1-4_Ideal Client Action Sheet
ACTION SHEET Week 4: How to Identify Your Ideal Client Before we begin, what do you already know about ideal clients? • • • •
You are an ideal client to someone else. Where/Who do you buy from again and again? What about them are you attracted to? What specifically does this person/company do that gets you to buy? Why would you consider yourself an ideal client/customer to this person/company?
Your Goal in Identifying Your Ideal Client and Customer The secret to making all your marketing efforts easy is to focus on ONE person.
Qualities of an Ideal Client and Customer • • • • •
They are able and willing to pay what you’re worth They have problems and challenges you love solving and working with They know you can help them and are motivated You actually like them! (You wouldn’t mind if they were your next-door neighbor) They respect your time, skills, staff, and space
Page 1 of 4 © 2012 Ali International LLC, 2029 Century Park East, Ste. 1400, Los Angeles, CA 90067 888-484-5559 toll-free • 888-750-5559 fax • [email protected] • www.AliBrown.com
How to Identify Your Ideal Client in 5 Steps Step 1: Your Ideal Clients Might Be YOU… a Few Steps Ago Step 2: Look Back at Your Favorite Clients and Customers • • •
What did you like best about them? Why were they great to work with? What made them good success stories for you?
The Two Ways to Define Your Ideal Client
1. Outer Qualities (Demographics) 2. Inner Qualities (Psychographics)
Step 3: Identify Your Ideal Client’s Outer Qualities (Demographics) • • • • • • • • •
Age Income Occupation Location Marital Status Kids Education Level Political Views Religious Views
Page 2 of 4 © 2012 Ali International LLC, 2029 Century Park East, Ste. 1400, Los Angeles, CA 90067 888-484-5559 toll-free • 888-750-5559 fax • [email protected] • www.AliBrown.com
Step 4: Identify Your Ideal Clients Inner Qualities (Psychographics) • • •
Fears Frustrations Hopes and Desires
Inner Qualities (Psychographics): Fears • • •
What do they fear the most? What keeps them up at night about your topic? What do they worry about the most around your topic?
Inner Qualities (Psychographics): Frustrations • • •
What do they complain about most? What have they tried in the past that didn’t work? What symptoms do they suffer from because of this problem?
Inner Qualities (Psychographics): Hopes and Desires • • • •
If they could wave a magic wand, what would they make better? What are their deepest desires – the kind they would only tell a close friend? What do they believe is possible? What are their likes and desires?
Step 5: Write a Description of Your Avatar
Avatar Description Example Nikki Stanton, a 37 year old divorced entrepreneur with a web conferencing business. She’s Internet and business savvy. Invests most of her profit back into the business. Lives in San Diego in a gated community with her 10 year old daughter, Madison. Involved in daughter’s school and drives her to dance classes. Has a home office making approximately $117,000 per year. Jogs 3 times a week in the neighborhood. She loves to find bargains on designer clothes. And dreams of visiting Italy with her daughter someday. Page 3 of 4 © 2012 Ali International LLC, 2029 Century Park East, Ste. 1400, Los Angeles, CA 90067 888-484-5559 toll-free • 888-750-5559 fax • [email protected] • www.AliBrown.com
Your Avatar Description Template _____________________, is a ______ year old ______________________. He/she is (Name) (Age) (Career)
Interested in ___________________________________. He/she loves to spend his/her (Interests) free time doing ______________________________________________. He/she lives in (Hobbies)
_________________________________ with his/her ____________________________. (Location)
(Family)
He/she makes $_________ a year. His/her biggest fear is _________________________
_________________________________________________________________________.
What he/she really dreams of is ______________________________________________.
_________________________________________________________________________.
Action Steps 3. 4. 5. 6. 7.
Your ideal clients might be you… a few steps ago Look back at your favorite clients and customers Identify your ideal client’s outer qualities (Demographics) Identify your ideal client’s inner qualities (Psychographics) Write a description of your avatar
How to Apply This Information in YOUR Business • •
•
Identifying your Avatar will make it much easier to write your marketing message, which we’ll be covering next week. Try this out right away. The next time you need to write an email to your list, write it to ONE person and notice how the whole experience of copywriting shifts. Notice the response you get. Allow yourself to adjust who your Avatar is as you grow your business. But choose someone NOW to start with.
Page 4 of 4 © 2012 Ali International LLC, 2029 Century Park East, Ste. 1400, Los Angeles, CA 90067 888-484-5559 toll-free • 888-750-5559 fax • [email protected] • www.AliBrown.com
You are an ideal client to someone else. Where/Who do you buy from again and again? What about them are you attracted to? What specifically does this person/company do that gets you to buy? Why would you consider yourself an ideal client/customer to this person/company?
Your Goal in Identifying Your Ideal Client and Customer The secret to making all your marketing efforts easy is to focus on ONE person.
Qualities of an Ideal Client and Customer • • • • •
They are able and willing to pay what you’re worth They have problems and challenges you love solving and working with They know you can help them and are motivated You actually like them! (You wouldn’t mind if they were your next-door neighbor) They respect your time, skills, staff, and space
Page 1 of 4 © 2012 Ali International LLC, 2029 Century Park East, Ste. 1400, Los Angeles, CA 90067 888-484-5559 toll-free • 888-750-5559 fax • [email protected] • www.AliBrown.com
How to Identify Your Ideal Client in 5 Steps Step 1: Your Ideal Clients Might Be YOU… a Few Steps Ago Step 2: Look Back at Your Favorite Clients and Customers • • •
What did you like best about them? Why were they great to work with? What made them good success stories for you?
The Two Ways to Define Your Ideal Client
1. Outer Qualities (Demographics) 2. Inner Qualities (Psychographics)
Step 3: Identify Your Ideal Client’s Outer Qualities (Demographics) • • • • • • • • •
Age Income Occupation Location Marital Status Kids Education Level Political Views Religious Views
Page 2 of 4 © 2012 Ali International LLC, 2029 Century Park East, Ste. 1400, Los Angeles, CA 90067 888-484-5559 toll-free • 888-750-5559 fax • [email protected] • www.AliBrown.com
Step 4: Identify Your Ideal Clients Inner Qualities (Psychographics) • • •
Fears Frustrations Hopes and Desires
Inner Qualities (Psychographics): Fears • • •
What do they fear the most? What keeps them up at night about your topic? What do they worry about the most around your topic?
Inner Qualities (Psychographics): Frustrations • • •
What do they complain about most? What have they tried in the past that didn’t work? What symptoms do they suffer from because of this problem?
Inner Qualities (Psychographics): Hopes and Desires • • • •
If they could wave a magic wand, what would they make better? What are their deepest desires – the kind they would only tell a close friend? What do they believe is possible? What are their likes and desires?
Step 5: Write a Description of Your Avatar
Avatar Description Example Nikki Stanton, a 37 year old divorced entrepreneur with a web conferencing business. She’s Internet and business savvy. Invests most of her profit back into the business. Lives in San Diego in a gated community with her 10 year old daughter, Madison. Involved in daughter’s school and drives her to dance classes. Has a home office making approximately $117,000 per year. Jogs 3 times a week in the neighborhood. She loves to find bargains on designer clothes. And dreams of visiting Italy with her daughter someday. Page 3 of 4 © 2012 Ali International LLC, 2029 Century Park East, Ste. 1400, Los Angeles, CA 90067 888-484-5559 toll-free • 888-750-5559 fax • [email protected] • www.AliBrown.com
Your Avatar Description Template _____________________, is a ______ year old ______________________. He/she is (Name) (Age) (Career)
Interested in ___________________________________. He/she loves to spend his/her (Interests) free time doing ______________________________________________. He/she lives in (Hobbies)
_________________________________ with his/her ____________________________. (Location)
(Family)
He/she makes $_________ a year. His/her biggest fear is _________________________
_________________________________________________________________________.
What he/she really dreams of is ______________________________________________.
_________________________________________________________________________.
Action Steps 3. 4. 5. 6. 7.
Your ideal clients might be you… a few steps ago Look back at your favorite clients and customers Identify your ideal client’s outer qualities (Demographics) Identify your ideal client’s inner qualities (Psychographics) Write a description of your avatar
How to Apply This Information in YOUR Business • •
•
Identifying your Avatar will make it much easier to write your marketing message, which we’ll be covering next week. Try this out right away. The next time you need to write an email to your list, write it to ONE person and notice how the whole experience of copywriting shifts. Notice the response you get. Allow yourself to adjust who your Avatar is as you grow your business. But choose someone NOW to start with.
Page 4 of 4 © 2012 Ali International LLC, 2029 Century Park East, Ste. 1400, Los Angeles, CA 90067 888-484-5559 toll-free • 888-750-5559 fax • [email protected] • www.AliBrown.com
