The most critical step in your marketing is getting a clear picture of who you want to sell to, and how you will help them get what they want.
Join me on this episode of The Virtual Entrepreneur.
If you're new to this podcast. Welcome. I am your host, are very innocent, and today, my friends, we are talking about how to get a crystal clear picture of who you are selling to, so that the process of helping them get the results they want becomes easier.
So in our last episode, we talked about identifying your ideal customer and what we focused on were the key elements that our code altogether is psychographics, right.
So we talked about identifying your ideal customer, and we say that our the identity of our ideal customer is a struggling business owner, right, so that's the ideal customer that we use. And then we talked about what they want so the ideal that they want, which was becoming a millionaire, entrepreneur, and they talked about what their focus is, and we say that their focus at the moment was, you know, building lead generating a lot of leads and scaling business.
So for you, you may have something different here. Right. And we also talked about what is their long-term desires, right, and then we say, for us, their long-term desire is becoming financially independent and spending more time with their friends and family, right, doing the things they want to do. And then we went and we looked at what are the immediate results that they want, right.
And we said the biggest goal was they want to create leads, get more subscribers, get more sales, and really, you know, start scaling up that business, right, So those were the key things in the immediate result that they want.
Then the next thing was we said, Your ideal avatar, your ideal client is also going to have an enemy. Right. And this is usually going to be the entity that they imagine blocking them from getting the result, right.
we all have this idea that we blame something we always have this thing in our mind even if we don't say it we blame something, and in this case, we say our ideal customers or ideal avatar is the advertising platform was the enemy that they saw for them, then we said, in what problem do they need to solve, right, that was the next thing that we need to know. And that was, they need to solve.
The biggest problem that they needed solve was an inch rise above the online noise. And then so they can build a loyal fan base of customers. That was the other thing that they do and then they need to run ads that get clicks, right, so those are the three problem that they needed to solve immediately.
And then we talked about avatars pain points, what are the pain points that are avatar is facing. And we say, you know, we looked at the idea that, For them it seems like ads are just getting more and more expensive and it seemed like people don't really want to buy and everything, you know, ever they tend to feel like they want to be scammed or someone's trying to rip them off.
So those are the critical pain points that they felt, and then also looked at the idea of the question that they needed answered and we say that the question that they need to answer was the one, how to generate more leads.
These are the biggest questions they want to address right or generate more leads, how to make more sales consistently, and how to stand out from the crowd. Right. And then finally the roadblocks, and in terms of the roadblocks here.
Essentially, they can be viewed in two ways. One is if the robots are preventing them from getting results, but it could also be their own roadblocks that are preventing them from buying from you. Right. And in this case they'll be objections if they're preventing them from buying.
So it may be that there's a specific thing that is answered. So in our case, as an example, we say, you know, they felt that they needed to be a guru to make any real money, and that if they don't have the list that go bankrupt try and run ads and then that it seemed like online.
The only people online making money are the ones selling courses on how to run ads, how to make money running ads, and so as you can see here these are the things that are going through in our customer's mind, we haven't really painted a physical picture yet. Right. And we're using this as an example. And you can always add more here.
But having three points, each helps us understand, and the more of these we know, the more different angles we have at approaching our ideal customers at approaching our ideal targeted audiences, and if we can do that, it means that we can essentially have a lot of starting points because not all our ideal customers are going to be at a very specific point.
Some of them are going to be further on ahead and others are going to be back in terms of their customers journey.
And if you don't know what is a customer's journey. I want you to go back to a previous episode, we have talked about your ideal customers and their customers and your customers journeys. So we talked when we were talking about doing your customer research, right, talked about your ideal customer.
Their journey which is their journey, discovering you.
And so, we talked a little bit about that there. So now that we know their psychographics the next thing becomes.
We need to know their demographics, and these are going to be the physical attributes that we are using to really pinpoint and identify our ideal customer in the crowd, or pool of all these other people, Because if you go online forums, and in all these communities there's a lot of people, right 1000s and 1000s, and so many people to identify who exactly we are talking to. And by knowing their psychographics.
It's like we develop this superpower that allows us to speak directly to them by passing all these other noise that other people in the community are making, because you're speaking directly to their emotions, right, and by knowing the demographics, it means we know what groups to go and look for them in the first place. And we know when to go and look, and we know so we know when we know where.
And then the second graphics tells us the why, right, and then the demographic tells us the what exactly is. So now that we have that let's jump into the demographics and look at exactly how we might, you know, build up that profile further.
So in the demographic you're going to have gender and we have already decided that the gender for ideal customer avatar is male, and age is around 37.
In my case I would say between 34 to 45, but I'm going to go with 37.
Then in education, I'm going to say, you know, the computer has a background in computer science, then I'm gonna say employment status is working part-time, in a computer company as and is working as a programmer, and he's aspiration, you know, to build his UI design agency that his company is working on. Right, that's his business the UI design, and then you're gonna say his household income is he's making 41k a month.
Sorry 41k per year, right, as at his current at his current job, right, and then combine that with the spouse or significant other, maybe also making the same less or more, you know, then you may have something like 81k, per year, something like that.
That's before taxes, and all those other stuff that nobody was talking about. But, so there's all that and then the next thing is, children, we can say yes they have their first child, and it's a girl.
She's three years old, right. So you can imagine the excitement of having the first child that they have, you can imagine their value their shifting perspective, since now, they are parents, right, there's an added layer of responsibility and wanting to be the hero that the child sees them as they are. Right. And so then you have location. And in this case I would say just outside the city so commute into the city to go and work for the company and the commute takes about 30 minutes each way. Right. And then we have ethnicity. Now for ethnicity for us here, it doesn't matter.
But with this would matter, it would be in cases where, let's say you're selling a skin tone product, or things like that. And on that case, it may be that it matters because, obviously, you know, different skin tone may require different tonalities of the product and things like that, but here in our case, our product, it doesn't really matter so we don't have to worry about that. And then we have homeownership.
We're going to say they're renting, right, but their dream is to buy their own home, that they can leave with three kids once they have the rest to have the two keys that you can say, and then under the homeownership there's going to be things like land of residential house size and mortgage right so you can see these are things that they're also thinking that they're considering, right.
And that's where the bills come in so you can see how all these factors into their decision making process if that makes sense. And then you have types of car or transport. So we know that they're commuting 30 minutes, we can say, either they take a bus, a train, or they drive a car 30 minutes.
But whichever way, whichever of those, they use can also say maybe this during that time as they're driving a car they spend 30 minutes listening to a podcast episode.
So after work in the evening, and before work as they go into work, you know, trying to update themselves on how to scale the business, and things like that. And, depending on which transport. We may also, you know say maybe a train is faster so they have much more time to read a book and things like that, but really it depends on how much deeper you want to go into this.
Then there's the marital status, we can say, yes they are married, and the decision making process is 50/50. Now, this in some places, is very important, because in some family, family household.
That is, that decision-making process is not always 5050 it could be that is the head of family and things like that. So, if your production depends on those things you may also want to add them in there, but then disability for us doesn't apply in this case and then you can say, are they looking to save a CD or for our 401k plan.
So, not under that category, you're gonna say yes the one to save to buy that dream home. So, can see there's a lot of factors that goes in this area, right. And the key goal of this area is really to be able to identify our ideal customer, to identify when can talk to them, right, because they have a very busy day at work, right, and what do they do at lunchtime.
What podcast channel do they listen when they're commuting to work, what social media platform and these knowing these things becomes our way of knowing where they are right.
There are many social media platforms, and knowing that their background is in computer means that we can start searching for social media platforms, and look at computer-related groups and things like that, and we can also look at companies that they think they are working in, and then we'll look at the forums that those companies are engaged in, or any conferences, if we're going to be selling products and you want to target specific conferences, because that's a gathering of people, very unique talents and interest, right, it's a very concentrated target of people.
And so, this becomes very very important and things like event bride can really allow you to target those kind of committed communities. I remember, earlier on my first experiences as a photographer. I actually did target people are an event bride and you can do that identification will do that but the idea is you know you can find them usually they have their details up there and you can just, you know, email them or you can find a way to contact whoever is organised and then try and get in touch with them.
Cold prospecting and that's cold. It was it's not, it's not the best, more fun in terms of prospecting. But the idea here is that it's a concentrated group of people with a very same interest, and it's another way to be able to get in front of your ideal prospect.
So now that we've looked at that and we know how we can find our ideal customer in terms of the demographics and the psychographics, so where this comes in, or with the next step after this becomes, for you to create your own full identity your full ideal customer profile, right, and to really narrow it down and add as much detail as possible.
And once you have that, this becomes your tool for deciding, anything you want to decide in relation to your company, right, for example, every single piece of decision you want to make you want to make it go through these, this lens because inside here are the values, because the values of your customers are the values of your company.
In most cases we are told to decide what our values are, but really, our values are the values of our customers, because our customers come to us because we speak to their core values. Right. And so this comes, understanding that if they have a child, they have a very specific mindset.
They have very specific priorities right.
So, what products you promote becomes very important in terms of budget, and in terms of how it aligns with their value their personality, and, you know, the things that they have to deal with day to day. Right. And then, who will you work with in terms of business partnership also becomes very important because it's your association, right, and you want your, your business partnership to also align with them because that means your messages coherent, right.
If you're gonna go and start.
Basically what mean here essentially is, if your business partners messaging is coherent with this then it makes more sense that their customers can also become your customers. And it also makes sense that your customers can become their customers. That means you're building a very strong community, that all your customers feel connected. Right.
And then the next thing is who you hire should also go through this process, right, because if you're hiring individuals views, and ideals do not match your ideal clients your ideal prospects your ideal customer avatar, right, then they're going to make decisions that are going to frustrate, and just, you know, make your ideal customer and clients, unhappy and that's not where you want to be.
Right. And so when you hire also has to go through this process and how they make decisions so whoever you hire, how they make decisions has to go through this as a lens. And if you remember before we talked about the episode on outsource or not outsource. Now as a small company, at the beginning, you may be wondering should I outsource these tasks. And if I'm going to outsource them, how do I do that.
Now this is that step that I was referring to what we were referring to is. So if you want, outsource work outside your company, you need to be able to communicate or to have a system that allows the people that you are working with to filter that decision-making through this. Right. And when you find.
And, you know, when you find a contractor who can really make decision by looking through your ideal customer, you'll find that they add more value to the work they provide to you.
An example of this was the app we were developing, and the app was meant to be for homeowners, right, monitoring energy in their houses. And I remember one of the key designers helping this was from Russia, and she had worked with people in the similar demographic, and she understood the need to make it as simple as possible.
And the UI was really that much astonishing.
Right, so it was that good.
And so that becomes one of the key elements here that is you want if you want outsourced. It's going to be very difficult to tell them everything what to do. But if they can make their decisions by filtering it through the lens of your ideal customer, then easier. If it makes your customer happy then do it if it doesn't then don't.
That is easy for them to decide, even if you're not there because all they have to do is ask themselves, will this help this person, right, because at the end of the day, you are going to be working to help your ideal customer, get what they want. That is what we do as business owners, right, so I'm gonna say that the call to action for today here is I want you to create your own ideal customer avatar and use these key points, right, pause the episode rewind and right.
It's going to take a few minutes to get it done but once you have it, you'll see the power because it's going to make, making your decisions on hiring and everything else moving forward even including the designs, the colours, including the photos you use on your posts on every single thing that you do is going to be so much easier to decide.
Once you know, and you have a full picture of your ideal customer, if I've learned one thing about mindset is that decision is the most costly thing that we engage in every single day. From the moment we wake up we when we when we have to decide, what do we wear, what do we eat, and all these decisions.
They consume so much from us so much stamina, so much energy, and they actually leave us unhappy, there's a lot of studies that show that our inability to make decisions, or to minimise our choices make us unhappy. Right. And so, by knowing your ideal customer and Avatar here. What that means is half the battle is already done, because we don't even need to think anymore.
We just need to filter. Right, we become a very good detective who just says, nope, and yes, nope, and yes, and so you can already think what kinds of images are going to suit my ideal customer right. So some that do with computer.
There's a child in the family, the only three, you know, two couples and a child. So, all those kinds of images will really suit to this ideal customer and to speak to them a lot more. So I want you to go and build that and then this is going to be us on this episode of the virtual entrepreneur.
I hope you enjoyed the episode, and the notes for this episode are going to be found in Herbert marketing help.com Usually I publish them as blogs, but also they'll be at the bottom that is the featured posts. So all the newest posts are usually featured at the bottom of the page there. So you find that there.
I want to thank you for tuning in on this episode. And joining us on this episode of the virtual entrepreneur.
And as always, I'll talk to you in our next episode, and have a good evening.