This is going to sound extremely basic but here I go...
SELL THE PROBLEM NOT THE PRODUCT.
In this article we are going to talk about understanding the lifestyle of your ideal client and how to craft a message which addresses their pain points.
Part of the reason why most new businesses owners struggle in sales is due to poor messaging. If we got REALLY honest, some of you guys need to spend more time identifying the problem of your ideal client. If you haven’t done so - you may need to go back to the drawing board and clearly identify your ideal client.
Here is a guide if you need help identifying their characteristics, behaviors and interests.
Know your ideal clients heaven or hell, their current lifestyle and their future destination if they have not received your product or service.
This is not an easy exercise. DO NOT RUSH THIS PROCESS. A client of mine spent almost four years, four years building up a Facebook group filled up with over 500 women who were not interested in her services.
And why was that?
Her message was inconsistent.
She posted tons of inspirational quotes filled with images of young girls. Unfortunately, her ideal client is a married woman aged 35-60. If I were a 50 year old grown woman filled with angst about my grown kids and a turbulent marriage, I don’t think I would feel inspired by seeing cliche quotes alongside pictures of a young girls.
When your message is consistent, EVERYTHING you do (marketing wise) will align with the pain points, desires and needs of your preferred customer.
Take your time to really tap into the psyche of your ideal client.
Once you have a clear idea about who they are, then you can start writing targeted messages that attack their pain points.
Sample Marketing Message
For example, imagine you are making a marketing message for a health coach. Here is some basic information:
Target Audience: Exhausted Christian Women, aged 35-50.
- Harness the power of their inner strength so they shed excess weight and feel lighter.
- Discover foods which nourish and boost their physical energy.
- Unleash mindset blocks so they improve their mental and emotional well-being.
- Build healthy relationships with food so they eat to live instead of living to eat.
- Identify their root stressors that cause them to resort to food as an emotional clutch.
- Replace toxic and damaging coping tools and replace them with healthier ones.
Start leaning into those ideas and showcase how your product or service make their customer's life EASIER, HAPPIER and FUN.
Lean into their pain points and show them VALUE.
This should be all part of your customer purchase experience. I wrote an article about creating a know, like and love campaign. This will take your ideal client from skeptic to raging fan.
Once you identify your ideal client persona, start thinking about specific TOOLS you can provide.
I hope this helps someone - you can always feel free to reach out if you have any other questions.