Revenue Streams - Ideal Customer Avatar - Part 2

Module 2

Transcript

1. Ideal Customer Avatar 21
2. 22 Here's What You'll Learn In This Module • Why what you’ve likely been told before about choosing your target market is totally useless • My proven methodology for going WAY deeper than you’ve ever gone before, and the big results that come from this level of exploration • Why getting to the bottom of your customer’s irrational fears and deepest desires is imperative for a profitable business
3. 23 Why Your Ideal Customer Avatar is Important • Your marketing will be generic and ineffective • You'll attract less than ideal customers and business will not be fun • No matter how hard you work, you'll struggle to reach your business goals, yet you won't know why Without Your Ideal Customer Avatar ...
4. 24 Once You Create Your Ideal Customer Avatar • Marketing becomes massively easier and more effective • You’ll attract ideal customers who are perfect for you - business will be a pleasure! • You’ll reach your business goals a lot faster
5. 25 Why MOST Target Market Talk is Useless • It’s often way too general - like “stay at home moms” or “small business owners” • It’s arbitrary - you pick a target market to focus on just because you were told that you had to specialize • Fails to drill down to one specific person. This is vital if you want to sell anything • Rarely goes deep into the psychology of the customer, which is where the real “buy triggers” are in any market • You're never taught how to get in YOUR CUSTOMER’S shoes and see life through her eyes
6. 26 A Proven Methodology for Going Deep • Stop thinking like YOU - turn yourself into your customer • You can’t do this unless you listen to your customers; observe them, really take the time to get into their heads • This is much harder than it looks • Requires you stop believing YOU already understand everyone and know what they want • Open your heart and mind. Start to see the world through their eyes. If you need some support here, don't worry - I have exercises coming up to help :) If you want your business to succeed, you must learn to think like a customer
7. 27 A Few Notes Before We Start ... • If you're just starting your business, you'll complete this exercise for your brand or your very first offering • If you're more established in business and have several revenue streams (i.e. different products, services or programs) do this: - Choose ONE offering that you want to sell more of. Select a product, service or program that is your most profitable or one you are most excited about launching and do the avatar exercise for this offering. - Complete a new ideal customer avatar for each unique product, service or program you have.
8. Revenue Clarity - Your Ideal Customer Avatar • First list all the common traits of your ideal customers - both demographic + psychographic • Then, roll all those commonalities into ONE specific person. Give them a full identity (name, age, occupation, hair color, family, etc.) • I even suggest pulling an image from the internet. Grab someone’s face from social media or Google. (This is an INTERNAL exercise for you so it’s nothing you're going to share publicly.) • Step into his/her shoes, see life through her eyes and feel her emotions as you write a story as her, not as YOU. • Listen to “Jenny’s Story” as an example ... 28
9. Revenue Clarity - Your Ideal Customer Avatar 29 I'm terrified. I was so excited about starting my own coaching business and bringing in extra money for my family so I could contribute more to Carter's college fund, buy a new car, take John on a vacation, and finally get a new laptop. But now that I'm about to finish up my coach training - which took money away from the family, and John was pissed at that... now I need to spend more money on a website and marketing training so I can get clients! I don't know if this is all going to work. There are so many coaches out there and I'm wondering if I'm really that great of a coach anyway. Will people really hire me? And why should they... when there are so many coaches out there with more experience and who are probably better than I am - plus I'm not making any money so I feel like a fraud! I'm so confused. Should I even keep at this? I'm so ashamed. I told everyone in my life I was becoming a coach and doing my own thing ... If I bail out now everyone will think I'm a flake. I'll be totally mortified. But if I continue I'm afraid John is going to kill me because he thinks my business is some "woo-woo" that's costing us tons of money. He says I should get a part-time job and stop living in a dream world - especially in this economy. Maybe this whole thing is a load of crap. I don't want to talk to my coaching "mastermind" about how scared I am because I'm afraid I'll look weak and like a loser - and I don't want them to try to "coach" me out of it. I'm scared and I don't know where to turn or what to do - I feel totally paralyzed.
10. Revenue Clarity - Your Ideal Customer Avatar 30 UBER IMPORTANTE! You may feel lazy and want skip this exercise or just do it in your head. DO NOT MAKE THIS DEADLY MISTAKE! The ideal customer avatar is challenging but vital to your business success
11. Revenue Clarity -Your Ideal Customer Avatar • When customers have a problem, they feel desperate and alone - like nobody in the world could possibly understand • Knowing irrational fears lets customers know you understand exactly what they’re going through and that your product/service is the perfect solution • Knowing deepest desires demonstrates you have a vision for them; you believe in them and can help them get where they want to go • When customers feel YOU understand them better than they understand themselves - you’ve established a deep level of trust • Deep trust = sales, repeat customers and a long-term business 31 You Must Know Irrational Fears + Deep Desires
12. Revenue Clarity -Your Ideal Customer Avatar • Download your PDFs • Complete the exercises immediately • This is not a one time event - your ideal customer avatar will evolve over the life of your business • It’s also important to create a new ideal customer avatar for each product, service or program you launch • Report your breakthroughs, blocks + questions: SUPERNOVA@LikeaCelebNYC.com 32 Take Action Now