Do you have the kind of product that solves someone’s problems? If they had what you offer might they sleep a little better at night?
I suppose if you run a hair salon or a pizza shop you might chuckle and say, “well that’s not me, I don’t help them sleep better.” Or do you? If you run a hair salon and you gave someone a stunning braided hair style and then she had a wonderful “princess” evening, don’t you think she would sleep like a baby with a smile on her face?
Or if they stopped by your shop for a pizza to take care of that grumbly tummy. That would let let them sleep well, right? All of us in our own way have a product or service that can help a customer so they don’t have to stay up all night worried.
So now that we know that we have at least one customer who we can help have a good night’s sleep, who is that customer? It certainly isn’t everyone. Not everyone is going to like your pizza. Not everyone is going to like your style of haircuts. If only certain people like your pizza, who are they? Just a select group, right! Many marketing gurus say, “the smaller the niche, the better”. The more defined the niche is, the more targeted your message can be, especially for your online marketing messages. Why waste your time, energy and money on targeting people that are not interested in what you sell?
Part of my services is conducting Facebook and Website Audits. I notice that some of my customers know who their customer is, but I don’t see that in their social media posts, emails, lead magnets, or even website. In fact, sometimes I say, “I can’t tell who your customer is?” Potential customers may think the same or assume they are “not” your customer and move on. That is not good.
Here are two suggestions to make sure that you don’t have the same problem. #1 Define and I mean de-fine your perfect customer. Make it as “nichy” as possible. You have more than one customer type but don’t lump them together. Separate them. Then choose the one that is most profitable to you. Make them your #1 priority, and then the others in descending order. Perhaps you will market to one type on Facebook and another on Twitter.
Once that is done begin #2 audit your own online messages. Better yet, ask someone to look at them objectively for you. Can you see your #1 customer in your posts and your website, meaning will I know who your customer is? Consider not only your words, but your colors. Knowing the psychology of color will attract or repel certain people. Are your online newsletters easy to read, or are they too busy. Do they look good on mobile? Millennials rarely look at posts or emails on laptops. They skim quickly. If they are your audience, don’t go in for a long sales letter. They will never read it. Pictures and just captions will be better for them. If you audience is seniors, text is good. They will probably read on their computers but don’t make the type small. Hard to read. I think you get the idea. Last word here on images. Pick images that attract your customer. If you are a realtor and you are selling to families, don’t have only million-dollar homes on your posts or website. Those younger people will run for the hills or another broker feeling intimidated.
I would like to finish up this blog focusing on #1 your ideal customer. In the online marketing world, we call it an “AVATAR”. It’s a digital computerized person. Some of you may have seen the movie “The AVATAR” and know what I mean. You may have come across that language in other blogs. Picture your ideal Avatar walking into your store, calling for a coaching class, buying your class, buying the house you have listed, or calling for an insurance quote. I don’t care what business you have, we all have our ideal “avatar”.
If I asked you the question, “who is your ideal “avatar”, how fast could you share the details so I could visualize that person? Taking it one step further, if I asked you “what keeps that avatar up at night”, would you honestly know the answer? If you aren’t sure, it is imperative you find out. Step #1 is knowing the mechanical specifics of that avatar. Step #2 is what makes them human and have needs that your products solve.
Take out a piece of paper and start jotting some notes. Before you are done, you will know who that avatar is. Stats: women, male, children, single people, married, divorced, geographical location, income, age – things like that.
Next write down what Issues or challenges could influence your Avatar buying your product/service. Humanize. Retiring without any idea with what they are going to do with their time. Someone unhappy with their job. Want more out of like outside of work. Could be introverts and have trouble making friends. Have just moved to a new city. May be dealing with family issues – medical or mental and need guidance. Want changes in their life but don’t know how to begin? May want to travel but really don’t have a plan or where to go? Going through a divorce. Trouble with children. Maybe they want more money, more time, or need to learn new things quickly. How can you help? If I owned a pizza shop that offered a vegan and gluten-free menu, I would appeal to those people who like that food for health reasons or social conscious reasons. My avatar sure wouldn’t be someone who eats at McDonalds. I am a color stylist and my services are expensive, I don’t want to advertise to the little old lady who loves her white hair and lives on a fixed budget. Which of these issues does your product solve?
Lastly, how can what you offer help your customers and make a difference to their lives? How can you help you clients meet their dreams and goals? More fun, happier life, more income, better health!!
Hopefully, this blog is giving you some inspiration to take another look at your online messaging. Know who your primary avatar is. Then see if you are attracting that person. Whether you are growing your business organically or with paid traffic, it will save you a lot of time, money and frustration. Zero in on your best client so they can recognize and find YOU. You can get that baby (your avatar) to sleep through the night and not cry. Just like in this picture, happy baby with a happy Mom.