Would you like your marketing to be more effective?
Focus on who you are marketing to.
For example, when you buy Facebook ads, they encourage you to be specific about which age group, which gender, and what specific interests they have.
A man in his 30's has very different life challenges and considerations than a woman in her 60's... and each needs to see a different marketing message.
Do you believe that your service can help many different types of people? If so, are you trying to market to all of them by casting a wide net? No wonder your marketing is ineffective...
The fact is: there are specific types of people who are a better fit for your service than others, right?
You don't just "serve everyone" and "solve all kinds of problems" with equal effectiveness.
So, who are the ones you serve best?
And what problems does your service solve best for them?
As you get clearer on your responses to these questions, your marketing becomes more effective, you'll get more referrals, and you'll be making a deeper positive impact on your clients.
Imagine a person representing your ideal client. It could be one actual client, or it could be an imagined combination of several clients.
This is called an Ideal Client Persona. (Other ways of describing this includes Buyer Persona, Client Avatar, Customer Profile, the Perfect Customer.)
If you haven’t worked with any clients yet, then look at your friends/colleagues. Who are the 5 people you think could serve best as a client, if they weren’t already a friend?
If you have already worked with clients, then list out their names, at least 20. Then circle the 5 that you most enjoyed working with, the ones that got the best results.
Then answer these questions...
You can find out the answers to the above by (1) observing their social media profile and posts for clues, (2) having an actual conversation with several of your ideal clients (if needed, ask your friends for introductions to supportive people who might be willing to have an informational interview with you), and (3) talking to friends of theirs.
After you answer the above questions about your ideal client, also answer it about your less-ideal clients.
What are the differences between your ideal and less-ideal clients?
If you'd like to, share what you’ve learned by commenting here. Don’t share any names, of course ;-)
Remember the Reticular Activation System: when you get clear whom you're looking for, you'll naturally come across more of them. The law of attraction really seems to work for human relationships, including finding ideal clients!
Now that you've created your ideal client persona, revisit it once a week, to really ingrain their being & personality in your mind and heart, so that you'll naturally speak and write more resonantly for them.
Additional helpful videos:
Write your client stories
Narrow your niche
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George Kao is a Marketing Coach for Counselors, Coaches, Speakers, and Authors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
For George's most recent writings, visit his Medium.com profile.
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