The secret to success in business is aligning all your goals to the needs of your customers. So you need to connect with your customers to understand their needs.
For that, you need 3 things:
1. Define your ideal customers
2. Build the relationship
3. Get meaningful feedback
So let’s break them up.
1. Define Your Ideal Customers
There are two core aspects to define your clients. Demographics and psychographics. Demographics are things like age, location, gender, income, profession, education, etc.
Psychographics are desires, fears, and the overall story they tell themselves. Today we will focus on psychographics because that’s where the magic is.
Think about it… is it more important to put them in a box or to identify when they are ready to take action related to your area of expertise?
Answer the following questions:
Who are they?
What do they want?
What’s stopping them from getting it?
What’s important to them?
What are their interests?
What are their hobbies?
How does a day look in their life?
Where do they get their information?
Where do they gather with their tribe?
What do they need?
How can we exceed their expectations?
What words or phrases do they use to describe their desires?
What words or phrases do they use to describe their struggles?
Once you have that, come up with your ideal client description by putting everything together in a single sentence.
“Creative leaders and healers who want to help millions of people by sharing their gifts (skills and knowledge) but are struggling to reach more people, stand out from the crowd, and attract their ideal customers with digital media… they just need clarity, focus, and direction to create a huge impact!”
Once you can describe your ideal customers in one phrase, it’s time to start connecting with them.
Read the next section to learn the secret to building a relationship with your tribe across the world with the power of digital media.
2. Build The Relationship
Building those relationships is about caring about your people.
People notice when you just show interest in them when you want something from them (most likely money).
So we need to change that dynamic.
Instead of showing up to ask, we are showing up to give.
Find a way to show up consistently where they spend their time and gather with other people like them.
Then, bring value to their lives. And identify what’s the biggest transformation you can help them achieve.
On the next page, you’ll find a quick recipe to attract dozens or thousands of your ideal clients every month with 5-15 minutes a day.
Recipe: attract dozens or thousands of your ideal clients every month without spending more than 15 minutes a day.
Identify Instagram or Youtube accounts followed by your ideal clients.
Study them and find similarities in their content, message, and visuals. Create or curate content that attracts your ideal customers. Distribute it using the right hashtags, titles, and descriptions.
Show up 3 times per day to share your truth and gifts.
Include an invitation to contact you at the end of every post. Reach out to the people who react, comment or share your content. Engage with other people’s posts and comments.
Deliver massive value with positive energy.
Do this consistently and when you realize you’ll have dozens of powerful relationships with people who share a vision of the future with you.
Now you can start making plans and creating things to help them improve their condition by using all your capabilities.
For that, we need to gather intel.
That’s why in the next section I’ll share with you a script to help you get the information you need to craft an irresistible offer and create engaging marketing materials.
Get ready to obtain your best tools to skyrocket your conversions.
3. Get Meaningful Feedback
Never take unsolicited advice from someone who is not a role model for you.
Not every opinion matters.
But we need to listen to what’s important about the opinions that matter. Understand what the right people like about us. And what the wrong people hate about us.
Both are equally important!
But for the sake of this cheat sheet, we are focusing on the right people. We need to get the right information from them so we can actually use it.
You can spend 5 hours on the phone with someone talking about chickens when you actually had to talk about business goals. (Real-life story)
In the next pages, you’ll find a script to get the right information from your market research in just 15 minutes.
Script: get the right information from your market research in just 15 minutes
Set the appointment
Subject Line: I would love your advice…
Example message: Hi John, I hope you’re doing well. Your Burning Man photos on Facebook look so fun! I wanted to reach out because I’m working on launching my coaching program. Your input would be invaluable! I have a couple of specific questions I’d like to ask you and there’s no pitch, no catch, no strings attached. Would you be available to speak sometime on Tuesday or Wednesday for about 20 minutes? (I can also work around your schedule, so feel free to suggest a couple of other times if that’d be better for you.) Thanks in advance for any help you can provide!
Set up the call
“Thank you so much for spending time with me today!
Before we begin, I want to make sure we have 20 minutes on the clock.
I want to respect your time.
During this call, my goal is to get as much honest advice as I can about what I’m working on for my business.
Don’t worry, I’m not trying to sell you anything, I’m genuinely looking for feedback.
Is it okay if I take notes –
I don’t want to forget anything you say….
Before I ask my first question, do you have any questions for me?
(Answer if applicable…)
Let’s get started…”
Ask Strong Questions
- When it comes to ______, what is your biggest challenges or frustrations?
- How do these problems negatively impact your life? Can you give me an example
- What goals do you have for _____ this year?
- If you could have any question answered about ____, what would it be?
- Have you ever worked with anyone to help you with this particular problem? What did you like/dislike about the experience?
- If you were hiring someone to help you with this issue, what top 3 things would you look for in the person you chose to work with?
- What do you think the lowest reasonable number someone could charge who is just getting started? What about the highest?
- How much would you pay for a premium service from a professional that would help you achieve _____/overcome _____, for good?
End The Call Well
“Thank you so much for your feedback and advice! I really appreciate you and your time. I’m planning on interviewing about 25 more people. Is it okay if I follow up with you if I have any other questions or learn something new that may be interesting to you? Great! I’ll talk to you soon!”
Then, send them an email/voice-memo/video thanking them, again, saying…
“Hey ____, thanks so much again for your time yesterday. I’m still going over my notes and am so glad I interviewed you because you gave really great feedback. Anyways, I hope you’re having a great day! Talk soon!”
One 15-minute call and you have all the information you need… from that person.
Talk to 10 people and you’ll find an interesting variety.
Talk to 50 people and you’ll see patterns.
Talk to 100 people and you’ll be a fundamental member of your tribe.
We’ve covered quite a bit in the previous pages, so let’s do a quick recap.
RECAP: how to connect with your ideal customers
There are 3 steps to connect with those who benefit the most from your unique set of skills and knowledge.
1. Define your ideal customers
Identify who you want to work with and the transformation they desire.
2. Build the relationship
Show up to share value and become genuinely interested in your tribe.
3. Get meaningful feedback
Ask the right questions and boost your marketing with 15-minute interviews.
PS. Every business is human to human, never forget that for thinking in B2B or B2C terms.
Always show up as your most authentic self.
Talk about your beliefs, values, and perspective.
The right people will raise their hands and take a step forward.
But it’s easier said than done…
So feel free to reach out if you need help creating an actionable plan to communicate your message clearly on digital media to scale your impact.
Send us an email today and we are happy to help.