A few days ago I posted a blog about talking to your audience. A friend is opening a catering service and he wants to sell to EVERYBODY.
Which is one of the most rookie mistakes that there is.
Everybody is different. Just look at yourself.
There are “a million” shoe brands. But you constantly buy the same 2-3 brands of shoes.
Why do you do that? Is it because you like the design?
Trust me. Other brands have a similar design.
Is it the price? Other brands also have a competitive price.
A friend you trust recommended the brand to you? Other friends that you trust could recommend other brands to you.
It all comes down to if YOU like or trust the brand. And the very first impression is how they talk to you. If you can relate to the message and ads, you are more than 50% sold.
What I want to talk about today is HOW to find the right customer for you. And HOW to talk to them.
In marketing we call it the customer AVATAR (or buyer PERSONA).
Before we kick things off I want to point out that all this stuff may sound pretty basic… and it is…
But it’s not only the easiest way to do it, it’s also the most efficient way to do it.
Everybody that has a successful business does this and there is no reason for you to do it otherwise.
There are different ways to go about finding the right customer. And they all come down to one simple thing.
Literally it’s that simple. Just ask the people stuff about them. People love to talk about themselves. So why not do it yourself.
If you stick until the end, I will throw in a recommendation of probably the most successful way to run surveys.
Let’s look into a few ways to do that.
Do you already have an audience?
This is easy. All you have to do is run a survey. But what type of questions should you ask?
First of all you need to define your demographics. These are age, gender, income level, business size etc. Basically anything that is important for you.
Here are a few things to consider:
- Income level
- Education level
- Age or gender of the children
- Married or not
- Business size
- Types of product offered
As you can see these can be anything that is related to your product or service. Don’t ever assume that you know these things. Even if you did run a survey in the past, you should always do this at least once a year.
Now that you know the demographics, it’s time to know them on a more intimate level.
This is again something that is crucial for you to do. This should be in every entrepreneur’s toolbox.
The way you phrase them is up to you. But at the end of the day you have understand your audience at a personal level.
Because in the end nobody wants to lose weight just for the fun of it. They have a reason why they want to lose weight.
I used to be “big boned”. And my reason to lose weight was because I ripped two pair of pants in one month. My clothes wouldn’t fit anymore.
Other people want to lose weight out of health reasons. It depends.
So here is what you need to figure out. Again, the phrasing is up to you.
- What is their biggest frustration. What keeps them up at night.
- What are they angry about
- What is their biggest desire
- What types of websites they visit every day
- What are they angry about
- What movies do they like
And the list goes on and on…
As you can see here, there is nothing you wouldn’t ask a person on your first date. Because this is the secret.
Don’t just keep talking about yourself. Ask your audience personal questions you would ask your date. Now you know what they are like.
And most importantly you know how they talk.
Yes, there are other types of questions you can ask.
I came up with a list of 10 questions that I always use to define my avatars. These questions are based on probably the best copywriter and marketer out there, mister Dan Kennedy. He, and other world class marketers, use these questions to define the avatar.
If you have the answer to these questions, you are basically whispering in your audience ears.
To get your copy of my 10 Questions To Define An Avatar Cheat Sheet, fill in your details below and I will send it to you.
Now that you have the answer to those questions, you also know the way they talk. You should know EXACTLY what they want, why they don’t have it yet, and what they think they need to get it.
All you have to do is to talk about EXACTLY those topics when you write any type of communication.
You can use their own language to talk about cultural references that they relate to. For example you can use movie references in a way that will make them relate to you.
Just think about the last time you were stuck talking to a stranger. Just last month I had a conversation with a complete stranger about movies and found common ground. Now I know what that person is into and every time we get together I know the type of references will work with that person.
What if I don’t have an audience?
A few months back I tested an offer in a very niched market. I had absolutely no idea how it would respond.
To begin with, we were targeting women and had no previous relationship with that market. Nobody knew who we were.
We started with a vague presumption of how the market is. And what we did was to create a website and publish content every day.
We wrote blogs related to the products we offered and what was our understanding of the market.
Traction and conversion sucked…
After a few posts we pushed paid traffic to the website and Facebook page and things started to move.
And here comes the manual labour.
We looked at who liked our page and who engaged with our posts. We opened up their Facebook profiles and tried to figure out common interests.
That entire exercise took me exactly 2 hours.
After 2 hours I had a big file of common interests of the audience that interacted with us.
It’s only normal to look at people who engaged with you. Those are the people who like you. They took a risk for other people to see that they like something that nobody has ever heard before.
What we did next is to change our communication to match their interests.
Let me give you an example.
Most of the people we researched were into psychology, coaching and self-help. So we created content based on these things.
“How being in shape can change the psychology of the person you are talking to”
Want to know what happened?
9 out of 10 people that we got on the phone with said:
“I don’t believe in coincidences. It isn’t a coincident that I saw your ad on Facebook. It isn’t a coincident that we are on the phone right now”…
That’s right. It isn’t a coincident. It’s called message-market fit.
How to create an avatar for your product WITHOUT an audience and with less headache
Alternatively you can do the following.
Every business owner wants awesome customers. Customers that they like and enjoy working with. If your customers are douchebags, then you will look at your business just like at a job. Which I highly recommend you avoid.
If you have a product idea but you don’t have an audience you can do the following.
Look at your immediate network. Look at your friends, family, business partners, people you are acquainted to etc.
Out of those people identify who would benefit the most from your product. Who do you think will find your product helpful and will like it.
Now, out of those people, who do you like. That is the key point.
Who do YOU like?
All you have to do now is reach out to them. You can contact them via email, Facebook, Twitter, LinkedIn, text etc.
Reach out to them and ask away your questions that we talked about earlier.
Just let them know that you are thinking about creating a product that will solve X problem or offer Y benefit and that you think that they would be a good fit. You want to work only with people that you like, and that is why you are reaching out to them because you want your audience to be like them.
Now that with have the basics covered, here is the recommendation that I mentioned earlier.
There is a guy who uses surveys to drive millions of dollars annually for him and his clients. He has probably the highest ROI using surveys.
I got the book on pre-order when it came out and it blew my mind. Ryan has a degree in neuroscience and has put it to good use with his unique way to run surveys.
Check out the reviews and get it.
Did you have a different way to define your target audience? What approach did you have for this? Hit me up in the comment section below. I would love to hear your thoughts.
Do you want me to help you with a made for you strategy for finding the right customer? Book a call with me and let’s chat.
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