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Keep Hope Alive!

He woke up every morning and got out of bed, because he had hopes and fears. He had dreams. And he had desires.


Join me on this episode of the virtual entrepreneur. If you're new to this podcast. Welcome. I am your host, Herbert, Innocent, and today we are talking about your ideal customer.

Ever since we had our guest.

David Trotter. We talked about a lot of things including how to reach your guests through social media. and one of the key takeaways from his talk that we highlighted was really understanding our deal customer. And on the past, two, three episodes we talked about the demographics of our ideal customer.


And we talked about the psychographics, and we put them together into a story format for an avatar of which, when you look at you'll know exactly who you are talking to or what their goals are, why they want the things they want. Right. But one of the biggest things that still remains. Is it still feels like that, just words on a piece of paper. It's just an avatar, it's not a human, it doesn't feel like it's alive.

Right. And so what we are going to do today is we are going to humanise them. We're going to bring them down to the same place we are, because at the end of the day, they are us before we had the solution, right, you do your dream customer is most likely you before you had the solution you have. And so, it is up to you to reach to them to speak to their core desires wants and needs and to explain to them that you have the solution.

So, today what we are looking at is really adding that flavour that colour that

that sparkle of magic that brings everything together and complete the full circle, if that makes sense.

So, one thing that we have to understand is that even though the psychographics and demographics are very very important in helping us reach our ideal customer, what the centre graphics and demographics are really good at doing is, they're good at pointing your dream customer in a crowded place of people.

An example I used for pre for the previous episode was I called it the, the woman in the red dress. If you remember ever watching the matrix. There is an episode where a woman in a red dress walks by, as Morpheus is training Neo on understanding the you know the matrix and the framework and all the agents of, you know, of the matrix.


Right. And so one thing about the woman in the red dress was that it was the one person out of all the people that were grey. It was the one person who was blonde in the red dress. She stood out like a red flower on behind the in front of a white wall, essentially, right. And so that is the beauty of the demographics and the psychographics they really allow you to say, my ideal customer is that customer right they're in a group of, tonnes and tonnes of people, tonnes and tonnes of people, you can see who your ideal customer is with the demographics and the psychographics.


However, seeing them, and identifying them is not enough to allow us to communicate, to get their attention, because at the end of the day, we need their attention, if we want them to take a very specific meaningful action.


They want to take any action we want unless we can speak to the human side of them, right, and get them to leave, whatever it is they're doing. And come and take the action that we want them to take.


And so these are people with real hopes, dreams and worries, right. And so our goal is to keep their hopes and dreams alive, to keep them alive with them and for them, and then to eliminate their worries because we all worry about all the things that we are very uncertain about. Right.

And then the next thing is, we also want to answer any questions that will cause any more worries, any further, worries, is a reason why people buy products that have plans, while the group get a one time solution, right, it's because they want to prevent any further worries from coming along, they want that security element of having some cert sort of resemblance of, you know, clarity and uniformity and peace, right, a peace of mind that you want to wake up tomorrow and your house is no longer wait is, and the roof, you know, God knows where you went, and basically no one wants to go to sleep and wake up in a world where they don't even understand the query comprehend what happened.


Maybe you do in a fictional world but in reality you want to be in a safe, safe place.

So an example of these worries and dreams would be things like you know, they want. After work, a long day of work they want time off, you know the one, a peace of mind. Right, they want, you know, they want to take care of their children.


So if their parents right, we used bill, as a customer avatar and we said Bill has a child so Bill wants to be a good parent. Right.

They worry about the future for their children for themselves can be keep the future secure. Right. And they also stress over the bills, and you know the credit card bills. You wake up one day and you find that you know your bills through the roof. And these things get people worried, then the other thing is they want, you know, they have desires so they want that beautiful, nice house by the beach or the dream car, they've always dreamed about seems to a sister first learned about cars as a child, so they want those things, and they want to provide a great future for their family.


You know, so they can have more of that love more that family, and more of that environment that promotes their well being in both body, mind and soul. Right. So all these things and more. Are their dreams, aspirations and their hopes, right, and so we want to promote them and we want to eliminate any of the worries that are there now that I say that I'm going to bring us to the next point which is people buy for very specific reasons.

Right. Do you Edward says, without the strong reason why people want buy, which is a very powerful, strong statement right without a strong reason why people will not buy.

And that's important in your business because if you don't understand that, then you really can't help them make the take the right action, right, and Simon Sinek says, People don't buy what you do, they buy why you do it right.


And it's strange that they would buy with why. But one of the things that I've come to learn is if you look at their hopes, their dreams and their worries, you'd notice that they're the same as yours in some degree, they may not be the exact same so if you're not a parent, you may not be worried about the children. Your children because you don't have them yet. Right.

Right, so you may not be worried too much about that, but you may still want, you may still be wanting to provide a great future for your family, whatever that means, whatever the word family means for you. Right.

So you may still want that, and then you may still be stressed over the credit card bills. And so what we are saying here is, even though people don't buy this beautiful tag that we make them by why we make it, but they're really buying a connection somebody else who shares their hopes and their dreams and their worries. Right.

So, is that connectivity that a human shared connection. And that's what we want to take from this, and we'll give our ideal customer avatar because once we understand that once we can connect with them at that level, making decisions, becomes a process through which you feel it it's felt through your heart that this decision is something that I would love someone to have made for me. If I was the ideal customer. And because I would love that. I'm going to do it for my ideal customer, right, it becomes a process that makes it easier for you to make the right decisions and to see I had in terms of what will benefit your ideal customer.

So, the reasons here I've compiled several reasons why people buy. Right. And I believe they're more from what I've learned, if I remember correctly, but here I have 10 So one of them is to make more money, so people buy to make more money. And then they also buy to save money, they buy, to save time.

And then they also buy to avoid Effort, Right, working too hard. Right. Also by to escape pain, or avoid pain. So for example, you know, you're hurt, and then they also by to get comfortable, or to get more comfortable if they already have some sort of comfort, where they buy, to get better health, more health or better hygiene, right, and they buy to get praised or to get social approval.

So when your wife says something really nice, and makes you feel like that warm fuzzy feeling on the inside, or you know, you buy something for your child and then they make you feel like the greatest human being, or greatest that, ever, ever existed.

Right, so getting appraisal or social approval. Then we also buy to get to feel more loved. Right. And then we also buy to get a better social status, or to increase our popularity, if that's another word there.


So I think the difference between buying to get praise and buying to get better social status will be one of them has to be with the community and the other one could be with one single person, right, that interpersonal relationship and the other one is feeling of use to your country to your community, to your fellow, you know, your friends, your, your circle of friends or your business your teammates, right. So I think there's a difference there. So, we can see that those are the reasons as drivers to take out credit cards and purchase a product.

So, once we know these here, it becomes easier to make the first episode of talking to ideal customer, but it's more beyond that, right. And our goal is in understanding that, right, when people buy to make more money. Right.

We want to understand that when our ideal customer takes out their credit card and buy in order to make more money. They are doing that to make more money, so they can promote their hopes, their future.

You know their dreams and eliminate their worries, right. So, they are buying, so that they can eliminate, you know, their hopes, worries, so that they can you know build up their hopes, they can keep their hopes and dreams alive and eliminate their worries. Right, so they're doing that for reasons beyond just what they will get immediately from the product, because at the end of the day, there are things that we want beyond the product, right.


So the drug. So the product may help us get the immediate result. But there's a bigger result that we want beyond that, that we aspire to that we hope for that we dream about, and it's what gets us up in the morning, right, so there's that. And so as business owner, we need, we need to become very good at understanding that, you know, they have hopes, dreams and worries that causes them to take action, and how can we use those to help them take a positive action, right, and if they have words to eliminate their words so they can progress wherever they are.

Right, so this can be used very very well because if you are a coach. One of the things that a lot of entrepreneurs I think experience is, there's a lot of, you know, struggles that comes with uncertainty, not knowing exactly how far or how long it's gonna take for you to make that one jump, that is a hit, that is, that is a success that you had been looking for. Right. And so, as a personal coach in the only Oh business coach one of the things that they're really good at doing is, you know, instilling that hope and keeping that flame burning inside the heart of entrepreneurs. Right.

You know, you go in with all these worries and then you come out feeling inspired feeling you're ready to do it again, feeling you're ready to give it, just one more jump. Just one more try. So, that was this coaches be very are usually really good at doing, but I think that goes beyond the coaching.

I think any product. If swords right, it can do that for an entrepreneur, it can do that for the customer. Right.

I think any product and an example I was thinking earlier when I was making these notes was a simple person selling ice cream to a child, right, ice cream, or a candy stick to a child right. And to them, all they're doing is they're selling a lot of sugar concentrated sugar in a small thing to a child, but to the mother, they're probably selling that mother, or that father, five minutes of peace where the child be quiet and there'll be eating that candy, or that ice cream. Right.

That's probably a much needed five minutes, if they're having a really rough day, or it's, you know, seeing their child smile so brightly that they're happy to have this thing, because, you know, Maybe it was such a tough day or tough week, just a week ago. And so this is a relief of all that, bringing them, making them feel cared for. And so, your solution has a lot of reasons, it, it has a lot of emotions beyond just that simple product that you're selling, and that's what I wanted to cover here.

So now that we've covered that there. And Jim Edwards talks a lot about this and in his book, The copywriting secrets. It really goes in details and how you can go about creating all these reasons, and they really, really give you an edge in terms of talking to your ideal customer. So if you want more details on that. When I put those on my website and how you can access those, you know, words because you don't have to become a professional, you know, a professor of the subject is really just assembling words in the right way, and there are people before us before you and me who have done this, because it's not a new thing. It has existed for decades, for as long as people have tried to sell to each other to help each other to communicate.


This has existed.


So the goal there for you and me is, now that we know that we have to understand the hopes and dreams and worries for ideal customers that make them buy. We need to have these hopes and dreams and what is written out. Right. And then once we have them to look at our solution, and to see how it's going to give, or how it's going to help them keep that hope.

And those dreams alive, and how it's gonna eliminate them, those worries. Right. So for example, if someone is buying.

I gave an example for kind of stick there in the in the nice group. But an example is if we were using the example, Bill, who wants to get more customers, right, and I mentioned that the website copywriting, will be the best service for them in keeping the his hopes and dreams alive in eliminating any of the worries will how that would fit would be well his hope is to have a nice fancy car, right, is to have to be that successful entrepreneur. Well, if I can create if we can have him get the copywriting, right, get his website, speaking, perfectly well to his ideal customers.

Then his ideal customers, we will take we will make purchases. Right. And this way, he is able to progress forward towards his hopes and dreams, right, and eliminating and getting rid of his worries, right.


So, one way will be you know by now I'm not going to try and be sailed here because the point of this episode is really to humanise, but this is used a lot in the sales process, or in any place where you need a specific call to action essentially where you want the customer to take a specific action, just like what I'm going to ask us to do today which is the call to action for this episode is right when they buy, what. So, when they buy.


We need to think about what hopes, dreams, are they trying to protect and the call to action is need to go and write down those hopes and dreams. And the example essentially is just, you know, they want a peace of mind.

They want time off to relax, Right. They want to care for the children. Right. And these are their hopes, right. So you buy this, so you can, whatever it is that they can get right.

For example, you know, get copyright I will website copywriting so you can attract more leads, that way you can make more sales, and so that you have more profits, you know, to save towards your house. That's an example that I was trying to think of my head.


As I said this is used a lot more in the copy in the sales process, but the idea in this discussion here is to humanise the person to bring them to the level that they are the same as us. So even if we've never met them yet. We think of them as equals, right, and that was the goal of this episode. And now, before I continue rambling. Thank you so much for joining me on this episode of the virtual interpreter. I hope you got some value from that, if you did.

I'm grateful for that.



So, the notes for this episode will be found at Herbertmarketinghelp.com And aside from that, thank you for tuning in again, and I will talk to you on our next episode of the virtual entrepreneur.

Have a wonderful evening.

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