case Studies Without Sounding Braggy
Blog readers aren’t just curious about your expertise. They want proof that it works. Case studies are a great way to show that – just don’t make them sound like testimonials.
Try this structure:
The challenge they were facing
What most people would’ve done
What you did differently
Why it worked
Example: An interior designer could write, “How We Reimagined a 900-Square-Foot Condo for a Client Who Hated Minimalism.” It’s about the client, not just the outcome.
Watch for What Resonates (Then Do It Again)
Pay attention to which posts get clicks, comments, or direct mentions in consults.
If people keep referencing that article you wrote six months ago about "how to stop being the bottleneck in your business," it’s not luck. It struck a nerve.
Go deeper.
Turn it into a series.
Record a video version.
Make a checklist.
Tie it to a service you offer.
You’re not repeating yourself. You’re reinforcing relevance.
Speak to the Emotion Under the Problem
Logic makes people think. Emotion makes them act.
Instead of writing, “5 Tips for Organizing Your Schedule,” say what it really means: “How to Feel Less Like a Prisoner of Your Own Calendar.”
What’s the deeper transformation? What are they really craving?
Clarity?
Confidence?
Relief?
Control?
Speak to that.
Format Like a Reader, Not a Writer
Online readers skim. They scroll. They check their email halfway through your first paragraph.
So make it easy to stay engaged:
Use short paragraphs and headers
Mix bullets and quotes
Include stories and one-liners
And, in my opinion, use grammar rules loosely. I'd rather read a post that reads like someone is actually speaking to me – not like an essay.
A beautifully written post that’s a wall of text? Won’t get read.
Break it up. Invite them in.
Still Stuck? Try These Topic Starters
Here are a few prompts to help get your ideas flowing:
What’s a common misconception in your field?
What do new clients always say during the first meeting?
What mistake do you see people make over and over again?
What question do you wish more people asked?
What changed for you that you now help others with?
Ready to Stand Out With the Right Blog Topics?
Writing blogs that attract your ideal client isn’t about trends. It’s about listening, noticing patterns, and being brave enough to say something real.
If you're feeling unsure or just want another set of eyes on your content plan, I'm here to help. I work with coaches, designers, therapists, and other experts who are ready to create blogs that actually bring in the right clients.
Want help brainstorming your next 20 posts? Let’s talk.
Did you start a blog (well maybe a post or two) ages ago? Here's a guide to resurrecting it and getting it to get to work for you: "Restart Your Old Blog: How to Bring It Back to Life (and Why It Matters)"