The straightest path to successfully attracting the perfect customer to your offers, services and products is by following these simple four secrets. If you have yet had a look at Secret 1 and Secret 2, I’ll kindly ask you to go back and get squared away on your purpose and benefits.
Got those squared away? Brilliant!
Now it’s time to square away your audience. Listen up, because as “simple” as the premise is here, it is by far the greatest stumbling block of the four secrets.
Well, many business owners balk when it comes to thinking “exclusively” (aka defining exactly who their services are for) and lean heavily to the most global of definitions.
And while it is true, you can service MORE people than solely those in your tightly defined audience, it is the very fact that you give yourself permission to get real close with your ideal client that allows you to uncover the PAIN and offer the SOLUTION they eagerly accept.
It’s like knowing exactly where they itch and knowing exactly where to scratch.
Ignore this, and it’s like you’re scratching just left of the itch and your help is not nearly as appreciated as it could be…
In order to get to the nitty gritty, to the itch, you have to have your purpose and your benefits already committed to paper, so grab your notes from the past two posts.
Let’s dive in:
In this step, you have to compare your ideal client to the purpose you stated and the benefits you uncovered.
Obviously, the ideal client has an itch, has a problem or issue you can solve. Your benefits should become their benefits from working with you.
So compare your benefits and purpose to the ideal client.
Here’s the main stumbling block you may be up against: Where to find your ideal client, how to define them?
Well, for one, your ideal client will likely be someone you enjoy spending time with (because who wants to attract dead-weight clients?).
And they are likely people you enjoy working with and helping.
In fact, they may be stuck in similar shoes you were once stuck in…
So this is the secret I tell my clients: Often your ideal client is found in understanding your own path. Where did you come from, how did you get here? This is likely where you will find others who are still struggling and whom you can perfectly attract. These can be “your people”.
Call Him Ishmael
Now, that is with a wink and plays on Herman Melville’s Moby Dick, but the idea is, you want to give your ideal client an identity. Give him a name, a profession, an age, family status, career…
These factors are what we call “target demographics,” which is simply fancy lingo for defining your ideal client. Doing this allows you the POWER of language. Because now you can specifically define Ishmael’s pain and tell him what the solution is.
And believe it or not, this gives your communication a much greater depth, perception and impact than if you hover over the global aspects of your services, products and offers.
You know the primary difference between Bruce Springsteen and Roger Wittaker? The primary difference is in the definition each gave to their Ishmael. When Bruce says: “Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time,” he assumes a consistency to serve his core, ideal listener. He never assumes he’s a musician and can therefor also scoop up die-hard Roger Wittaker fans.
Same holds true for you.
Your “customers” and clients will respond to a consistency of thought, purpose and of action — your action — over a long period of time.
So take this time and dig into your ideal audience, don’t be afraid to define your Ishmael.