Your product or service is amazing and everyone that tries it loves it, or at least they say they do. Yet it seems as if you can’t get any bites and your business is at a slow crawl. What gives?
Are you putting your message in the right places? One of the biggest challenges marketers face is marketing to the right people. So if your messaging and targeting is off, it’ll be difficult to attract new clients. It’s all about getting inside their head and understanding their mindset.
We just did this exercise with a new client who hadn’t identified her Ideal Client/ Customer Avatar (ICA) . Which got us thinking. Do you know who your ICA is?
If you’re unsure, take a look at these questions and answer them with as much detail as you can. The object is to have a very specific ICA in your head so you can create compelling messages that connect and resonate.
- What are their demographics? Age, gender, city or suburb, and income.
- Do they have children?
- What are their hobbies?
- Do they attend church?
- What are their characteristics/demeanor?
- What is their communication preference?
- Play sports? Movie goers? Read books?
- Are they fast movers or slow ones?
- Do they love the nightlife or sleep in?
- What is important to them?
- What kind of car do they drive?
- Where do they work?
- Do they have a college degree?
- Do they enjoy fine dining or are they fast food people?
- Are they from a large or small family?
- Are they health conscious?
- What are their issues or specific needs?
- Are they Facebookers, Twitter addicts, LinkedIn users, Instagrammers?
- What are their strengths and weaknesses?
- What are their primary goals? What do they desire?
- What do they need to know about you and why is that important to them?
- Because it solves (this problem). Okay, what does that mean?
- They wouldn’t have that problem anymore. What would it mean to them to not have that problem anymore? You get the idea.
As I said, the more specific you can be the better, so use the questions above as jumping off points to narrow down your focus. For example, if your ICA has children, then ask yourself how many and how old they are. All of this matters. If you don’t have time for this at the moment, print out the list and come back to it later. It’s important to do and a fun exercise once you get into it. And remember, this is an ongoing process and it doesn’t have to be perfect. You have to start somewhere and having a basic profile will help.
Your ICA is like an imaginary friend, so once you have a good picture, consider them in everything you do. Write your emails, newsletters, and blog posts to that person. Package your products in something they’d find attractive. Price your product or service so that they can afford it. Make every business decision – no matter how insignificant – with your ICA in mind.
As the old saying goes, there’s no point in barking up the wrong tree. Having a clear idea of who your ICA is will save you time, money, and frustration down the road.* Once you know who your audience is and what makes them tick, it’ll be a lot easier to attract your ideal clients.
Thanks for reading.
Until next time,
* Need help with that? I know a few virtual assistants who’d be happy to help!