Rewrite your website for the one client you'd love ten more of.

An inquiry comes in. They want the whole thing by Friday, for half your price.

A client you'd love to work with asks for a discount before you've sent a proposal.

Your best post this month got likes, a few kind comments and no inquiries.

And late one night, you open your homepage and rewrite the headline. Again.

None of this means you're bad at what you do. It means your words are written to everyone.

Read the first line of your homepage. Who is it talking to? For most of us, it's "small businesses," "creative entrepreneurs" or "anyone ready to grow." Nobody reads a line like that and thinks, this is me.

You've tried the usual fixes

The ideal client worksheet. You gave her a name, an age and a favorite coffee. She never changed a word of your copy.

ChatGPT. You asked for a sales page and got something smooth, polished and forgettable. It sounded like everyone else's, because it was built from everyone else's.

Both fail for the same reason. Nobody told them who your buyer really is.

Good work deserves to be found by the people it's for. That starts with knowing who they are.

An avatar is a guess. Your One True Buyer is a real person.

Your One True Buyer already paid you, got a great result, and is exactly the kind of person you'd love ten more of. You can call them this week. Their reasons for buying are real, and so are their words.

Write every page to that one person and two things happen. People like them finally see themselves. And people who were never going to buy stop taking up your time.

Who's teaching

Writing about your own work is harder than doing it. You're too close to it.

I'm Chris Davies. I've spent 25 years on the delivery side of creative work: agency owner, publisher, brand strategist, and director of a gallery in Los Angeles. I write three newsletters a week to about 38,000 subscribers, and I teach branding to creative people.

That's why I built One True Buyer. It puts the hardest part of branding into one short course: knowing exactly who a page is for before you write a word of it.

How it works

1. Find your one buyer. Score the people who've paid you on the Buyer Scorecard. Choose one. No buyers yet? The course shows you three other places to start.

2. Learn their words. Ask eight questions in a 20-minute call. The assistant turns your notes into a one-page profile, in your buyer's own words.

3. Rewrite with the assistant. It rewrites your homepage, sales page, posts and emails for that one person. Then it reads each page as your buyer and shows you where they'd stop. We call that Buyer's Eye.

Three promises come with it. The assistant never invents testimonials, numbers or results. It never puts words in your buyer's mouth. And if the course isn't worth $197 to you within 30 days, you get every dollar back.

What it looks like

A made-up example from the course.

Dana is a brand designer. Her homepage said:

Strategic brand identity design for businesses that want to stand out.

Her One True Buyer is Rachel, a physical therapist who signed the lease on her own clinic after ten years at a big practice. In her interview, Rachel said, "I don't want to look like a chain."

Dana's homepage now says:

You've signed the lease. Now your practice needs to look like the place you've pictured for ten years, and nothing like a chain. I design brands for health and wellness practitioners opening their own doors.

The first could be about anyone. The second is about Rachel, and every practitioner standing where she stood will feel it.

What you get

Most people get stuck in one of six places. Each part of One True Buyer gets you past one of them.

"I don't know who my buyer is." The Buyer Scorecard. Five questions, 0 to 2 points each, and your best buyer stands out.

"I don't know what to ask them." The Buyer Interview. Eight questions, 20 minutes, and the email that asks for the call.

"I'm too close to my own work." The One True Buyer assistant. It sits next to every lesson, builds your profile from your notes, and drafts every page from your buyer's words.

"AI makes me sound like everyone else." The assistant works from your buyer's real words and samples of your writing. It avoids the usual AI phrases and shows you every change, and you have the last word.

"I won't know if it works until it's live." Buyer's Eye. Paste any page and see where your buyer would stop, what they'd doubt and what they'd need before they'd buy.

"I don't have time for a big course." 11 short lessons you can read in one evening, plus 13 worksheets, scripts and outlines.

Three bonuses:

• The Hook Swipe File. Ten ways to open a post, each based on posts that did unusually well on this topic. Every one has an example and a blank for your own words.
• The Story Map. Your profile laid onto the seven parts of Donald Miller's StoryBrand framework, so your homepage and sales page follow your buyer's story. It ends with your five sound bites: the five lines you'll use to introduce your business.
• The Three Asks. Short emails to ask for an interview, a testimonial, and permission to share a before and after.

Copywriters commonly charge $1,500 to $15,000 to write one sales page. One True Buyer costs $197. It helps you rewrite every page you have, then every post after that. If you sell a project, a package or a painting worth more than $197, one more good client covers it.

What it costs to wait

If the words don't change, nothing else will. You get another year of inquiries from people who want it cheaper and faster, and another month of posts that get likes and no messages. Meanwhile the clients you'd love most land on your page, don't see themselves, and hire whoever's page spoke to them first.

After one weekend

Read the lessons in an evening. Do the interview. Then give the assistant a weekend. You'll have:

• A one-page profile of a real buyer, in their own words, with every line marked evidence or guess
• A new top for your homepage: one headline, one line, one button
• A sales page in the order your buyer thinks
• A week of posts and emails written to one person
• A way to check any draft before it goes out

You'll know your buyer by heart, so every page after that gets easier to write. And the clients you'd love ten more of will land on your page and think, this is me.

This is for you if

• You sell your own work, service or expertise: design, photography, art, coaching, consulting, writing, a studio, a shop, a practice
• Your website and posts feel generic, and you know it
• You've tried avatar worksheets or AI copy tools and got the same bland words
• You'd rather have ten clients who fit than fifty who don't

This isn't for you if

• You want an AI to write everything without your input. The assistant needs your buyer's real words, and that takes one conversation.
• You want ad targeting or paid traffic. This is about what your words say once someone arrives.

Find one. Know them. Write to them.