Great businesses transform the people they serve; however, one thing they often find challenging is marketing their services to their target ideal client.
The problem is that they are vague and wishy-washy about who their target market is and so their marketing is vague and diluted. They tell their "message" to the world and it ends up lost in the noise!
Once you get really clear about who your ideal customer and target market is, you'll have a clearer direction for your marketing and can focus your marketing efforts on generating high-quality leads.
You've probably heard about the 80:20 rule, or the Pareto Principle which says that 80% of the effects come from 20% of the causes.
Statistically, then 80% of your business will come from 20% of your marketing efforts.
Recently, I learned about the 64/4 rule from this post by Gareth Sherry - it says that if 20% of your actions generate 80% of your results, then 20% of that 20% produces 80% of 80% of your results. Of course, you could continue with this logic ad-infinitum, but that wouldn't make much sense. Let's just take it one step further: 1% (20% by 20% by 20%) of your effort produces 50% of your results!
You read that right - 1% of your efforts yield 50% of your results, or expressed another way 1% of the people you market to can account for 50% of your business.
Imagine focusing your complete attention and marketing resources to that 1%. What results you could achieve! How do you do that? How do you determine what to focus your precious resources on, to get maximum benefit?
The first step in our Transformational Marketing Journey is to build a really deep understanding of your target market and ideal client so that you’ll know how you can serve them with conviction and excellence and how you can craft a message that will get their interest and attention.
Getting to know your target audience is really important and one very effective way to do that is constructing audience or ideal customer profiles.
Here are just a few of the reasons why having a deep understanding of your ideal customer is so important:
Have you ever had a random salesperson turn up at your doorstep and try to sell you something you had no interest in and didn’t need?
Yes, it used to happen to me all the time, until I put my “No salespeople to knock” sticker up. Even then, some ignore it. It’s plain annoying!
Imagine the person doing the selling though, knocking on a perfect stranger’s door with no idea of who will answer, with absolutely no knowledge of whether the person who answers the door has an interest in their product, whether they need their product or if they even care!
I suspect that their conversion rate – in other words, the number of sales they make relative to the number of doors opened to them, and relative to the number of doors they knock on would be pretty low. It must be really hard.
And yet, this is the approach most businesses take when doing marketing online! They broadcast information into the internet, for everyone to see (knock on strangers’ doors) and wonder why there is little interest, even fewer visits to their website and no sales from their digital marketing!
Of course, there is a BETTER WAY! Focus your marketing on your ideal customers.
Find the smallest audience you can live with and delight them, focus on them and obsess over them. The result will be something amazing – you are going to get bigger, you’re going to have more impact.
- Seth Godin
Instead of trying to be "all things to all people" and end up serving nobody, focus your sales and marketing efforts on generating high-quality leads.
The more clearly you understand the desires, frustrations, and personalities of the people you seek to change, the more effective your marketing will be.
Know who you are best able to serve. And also, who are you willing to leave out! This will save you a lot of time and a lot of money because you will no longer be dealing with leads that are not even shopping for what you have to offer or are just not a good fit for you.
Imagine, focusing that 1% of your marketing effort to your ideal client and instead of doing the other 99% as you have been, just do another 1% focused on your ideal client. The result will be amazing - you are going to grow, you’re going to have more impact.
Wouldn't that be awesome?
An ideal customer (sometimes also referred to as an avatar) is the ideal client you attract to do business with you. They like doing business with you because they see you as a perfect match for the problem that they want to get solved.
Your ideal client will "hang around." They will be loyal and spend more money with you because they know that you deliver exactly what they want and/or need.
You should ALWAYS do business with your ideal customer!
And in order to do this, you must get to know them REALLY well!
You may still attract some other customers but the important thing to remember is, you do not need to pursue the non-ideal customers. Your efforts can instead be focused on the market that loves you, wants what you have and is willing to pay for it. You have a choice!
You may also have multiple ideal customers for the different needs and problems that you address. That's ok. Just be sure it's still focused on that 1%!
So do you want to be like the door to door salesperson, or laser-focused on your ideal customer?
Get to know what they look like, their characteristics, likes, dislikes, needs, wants, income, gender, age, where they hang out, who are their friends. Basically, know them just like they are your new BEST FRIEND.
In order to really understand your ideal customer, you'll want to know about their demographics:
You'll also want to know a lot about their psychographics:
Further, you'll want to know their preferred communication style, how they like to communicate (phone, email or meet).
You need to get really clear about their challenges, their wants, and needs, their aspirations and frustrations so that you'll know exactly what needs that you are best placed to solve for them.
Digging even deeper, you should determine who their ideal customer is (yes, that's very meta!), how they make a difference, how they make decisions and why they buy.
Ask yourself, what do they believe that I don't believe. This is a version of "walking in your customer shoes" and is a vital component of having empathy with their situation.
Finally, I suggest that you give this person a name and a face - select a picture you'll associate with your ideal customer, write a short description (just as if you were writing their LinkedIn profile) and even give them a name.
Now, whenever you refer to "Customer Connie," all the information will be associated with that name and the picture of "Connie."
Your ideal customer profile should be a living, breathing document - update it whenever you learn more. Here is an example of my "Coach Sam"
Imagine, then, that all your marketing efforts are targeted to your "Customer Connie." It will give your message a much clearer direction. You'll be able to talk to the problem that keeps her awake at night, using language that she understands and showing that you understand her situation, understand her and even empathize with her.
Are you ready to grow, to have a huge impact, to serve Connie providing her outstanding results, and most importantly have fun working with your ideal customer?
- Now it's your turn!
Complete the attached Customer Profile Worksheet, for one of your Ideal Clients. I suggest you begin with your best, favourite client - start to document all about them. Perhaps add/merge a couple of your favourite clients. With a clearer picture of their profile, you'll be in a great position to attract more of those clients.
If you like, send me a copy for feedback - ideally, record a video, explaining your document to me. This will help you clarify your thinking as well as giving me a better idea of who your ideal client will be.
Your Transformational Marketing Journey, starts here. Unlock the means to develop an engaging, enduring relationship with your ideal DREAM clients.