Uncover Your Messaging – Help
This section will grow so please make sure to check back if you have a question and haven’t been back in a while.
I’ve done an ideal client exercise before and I had to choose one person. Do I need to do that?
I find choosing one specific person can make this type of task more challenging. If it’s easier for you that way though feel free to go ahead and choose one person.
The purpose of the task is to know your ideal clients’ hopes fears and dreams so that all of your business communication feels to them like you are inside their head, like you get it.
How important is it to narrow the target group down to very specific group? I struggle with defining my potential clients as they are: men, women, business and non-business people and they can have very different kind of backgrounds.
The answer is you can choose to target people more generally, to take an example – people who want to have more meaningful lives, but it will make doing business more challenging than if you do choose people with a specific struggle.
You have to be able to speak to your audience as a group and the more specific you can be the better – think about this in terms of blogging. Men often view issues completely differently than women. A 25 year old has a completely different worldview than a 50 year old. None of this may matter for your work, Life Coaches this is likely you, but it is hugely important in terms of your marketing. If you keep all your blogs generic it will make it really hard for people to resonate with them because they will, by nature, have to be non specific.
The more general you are the less enticing your website and content will be and the more expensive any kind of paid marketing you do will be. This makes it difficult to scale online.
I would encourage you to narrow it down a bit more. What kind of age do people hit this issue? Is it more men than women? Does it hit people who have done the career thing more strongly than those who have family?
One way of combating this is to start with who you think your favourite clients would be and once you have nailed that you can always branch out.
What is a branding?
A brand is much much more than a brand name or a logo or a colour scheme. Those things are the visual expression of a brand, which is known as brand identity.
A brand is what your customers or potential customers thinks and feels when they hear your company name. It is the emotional relationship between a business and its customers, whereas brand identity is related to the look.
Branding is the process of creating this connection.
While this may sound implausible if you come from a non marketing background, how a potential client feels about your brand is going to make a big difference to whether or not they will buy from you.
Harley Davidson don’t sell the fastest or most powerful bikes but many people aspire to own one. Apple doesn’t have the highest spec computers but I wouldn’t switch to Microsoft if you paid me.
There are many factors at play here and we are operating without million dollar marketing budgets, but showing your customers you know exactly what they want and need and creating an emotional connection is the most powerful strategy you can use in your business set up to ensure people will want to work with you.