Forget everything you think you know about your clients.
You may believe that you know them already. Female, aged between 35 and 44, small business owners, married, two kids.
Demographic information won’t get you very far. Nor is it instrumental in establishing your competitive advantage. There is a better way to profile your ideal client.
To get ahead of your competitors and create emotional connections with your customers, you need to understand them better.
You need to know how they think, what they feel, hear, and what they say and do.
What are their pains and problems around what you do? And how does your offering solve or fix that pain/problem?
What makes your offering better than the competitors?
Don’t worry if you don’t know the answers yet. Digging deep into your ideal customer using the information and steps presented here will help.
Your business has two faces, much like a coin.
You have the side only you see, the inside face. And the side your customer sees the outside face.
As a busy entrepreneur, you spend most of your time concerned with the inside face of your business.
Make this process better. Improve cash flow, fix this, deal with that.
Too little time is spent on the most prominent face of your business. The one, your customers actually see.
Whether you like it or not, as an entrepreneur you are a marketer. If you don’t make sales you have no business, right?
There will be fires to put out in your business every day. And they will consume you if you let them.
I would challenge you to dedicate some time to take a deep-dive into who your ideal customer is.
Figure them out.
What makes them tick? What keeps them awake at night? Create a profile.
Profile, avatar, persona. These terms are interchangeable. They are just marketing speak for a typical ideal customer. The most profitable. The kind that you would like to attract more of into your business.
With this information, it becomes easy to make the customer-facing side of your business attractive to the people you want to attract.
Once you have clarity, many internal problems will resolve themselves.
Leads and sales will flow more freely into the business.
So exactly how do you get this clarity?
There are many ways to skin a cat. One way I like to create a profile is using an empathy map.
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