Whenever any business owner asks me for help, one of the first questions I ask them is…
“Who is your audience?”
I’ll ask them to describe their ideal client in detail.
Sometimes they say, “Everyone needs my product.”
I want to smack them.
Don’t worry. I haven’t smacked any clients yet. That’s just what’s going on in my head.
Sure, maybe everyone ‘needs’ your product, but everyone is not going to buy it.
Unless you’re a billion-dollar company with instantly recognizable brand recognition, you’re not going to get your message out to everyone.
You have to identify your most likely buyer.
Hopefully this is also the person who is going to get the best results as well.
Knowing the answer to this means you can focus specifically on them. Narrow your advertising as tightly as possible to reach them. Produce free content that attracts them. Create websites that speak to them in their language.
If you try to speak to everyone, you end up speaking to no one in particular.
You waste time and money trying to reach the wrong audience.
And all the time your ideal client is waiting for you to speak directly to their pain points and innermost desires.
It’s NOT always easy to pinpoint your ideal client.
If you struggle with identifying your most likely buyer, flip the question around.
Who isn’t your customer?
For example, one of my clients helps small business owners consistently increase their profits while reducing their hours.
That sounds like something every entrepreneur could use, right?
But not everyone can afford him…or apply his systems to maximum effect.
Someone isn’t a potential client for him until they have at least 3 employees and are earning $500k+.
His offer isn’t for start-ups or solopreneurs.
Making that distinction is important.
Knowing who you don’t want to attract can be just as important as who you want to attract.
A solopreneur wouldn’t have the team in place to implement the time saving and profit boosting systems he shares with them.
Even if they wanted to be a client of his, they wouldn’t achieve the same results as one of his ideal clients.
He offers a free strategy call for potential clients.
They have to fill out an online application first.
This weeds out those who don’t qualify.
But the targeting starts a whole lot earlier than this.
When running ads on Facebook, he can layer multiple interests to find entrepreneurs who match his profile. He can exclude interests that illustrate solopreneurs and business opportunity seekers.
His ads can call out to the business owner frustrated with their employees.
His lead magnet, emails, and videos can speak his ideal client’s language.
And part of the process was figuring out who wasn’t his customer.
Inside the “Report Library” section of the Monthly Mentor Club is a guide called, “How to Choose a Hungry Buying Market.”
It will show you not only have to choose a market, but also to better identify with that audience.
Everything in marketing starts with the customer or client.
Who are they? What are the most desperate problems you can help them solve? What will motivate them to take action?