So, you have heard all about how you must be able to find your ideal client or else all will be lost and you now think that unless you are absolutely clear then nothing more can be done. Each day, you tweak your marketing copy, hoping and praying that this time, it will resonate with someone.
And then when nothing happens, you again feel lost with it all.
Unable to move forward or back because you know you want your business to work but you just cannot seem to get anyone’s attention… or so it seems.
Ultimately, you want clarity. You want to know who your people are and you just cannot figure out why it seems not to be working for you.
Can I give you a hint?
Just a little hint as you go scurrying around for clarity and specific words to speak to the people you think you must reach in order to make any progress in your business…
Are you listening? Because I really do not want you to miss this.
OK, here goes…
There are two things here that you seem to be missing.
1. You have to choose them and call them out
What do I mean? You know yourself and you know your product, right? So, really, who do you think wants it? Stop looking for the deep meaningful profound person – That person does not exist (well, at least not until you call them out by their surface issues!)
Most people are not going round getting all deep and meaningful about their issues and what they want. They have a surface concern and when you are a spiritually inclined business owner and all these gurus are telling you about your ideal person, you can sometimes get a little too deep.
Right now, think what does your person want and what are they trying to avoid? Write that down, do not go too deep, stick with the surface issues. She wants to lose weight – Not, she wants to understand the nitty-gritty of how her weight is affecting her health and psyche.
She wants more people to like the way she looks and ask her what she did to get there and she wants to do x amount of weight in y amount of days. She also wants her jeans from last year or pre-baby weight to fit her again and yes, she really does want people to tell her how good she looks, can you help? Yes, she is a little frustrated with her inability to stick with things but she does not really want to dig any deeper than that.
The chances are you are selling mindset stuff as well as all the facts and figures about why your particular diet is the exact one she needs but she doesn’t care. She just wants to know that you can help her. All your extensive explanations are irrelevant.
CAN YOU HELP HER?
That is all she cares about.
Again, you know you so speak in your own words. Recommend a solution with your marketing. And you know your product and how it can help but focus on the result SHE WANTS. Not the process or the things you think she should care about. She does not care about that.
Pop over to Amazon and look at some of the reviews for books or products in your industry – your people are there telling you what they want or do not want. Listen in. Pop into Facebook groups and listen in to the conversations going on there.
Here what your people are interested in and form a picture in your mind of what they want. Take them at face value – Do not try to over analyse it. Speak to them at their own level.
Pick someone as your ideal customer. Just do it and then…
2. Keep at it for longer than two minutes
All this jumping around from one way of stating what you do to another way of stating what you do is killing you and frustrating you no end. Except, you do not realize you are doing it, do you?
Let me explain further…
Today, you speak to one person with your marketing…
Tomorrow you think “Oh well, that did not work so I will now speak to this other person, they will be more receptive to my message” And then you go tweak your ads and your blog posts change the way they sound because you are now speaking to a different person.
Then the day after that, you change your mind again and think “I get it now… It is the other person that I am speaking to”
Ultimately, you are so erratic in your sound because you are trying different ideal clients out for size but you are not sticking with anything or anyone long enough to see it work.
As much as you want to believe it, nothing works in one second flat. You have unreal expectations about what to expect from your business and your marketing.
Everyday, you are throwing the baby out with the bath water and starting again and so, no customer knows who you are, what you stand for and why they should choose you.
You don’t even know!
You keep looking for clarity where clarity cannot be found.
Go back to number 1 above and just choose someone and stick with it until you start to hear from them and then tweak when you actually get data from a real customer and even then, be careful about that. One customer could be a fluke that wants things a certain way – Don’t change everything for one person. Glean information as you work with a few people and then decide what needs to be tweaked and only then tweak it.
This does take some discipline – Humans, these days, are not very focused for long and so we end up jumping from one good idea to another.
And be yourself each and everyday. Stop trying to be someone new for each new ideal client avatar you create.
Be you, call them out. Let your ideal customer come and then let your dealings with them refine your messaging. It will happen naturally if you let it.
And if you want more help with growing your business, then pop on over to RosemaryNonnyKnight.com/toolkit