Ideal client profiling – Understanding your audience
You don’t want to be broad and speak to everyone in the jungle. If you do nobody will listen to your marketing message. We are bombarded with so much information everyday because of the internet that our brains block out anything that is not relevant to us. You will spend way too much time convincing high maintenance, non ideal clients and customers to do business with you. The clearer you are about your target audience the better because only then can you capture their interest. You will be able to use their language so you can instantly connect with them. You can show them that you understand their problem better than everyone else and therefore become the obvious choice.
So what does it take to build a waiting list of super ideal customers? How do you profile your clients right so you can raise your price? You need to go 5 levels deep with your prospecting.
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5 Levels Deep:
The ultimate client profiling system that digs deep into the minds of your prospects. Collect 5 levels of information about your customer avatar. Understanding your client to this level will help you communicate with them. You need to build a detailed profile of your primary and secondary target audience. These are the people that bring you 80% of your income. You would want to have different marketing campaigns and materials for each one as the message will change. You will want to talk to them about what they care about and how you are of service to that. Who needs and wants what you offer the most and what triggers them to buy? Think about a customer you already know and profile that person.
Level 1: Background
- Basic details about their role in society
- Key information about their company
- Relevant background info like education or hobbies
Level 2: Demographics
- Gender, age range, household income, Urbanicity (Urban, suburban, rural)
Level 3: Identifiers / Personality Traits
- The way they act
- Habits and beliefs that they all share
Level 4: Goals and challenges
- What is their primary and secondary goals
- What are their primary and secondary challenges to their success
- What keeps them up at night
Level 5: How can you help them achieve their goals and solve their problems.
Include quotes: Something that someone within your target audience would say. This will help you and your marketing team connect with them better.
Create a list of all common objections: Come up with solutions ahead of time to all objections. Be one step ahead of them. Provide solutions when the prospect shares their pain points of the business. If you remove all the objections and risks your opportunity to work with them just got greater. What are their most common objections?
Lululemon – Duke:
My ideal client is a man 35 years old. An “athletic opportunist” who enjoys surfing in the summer and snowboarding in the winter. He makes more than $100,000 as an architect and is willing to pay up for quality. He’s style conscious, works hard, has a sense of humor and is witty. He’s a multidimensional man, someone you’d want to be friends with and someone you’d want your sister to marry.
Lululemon – Ocean:
Ocean is 32 years old. She’s fit, educated, and affluent. She works as a graphic designer and is happily married to Duke…