Immediately after making a decision about who your ideal client is, your next step is to create your ideal client profile via market research. It’s easy to gloss over this work, but you will create bigger results if you commit to connecting with the essence of your ideal client. Knowing who they are is not enough. By having an ideal client profile, you will speak to a group of people who will identify with your message. They will feel understood by you and the process of resonance will start to unfold. Writing to them, whether it be a weekly mailer, social media posts, a sales page, a teleclass or webinar, becomes easier when you understand core elements of who your ideal clients are, as well as their behaviors and attitudes. Not taking the time to create an ideal client profile puts you at risk of creating mediocre positioning. Mediocre positioning means that you will not serve at the capacity that you desire. You see, an ideal client profile captures strategic information that allows you to understand them from several perspectives.
Here are the strategic components of an ideal client profile.
1. Know Their Demographics. (who they are)
This is one of the most well understood marketing principles. We all know that knowing our ideal clients demographics is important as it speaks to who they are. Knowing their core attributes sends the message that you know enough about them to be able to begin creating resonance. In my business, I am really interested in knowing, “who she is, her values and interests. Having this information on hand also plays a significant role in finding your ideal clients on line.
2. Uncover their psychographics. (desires)
This is my favorite part of the ideal client profile and in my opinion, the most effective piece of information to have on hand. Psychographics differ from demographics greatly. In part, psychographics uncover their desires, triggers, behaviors and the language they use. Understanding your ideal client psychographics is powerful because it’s primarily driven by feelings. And we all know that people buy on emotion. So, if you understand their desires, you can more powerfully help your clients.
3. Package their challenges.
Packaging their challenges is when you can pull their core problems together, order them and articulate them from the perspective of “possibilities”. Again, like psychographics, it’s also framing the challenges and possibilities in their words and not yours. Leading with the possibility of the challenge helps break the problem down. By doing this, you immediately start to send the message, that not only do you understand their problems, but you have the expertise to solve these problems.
4. The Gap
Like the psychographics piece, the gap is a very powerful strategy to master when working with your ideal client profile. The gap refers to the space between where your ideal clients are and where they truly want to be. Knowing this information positions you to overcome their objections and powerfully guide them into the their place of possibilities. With clarity of the gap, you show your ideal clients that not only you understand their challenges, but that you have also created a path of transformation for them.
So what do you think? Can you see how by packaging “their challenges, digging deep for demographics and uncovering what triggers emotion into action makes for a very informative ideal client profile? Communicating with your ideal audience get a lot easier while positioning you as the expert!
Now it’s your turn to create or refine your ideal client profile!
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