One of the biggest challenges my clients face is knowing their Ideal Client. REALLY knowing their client. This is not an easy task, and definitely requires some trial and error to get right. Here's how I suggest you approach it...
Ask your existing clients what their greatest challenge is, what they want to achieve, and what it's costing them. These are the standard questions. Pretty much every business coach or mentor would give you this advice. Essential though this is, it does not take you anywhere deep enough.
We need to get beneath the surface problem to what's really going on. So step into your ideal client's shoes for a moment and...
- Feel what they feel
- Hear what they hear when they talk to themselves
- Look around and see what impact this particular problem or situation is having on their lives right now.
When you are in the midst of their problem, how do you feel? What emotions are coming up for you, as you imagine yourself in your ideal client's shoes? Write it down.
What do they say to themselves? In their position, what do you say to yourself? That self talk is emotional; it's critical; it's disparaging; it's incessant. Write it down.
How is this problem impacting their lives? How would it impact your life? Are they so stressed out or exhausted they're miserable or bitchy with those they love? Are their kids playing up? Are they on the verge of burnout? What are the real consequences of this problem?
That's what you want to know. The juicy bits. Those thoughts, feelings and personal circumstances that they are really struggling with and want to change.
Use these words, emotions and refer to their circumstances in your marketing, and your clients will resonate with them. They'll feel -- no they'll know -- you understand them and can help them.
Clients on my Breakthrough to Business Miracles program do this physically -- it's a hugely powerful exercise that gets them set up for crafting a sell out High End Offer to their clients.
For a taste of what crafting that high end program involves, download this definitive checklist I go through before I create any new program. And join me behind the scenes of a successful launch.