What you need to know about your ideal client

2024 Author: Malcolm Clapton | [email protected]. Last modified: 2023-12-17 03:44

Hobbies and fears, the daily routine and speech style of your target audience - all this you need to know in order to give the client exactly what he needs, at the right time. And of course, increase sales.

Why do some people manage to reach the client, and the majority do not? There is only one secret: the former have studied their client well, and the latter decided that they or their product are too good to focus on just one, so they decided to sell to everyone at once.

Internally, it is very difficult for us to tune in to the installation “Find your ideal client in order to sell more efficiently”, because this contradicts the usual logic: “If you want to catch more fish, take a bigger net”.

But in some situations, the usual logic does not work: remember, for example, the rule for taking the car out of a skid - "the steering wheel in the direction of a skid", and not vice versa, as it seems to us correct. The same is in the search for clients: you need to clearly know who you are selling to, and not try to reach out to everyone.

The recipe for successful marketing is simple - know your client, and start by drawing up a portrait of him. At the same time, you must describe his day, what publications he reads, how he spends his free time, what worries him, and so on. But an important point is often omitted, which is understandable for marketers, but not for people who are just starting to run a business: why, in fact, are such details needed?

Let's figure out what you need to know about your client and why this is all.

Socio-demographic portrait

Gender, age, income, industry, location of the client will determine the positioning of your product, as well as significantly affect your price offer. If your client earns about 40 thousand per month, then he is unlikely to easily buy a consultation for 10 thousand per hour.

Interests

What books and media he reads, in what communities he is, where and with whom he spends his free time, what hobbies he has - all this will determine where to look for your client. Namely, the channels for promoting your product and possible partnerships.

For example, one repair firm found that its customers often listen to the radio on their way to work. Based on this data, they launched an advertising campaign on the radio, which brought them a lot of applications and was quite cheap. And it would seem, well, who is listening to the radio now?

Typical day

When he gets up, what he does in the morning, how he gets to work, where he spends the evening - this will determine your communication strategy with the client: when to write, what to write, in what social networks and at what time.

The eternal question of everyone who starts promoting in social networks is when to post. You won't ask it if you know when your client is logging into social media.

One of our clients has a space organization business. She sends letters to her subscribers on Sunday morning, because she knows for sure that it is at this time that they like to look through their mail.

Problems and fears

What he is worried about, how he wants to look in the eyes of others, what is he afraid of (being rejected, condemnation) - this will help you shape your uniqueness, as well as understand what objections (what stops you from buying) the client may have. This means that you can remove them in advance.

Many entrepreneurs at the start of a business worry that they are wasting money on advertising that does not bring results. Knowing this, an advertising agency can say “With our help, every ruble spent will bring you customers” instead of “We have been on the market for 10 years and know all advertising technologies”.

Emotions and speech

What he is happy about, as he says about it, favorite exclamations, words, expressions - all this will determine the style of your messages, their format and content, as well as the visual component, that is, advertising, post design, and so on. This can be found out both in a personal conversation and by observing your target audience on social networks.

For example, you have developed a program for young mothers that will help them gain strength and reboot. And if your message begins with the phrase “No energy and you want to run away from everyone?”, Then this will attract much more attention than “Help yourself to relax with the help of our program”.

Hard work? We don't argue. But it will pay off in full, because now all your advertisements, posts on social networks, or even packaging of goods will cause a reaction of “Wow! You read my thoughts! How did you manage it? "And not" Well, thanks for writing, but I haven't learned anything new."

And most importantly, you will never ask yourself the question "Where to look for clients?" You will know exactly where they live and how to interest them!