How To Show The World Your Value & Stand Out In A Crowded Market – Pt 1 A Really Good Client Avatar
In this 9 part series I am going to show you HOW TO ATTRACT CLIENTS WHO VALUE YOUR WORK AND DON’T QUESTION YOUR FEES.
None of this is rocket science, however most business owners fail at this, even experienced ones.
[social_quote duplicate=”yes” align=”default”]So stop being a “me-too” business because it’s the quickest way to sink into obscurity[/social_quote], with a lack of clients and profits. Instead take action by implementing these 9 simple steps that will put you way ahead of your competitors.
The Importance Of A Really Good Client Avatar
This is THE most important fundamental thing you need to know and do in your business
Yes, I know coming up with a good client avatar isn’t sexy. But it is one of the most important things you will ever do in your business.
And the good news – once it’s done you will be able to come back to it time and time again and that bit of effort you put into creating a really good avatar will repay you many times.
Now before you turn around and tell me that you already have an ideal client avatar, let me ask you just how good is it really?[social_quote duplicate=”yes” align=”default”]The majority of avatars that I do see are quite frankly not really worth the digital paper they are written on.[/social_quote]
They are wishy washy, vague and mmmegh. They might tell you the standard demographic info like age, gender, location, hobbies, favourite books, home status, the magazines they like to read and all that other good to know demographic information. But it is all surface level stuff, and not in the context of your services or products. And if your competitors have created an avatar too – then they will probably be pretty similar – which doesn’t give you a competitive advantage at all.
You however are different to your competitors, you want to get to know your ideal clients INTIMATELY and in the context of your business and product that you offer.
The objective is to know your target customer so well and intimately that you can hear what they hear, see what they see, say what they say and know how they say it with relevance to their needs, wants, desires, pain points and the solution they are looking for.
Once you do this your marketing will be incredibly effective. And THAT will make you stand out from the crowd, even in a crowded market place.
So what is an ideal client avatar?
An avatar is a narrative that creates context about the real thoughts, concerns, mindset, intentions and NEEDS of your target audience as a whole and in relation to your business. It’s a tool to help you feel and understand the EMOTIONS of your audience. It isn’t a piece of guesswork – you do your homework first.
Once you have created a really good client avatar you will:
- Know the best language to use when reaching out to your ideal clients.
- Understand the best medium to use in your marketing and where to find your ideal clients.
- What their problems, desires and needs are.
- How to solve their problems.
- How to influence them and make a promise.
- And best of all what to sell them along with how to make an offer they can’t refuse!
Here are few thoughts (thanks to Dan Meredith for these figures):
- Only a small percentage of people are people are ready to buy now – probably no more than 3%
- A few more are open to buying your product or service – up to 7%
Of the rest:
- About a 1/3 are not thinking about buying what you sell
- Another 1/3 don’t think they are interested in your offerings
- And the last 1/3 know they are not interested in your product or services
And here is where you are going to be leaps and bounds ahead of your competition:
Instead of only targeting that first 10% who (maybe) want to buy your product you are going to use a well written and detailed client avatar to help you develop copy and marketing materials that will help you persuade the 90%.
Now do you see why this is so important?
In the next part I will show you how to research your client avatar with a just a little effort and for very little cash…
Comment below if you want to be notified when it’s ready…