Do you know your ideal customer?

I mean, really, really understand them?

Their wants, needs, worries?

What keeps them awake at night?

Because if you don’t and you’re not showing it in your communication there’s an important piece missing that will impact the growth of your business…

The Attraction Factor

It’s a scary thought but by marketing to everyone you attract no one.

You’re just another business that offers a similar product or service to someone else.

There’s no way for your prospects to differentiate between you and the business next door.

You’re vanilla.

And, that’s when you get into the sticky area of competing on price. Ewwww.

All because they can’t make the personal connection that makes them fall in love with you.

When you communicate with them, whether through your website, blog posts, email updates, sales copy, or social media posts, you want them to feel at ease.

Instantly comfortable.

Like:

“She knows me! She knows exactly what I need! This is my type of girl!”

If you don’t do this they are less likely to remember you, let alone buy from you.

And, that means they won’t be back.

It feels risky to get really specific

You worry about making yourself unavailable to the majority.

That you’ll exclude people. Upset them, even.

And, you’ll lose out on paying clients.

It feels like it doesn’t make any business sense.

Losing clients is the LAST thing you want, but being in business means taking daily leaps of faith and going with it anyway.

In reality, it makes you more attractive to the right people. Because you’re speaking to them in a way they understand.

You show that you ‘get’ them. Which creates instant likeability.

It means they’ll want to get to know you better.

And, that builds trust.

Which then leads to recommendations, enquiries and sales.

So how do you do it?

It’s kinda like dating

When we dream up our ideal partner – that special someone to sweep us off our feet (happily-in-love people stick with me – I know you’ll understand this too!) we get really fussy over the specifics.

We make a checklist of wants and requirements: what they look like; their age, height and weight; clothes they wear; how much money they earn; where they live; what they do for a living; their personal interests…

The list goes on.

We don’t just settle for the first person that comes along because they like you – NO WAY! There’s some heavy criteria they have to meet first, right?

This is how I want you to think about your customers too

The first step starts with you…

Grab some paper and ask yourself this question:

Who do I really want to work with?

Start right here to figure out who YOU enjoy working with most.

Your thoughts may default back to, “But I’ll work with anyone as long as they pay me!”

It’s natural, but working with people who share your values and interests is a whole lot more rewarding and enjoyable than working with people who don’t. And, doing so means you’ll both get sooo much more out of the relationship.

If you’re not sure, just think back to your ideal date. It’s sometimes easier to start with what you DON’T want;

• Commitment-phobes
• The guys that never call you back
• Tightwads
• Serial cheaters
• Players

To get clear on what you DO want.

These prompts will help:

• What’s important to them in life?
• What do they believe in?
• Are they employed, self employed, new to business or been in business for years?
• Are they creative or professionals?
• How old are they?
• How do they spend their time?
• What do they do for fun?

Next, you want to dig in to how they FEEL. Their emotions. Oh yea, we’re getting deep here…

• Why are they getting in touch with you?
• What do they need or worry about?
• How do they feel about their life?
• Why do they feel this way?
• What keeps them awake at night?
• What do they hope you will do for them?

Spend a few hours, days or weeks on this exercise. Brain-dumping first, let it marinade, then go back and refine. As many times as you need.

This process means digging in to get into your ideal customers’ minds. It might feel like a J.O.B. but it’s as essential as taxes. (You won’t get fined for not doing it but you’ll lose out on sales instead). It’s not always easy but who said being a business owner was?

That’s why I guide my clients through specific exercises to help them get clear on their perfect client and what language to use to attract more of them.

You may be in the fortunate position of already working with one, and want to find more of the same. Maybe you have a particular person in mind. Which means you can ask them outright. Go for it!

The ultimate reward

Once you have this information, you get a deeper understanding of who your prospects are and the language they use.

That’s when you can start using it confidently in your communication.

Which makes you better equipped to communicate with them in everything that you do. Not just on your website, but on social media, your blog posts, sales pages, webinars, consultation, introductions, conversations, phone calls… everything.

What’s more, they will listen and you both get that happy ending you’re after.

Over to you

Have you got clear on your ideal client? If so, how did you do it? Or, does the idea scare the pants off you? Share your thoughts with us below.