Have you ever read a sales page or watched a video and thought, this person is speaking directly to me? After the video or reading the sales page, you more than likely went on to purchase a product or service from that person. Have you always wanted to know how do they do it? Do you want to know what really compelled you to buy from them? It’s time for you to understand what takes someone from Internet surfer to avid fan, and how you can apply this principle to your business.
Before we dive into how to define your ideal client, its importance, and why you should start to understand marketing before you start to develop a business plan, I want to do a quick recap of the two previous posts, ‘Want to Quit Your Job’ and ‘How to Create a Profitable Business Idea’. At this point in the ‘Zero to Business’ process, you have created a well thought out strategy to leave your current job with your sanity intact and you have created a profitable idea, but before you can take the next step to develop a business plan you need to define your ideal client. If you have not developed a profitable business idea or developed a strategy to leave your job, I highly recommend going back to read my blog post ‘How to Create a Profitable Business Idea‘ and ‘Want to Quit Your Job‘ as well as filling out the Zero to Business Questionnaire.
Know, Like, and Trust
This marketing strategy isn’t about being sleazy or manipulative. Many people and business owners have a negative view of marketing. When they think of marketing the first things that come to mind are those sleazy late night info commercials that manipulate you into buying stuff you don’t need or want. The other scenario that comes to mind is email spammers or telemarketers that call you during inappropriate hours trying to sell you something, or that guy who spams you a link to his book because you followed him on Twitter or Instagram. Neither of these scenarios illustrates the marketing strategy that I am talking about. Philip Kotler defines marketing as ‘Satisfying needs and wants through an exchange process.’ This is a far cry from the market tactic used in the examples above. This definition is largely based on the ‘Know, Like, and Trust’ factor. This strategy recognises that in order for a client to buy a product or a service no matter how amazing it is they have to know, like, and trust you, in a similar way that you build a friendship. At the first stage of a friendship, you were once strangers and over time you got to know them, started to like them, and finally you build a sense of trust. This marketing principle works in a similar way, but before we go through the ‘know, like, and trust’ factor, you must first define who your ideal client is, without this step, you will simply have a broad niche that ends up appealing to no one. I know this doesn’t make sense but in order to have a profitable online business, you need a highly targeted niche and marketing plan.
Define Your Ideal Client
The secret to feeling like you are directly talking to an individual is to create a very specific ideal client profile. As you start this process you will notice the profile will seem a little broad but as you go through the process you will start to become more specific and the ideal clients biggest challenges will start to become apparent. This process will make your marketing much clearer and identifying which products or services to promote an easier decision to make. Know your client will cause you to become more confident in your marketing and even during your sales calls. So let’s get started.
In order to make the creation of your ideal client profile clearer, I have created another Zero to Business workbook focused on marketing which contains a checklist for the client marketing process, a client profile and marketing system questionnaire. This questionnaire, along with the other ‘Zero to Business’ resources is located in my resource library, for access subscribe and become a VIP for access.
As a part of the process it is important to give your ideal client a first name, this helps you to realise that you are marketing to people, and your content, sales pages are more than just words on the internet; they are being read by real people. As you create your client profile or avatar, consider the answer to the following questions.
What gender is your ideal client?
What is their age? Be specific or give an age range.
Where does your ideal client live?
What type of lifestyle do they lead?
Are they single, living with a significant other, or married?
What is their family situation?
Does your client have children or pets?
What type of career does your ideal client have?
What salary is your ideal client earning?
Describe your ideal clients current situation (give as much detail as possible).
How does she feel about her career and working environment?
What does your ideal client do in their spare time?
What is your ideal client passionate about?
What does she secretly daydream about?
Here is an example of my ideal client avatar. I’m including this to show you what I mean about being specific. I also go into further detail about what she is passionate about, her fears, and mindsets.
My Ideal client’s name is Anna. She is 29 years old and lives in a big city like London or New York with her boyfriend. Anna has no children and works long hours as an executive assistant in a large blue-chip company. She is working in a job that she does not love. She is tired of not been treated fairly and cannot stand the politics of the office environment. Anna feels like she does not make a difference and feels that her job is mundane and meaningless. Anna is well organised and has the ability to work autonomously. She desires to grow and have an impact on the lives of others. She loves working with people. Anna loves the idea of the freedom that comes with running her own business. She doesn’t know where to start and believes she doesn’t have a profitable business idea. She is also consumed with fear because of statistics that reveal a huge failure rate among Start-ups.
The answers to these questions are to help you create products or services that provide a solution to a specific need. This process isn’t a strict guideline to eliminate you from selling services to people; an example of this would be my ideal client is female but 25% of my VIP List subscribers and readers are male, and my first ever client back in 2013, was a gentleman in his late forties. My coaching services were attracted him because they were a solution to a problem he was facing, and he was committed to taking action to grow his business.
Actionable Step: Over the next seven days go through and complete the following tasks. You don’t have to do them all at once, I recommend doing a little bit each day. Make sure you complete these tasks before going on to the next blog post.
- Complete the first ideal client exercise, Meet Your Ideal Client Questionnaire located on page 09 on the Zero to Business Magazine, Issue 03. Become a VIP, to access the magazine in my resource library, today
If you have not completed the actionable items from the previous blog posts, go back and do these first:
- Complete the Zero to Business Questionnaire, which will help you create a well thought out strategy to leave your current job with your sanity intact.
- Complete the Profitable Online Business Idea Actionable Steps.
As you go through the process you will uncover more detail about your ideal client and their problems and issues will become clearer. In the next blog post, ‘How to identify your clients biggest problems’ I will focus on the exact steps required to identify what your ideal client struggles with and how this is stopping them from getting what they want.
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