“You’re the best dad ever!“
That was the out-of-the-blue response from my 7yo son a few days ago, shortly after I’d picked him up and thrown him in a big sploosh 💦 in the local swimming pool.
It’s what every parent wants to hear from their kids, right?
It got me thinking about how to be the best service provider for my target audience this year.
During the school holidays, we (and the grandparents) have been trying hard to keep our son amused daily.
Trips to museums, galleries and parks have all been great experiences but have yet to elicit the same kind of response.
So, what was different this time?
In the morning, I sat next to my son and asked him, “What would you like to do with dad today?”
He responded, “I want to go swimming with you in the pool and throw me high up in the air.”
Easy. Done.
I made the day the best experience he was looking for. I gave him exactly what he wanted.
Ok, great, Wil, you had a fun day with your kid, but what’s your point here?
If you want to engage with your target audience and make them your raving groupies, you need to understand three things clearly:
1️⃣ Who are you speaking to?
In my story, I was talking directly to my son. I wasn’t addressing the room in general. I knew exactly who I was talking to.
Who are you talking to when creating marketing blog posts, videos, emails or going live on Instagram?
Who is your ideal customer? Do you know? Do you have an Ideal Customer Avatar (ICA) written down that you can reference?
Target that one ICA in all your communications this year as if you were sitting next to them on the sofa or across the table at the coffee shop.
2️⃣ What are their needs and desires?
What do your ideal customers want, and have you backed that up with research?
How do you find out their needs and desires?
Ask them. 💡
Simply send out an email to your list and ask them what they want for their business this year, or you can send them a poll or a link to a quiz.
I do this research every year because sometimes your ideal customer’s needs can change. How much did your target market change during the pandemic, for instance?
How much is the high cost of living having an effect on your target market?
Ask them.
3️⃣ What problems do they need to solve?
When collating the research results, think about how you can tailor an offer for your ideal customer.
What are the common problems your audience is facing right now?
Craft solutions that solve those problems.
💲 You don’t have to prepare a hard sell.
Building brand, trust, and authority and moving people through your sales funnel is equally profitable, building for the future.
So if you want to build a group of raving fans and groupies for your business this year, get clear on who you are talking to and what they want.
If you still need to create an Ideal Customer Avatar (ICA) I have a template for you to get started with.
Download my ICA template: https://wilbrown.com/free-business-resources/ideal-customer-avatar-guide/
Talk later.
Wil.
