Let’s get down to business, how well do you know your ideal client?
Sure your gut reaction might be, “I know them really well, thanks for asking and now mind your own business.” I know, I’ve been there! I used to think I knew my ideal client really well, until I tried selling packaged programs online. I wont say that I failed miserably, but I fell short of my goal (big time) and I had to rely on my one on one marketing to fill those initial programs. So what went wrong and how can you learn from my mistake?
It goes like this, even if you think you know your ideal client, if you are struggling to find them, or if they don‘t respond to your marketing, you don’t really know them at all.
The proverbial proof is truly in the pudding. This is why I advocate that all my clients become “Cultural Anthropologists”. To approach learning about their ideal clients in the way an anthropologist approaches learning about a new culture. In fact, if you look at some of the biggest and most successful companies out there, you will see that they are constantly studying their ideal clients. In fact, even when they do, they sometimes have a misstep. Look at Coke-a-Cola. In the 80’s they launched “New Coke” that was a huge failure in the market, even after spending millions studying the market place.
That is to say, you might have some setbacks even if you do your best to study your ideal clients, but you will have more wins than not if you do!
Ultimately, knowing your ideal client, and constantly studying them will help you create:
1.Marketing that converts
2.Product or services your ideal clients actually want to buy
3.The perfect price point that will get sales
So take a moment and get to know your ideal client, you wont regret it!