Your Ideal Client
One of the most important foundational principles of marketing is knowing who your Ideal Client is. When you understand the exact definition of your Ideal Client you can target them with exquisite precision.
Without this clear understanding your small business marketing materials are like “pearls to swine”. Your outreach falls on deaf ears. Where you have a limited budget of time, money and energy to spend on marketing – this targeting is essential to create maximum sales for your efforts.
Make sure you have written down the Demographic and Psychographic features of your Ideal Client first. Then here is the next step.
Freeze Frame the moment they make their purchase decision.
Just like in the NFL, imagine a super slow motion camera focused on your Ideal Client as they finally make the decision to purchase the product or service you provide. You want to understand as much as possible about exactly what just happened.
- What happened in the hours and days before they made their decision that set up this choice point?
- What happened (or failed to happen) just before they made the decision to buy – what was “the last straw”?
- How did they make the purchase – online, on the phone, in person?
Understand this critical decision point for two reasons:
- You want your product or service to be in front of this Ideal Client in that moment they decide to buy.
- You can incorporate the components of their natural decision point into your small business marketing materials and shorten the decision cycle.
Take a moment now to imagine that slow motion film of your ideal client’s buy decision. Better yet, choose a couple of ideal clients from your current customers and interview them. Ask them to slow way down and describe in detail what was going on and what they were thinking when they decided to buy – and why they chose you.
Once you understand this choice point freeze frame, you will use this knowledge to increase the impact of every prospect interaction.
Dike Drummond is a Pinpoint Coach, click here to book a half-hour coaching assessment.
Oh, and by the way, take a look at Studio Pinpoint’s ideal client profile right here.
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