Flight School
The most important thing
The first step to implementing your brand with clarity is being crystal clear about who you want to serve with your business.
All of our brand packages include an ideal client(s) profile. This avatar is the personification of the research and targeting we do for your market. Why do we create this?
- To help your focus your business and marketing.
- To help you decide where and how to show up.
- To help you find your voice.
By understanding your customer you are able to speak directly to his wants/needs/desires. You can target your marketing messages by answering these questions.
What problem does your client have that you can solve?
What is her greatest desire that you can help her achieve?
Be aware that while you have an ‘ideal’ persona, that doesn’t mean that you won’t attract different types of customers, or that you can’t work with different people. Think of it like this. While this persona is the bullseye of your target market (i.e. has the budget for your services, is ready to buy, is a match in style and personality, etc.) you will have hits all over the dartboard if you aim for the bullseye.
How does this help you with marketing?
Let’s start with a basic question.
Where does your ideal customer hang out?
Does she attend networking events, or does she use LinkedIn to connect? The answer to this question will help you hone decide where to show up with your marketing efforts.
Finally, when you understand your customer you are able to speak directly to his wants/needs/desires. We find it is sooooo much easier to create marketing content, elevator pitches, social media captions, brochures (well you get the idea) if we visualize speaking to a real person (because you are).
For example; Perhaps you are a wellness coach whose ideal client is a busy working mom that wants to maintain her health. A post titled ‘Three five-minute workouts to slip into your day’ would surely catch her attention.
Action step.
Get to know your ideal client IRL.
Do you want to know what your ICA is really thinking? Ask. This week take some time to dive in and get familiar with your client. If you have already worked with someone who was your dream customer, or if there is someone you WANT to work with that is a perfect fit – take them to coffee and have a chat about what their needs and struggles are, and how your product or service could meet these needs. While you are there ask what his favorite platforms, networking groups, etc. are. Use this feedback to fine-tune your offering and your marketing strategy.
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