Who Are You Talking To?

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Do you know who is ‘listening’ to you when you ‘talk? Who your marketing is reaching? For many businesses, whether brand new, or even not so new, this can be the crucial area where their marketing is letting them down.
By defining your ideal client, and refining your client ‘avatar’, you are setting your business up for success. Rather than trying to appeal to everyone in the hope that someone will like what you are selling and will come on board as either a client or customer, instead you can be quite specific, and really drill down to those who are ideally suited to what you have to offer. By doing this, you will avoid the scattergun approach, and instead will be hitting the bullseye every time.
So, what do you need to know about them?

Where do they live, how old are they? Are they male or female? Married or single? With or without kids, rich or poor? These are only a few of the parameters that can be used to create a successful marketing campaign.

Find out where they hang out, both online and offline. What are their interests, their hobbies, the kind of movies they like, the magazines they like to read, the music they are listening to? The type of language they use and the people they associate with will all provide valuable information you can use when you market to them. So, it is definitely worthwhile to do some research.  And, the most important thing:

What are their problems? What keeps them up at night? What is their number one pain point? Discover this, and then, solve it!

If you don’t know the answers to some of these questions, then find out. Ask your current or previous clients where they are struggling, and what they need help with. Ask questions in the forums or Facebook groups your ideal customer frequents. Run a survey to get some more clarity. The more information you are armed with about your customer, the better you can design your marketing to focus very specifically on their common problems and capture their undivided attention.

By coming up with a solution to their particular problem, you will instantly grab their attention. By focusing your marketing towards this, you will have massive credibility in their world, as you know what they are going through, and know how to fix it!

Be very specific

For example, if you are a coach who helps people overcome their fear of public speaking, you will definitely appeal to quite a wide audience. For many people, public speaking is their number one fear, worse than the fear of dying!! Of course this also means that you will potentially have a lot of competition for this niche. So, instead, break it down.

You could specifically target women in corporate, middle management positions who are looking to advance in their career, and take on a more senior, high-profile position that will entail a lot of presentations, meetings and team management. Imagine how much more powerful your marketing could be, if you defined this woman as your ideal client, and tailored all of your copy, branding and tone of your marketing, only to her.

By creating this very narrow niche, and really digging down deeply to define your ideal customer with complete, crystal clear accuracy, you position yourself as the expert in this field, which gives you incredible status and will really make you stand out for this particular women when she is looking for exactly the service that you are offering. She will instantly be captivated by your ‘pitch’ and will be very easy to convert to a raving fan.

So, by taking the time to research and then define very specifically who your ideal client is, your marketing will be focused and effective. You will be attracting the clients that are perfectly suited for the products and services you have to offer, and they will want to invest in the solution you have for them. Everyone is a winner!

Want to define your own Ideal Client? Click here.
Pauline Delany is The Harmony Life Stylist. She works with business owners who are hungry to get some momentum in their business, are passionate about what they do, but are frustrated around having a clear vision for what they want from their business, how to achieve this and make money. She specialises in empowering business owners to create a balance between their work and family life.