When you talk to really successful people about how they market and position their business one of the common elements is knowing exactly WHO is going to pay for your advice. So today I’d like to share a practical exercise that you can follow that will help you nail exactly who will pay for your advice so that you too can market and position your business effectively.
The first step is to know who your avatar is. This is your ideal client who you want to deal with and who is happy to pay for your advice and recommend you to others. They want to do business with you and believe you are the perfect person to solve their problem. This is a critical point becasue once you can get this right the clients you attract will stay with you, invest more with you and really trust you because you deliver what they want. That’s who you should always do business with. I did this exact exercise myself many years ago when I started working with only Financial Advisers. Whilst there are thousands of Advisers out there, not all are my ideal client!
Before you jump into your marketing, you need to create a story, become a respected brand, deliver relevant and highly valuable content and become a trusted adviser. To do this, you need to know THEM.
Grab your pen!
Write down a real description of your ideal client. Imagine they are sitting across from you. The sorts of things we are looking for here are – likes, dislikes, income, gender, age, profession, fears, dreams etc.
What is causing them pain and frustration? What is their biggest problem? What could you deliver that would solve their biggest problem? What worries them?
What do they want? What is the real outcome they are looking for? The secret thing they want that isn’t tangible but a feeling or an experience? What does your advice give your ideal client that they don’t realise yet? What are the hidden benefits that they don’t know about yet?
Now have a go at the following exercise – fill out the blanks.
Hi, [their name]. I know it’s not easy being a [their age] year old [their gender] who’s trying to [their desired outcome]…especially when you’re tied up most of the time working as a [their job]. And when you think about [their biggest problem], it can seem overwhelming. So I want to just take a minute and let you know everything is going to be fine. How can I say this? becasue I know how you feel. Getting [their desired outcome] wasn’t easy for [other clients you have helped or even yourself] and they all had challenges like you do now.
If you would like help creating your story and your marketing message then please, feel free to contact me directly via email firstname.lastname@example.org and we can schedule a time to chat about how I can help. Thanks for reading this practical exercise and please give it a go!