I’ve got good news, and I’ve got bad news. I like to start with the bad news and rip it off like a band-aid.
The bad news is…
Not everyone can be your client.
Even though it would be amazing to help everyone, the sad truth is that’s just not possible. For example, not everyone is going to need help with things like marketing and sales. But business owners need help running ads, testing, metric analysis, and all that other boring stuff.
Most business owners like to focus on what they do best. A photographer loves to take pictures, a plumber can fix that leaky faucet, a marketer can get you more clients, a…
Well, you get the idea.
And the good news?
Once you find your ideal clients, just mentioning what you do will practically sell itself.
In this article, I want to share with you the importance of knowing your audience and how any business owner can easily identify their ideal client.
Throwing a Hand Full of Darts
Imagine you and your buddy playing darts at a local dive bar, and you bet that you can throw 10 darts at the same time, and one of them will hit the target.
After you fling those bad boys, and with the utmost confidence, you end up missing all 10 of them!
This scenario is not so different from running 10 ads and hoping anyone who sees your ad needs what you’re offering.
The key word here is “hoping”, and we shouldn’t hope when money is involved.
I know it’s tempting to do this, I mean you see big companies like Coca-Cola and McDonald's doing it all the time, if they’re doing it then it’s gotta be a good idea, right?
Well, it’s probably a good idea if you have millions of dollars to spend on advertising.
And for most business owners like you and me, we need quality over quantity. I prefer to focus on the person who actually needs my help.
Let’s aim for the bullseye with every ad we run, and let’s get it in front of the people who need your business the most.
The first step is to know exactly who your ideal client is.
Defining Your Ideal Client
I’m talking about the main person you are trying to help. Knowing your audience could be the difference between selling fine art to an Amazonian tribesman or the Millionaire playboy looking to show off his deep pockets to his hottest date.
The easiest way to identify your ideal client is to look at your competitor's reviews, even better if your business has its own reviews.
This will give you valuable details about your ideal client. Like writing styles, the language they use, complaints, what helped them, and so much more if you know what you're looking for.
This also applies to social media comments: Reddit forums, Facebook groups, and basically anywhere your clients hang out.
All of this information is going to help you understand your target audience.
Now whenever you are about to run an ad imagine you’re only speaking to that client you identified and no one else. When they see that ad, they are going to think “Wow, this company really gets me, they understand my problems and what I’m going through.”
So, to sum things up, the ultimate goal when running any ad is to make the client feel understood and that the service is specifically for them.
Doing a bunch of research could take up a lot of time, and time is money, after all. If you need help identifying your target audience, click here for a free marketing consultation.