In a noisy and crowded world, how do you stand out and connect with those who want and even need what you’re offering? The answer is surprisingly simple.
As a business owner and mom, I'm always trying to figure out how to get more done in less time. Reaching out to potential clients, following up on inquiries and communicating about new opportunities can devour a lot of time simply with composing and replying to emails.
I use Google Apps for a lot of my business back-end and was getting desperate for a way to cut down on the time it takes me to send out personal emails and track responses… and I wanted it NOW with basically zero learning curve.
That’s when I found a magic combination: Google Lab’s Canned Responses + Boomerang for Gmail.
Once I installed and started using these two tools, I literally cut in half the time that it takes me to send emails… instantly doubling my emailing productivity.
Did you know that the largest segment of your Ideal Client pool either isn’t aware of they have the problem you can solve or they are aware of it but not actively looking for a solution? In fact, at any given time, only about 3% of those clients who have the problem you can solve are actively looking for a solution by scouring the internet for answers, asking friends for recommendations, making telephone calls and so on. Most companies are in a dogfight for that 3%, which plants the businesses squarely in the red ocean talked about in Blue Ocean Strategy. If you’re only chasing that 3% with your marketing strategy, you likely find yourself swimming among some big sharks in your field.
However, if you inject greater influence into your messages by setting your clients’ buying criteria, your marketing materials (via Education Based Marketing, as well as traditional marketing copy) will not only ring true to the people who are actively looking for the solution you can provide (a very small percentage of your Ideal Clients), but you will also capture the much more numerous inactive Ideal Clients who have the problem you can solve and who are either aware but not looking for a solution or unaware they even have a problem.
If you can’t “get inside your customer’s head”, your emails, marketing messages and programs won’t connect at all or not at a deep enough level to keep your customers coming back again and again. You’ll end up wasting your time and money targeting clients who don’t have the problem you can solve and won’t buy what you’re offering.
You must figuratively turn yourself into your customer and create your messages and learning curriculum from that space. Dive deep into your customers’ minds, their emotions, their motivations, their lifestyles in order to understand them, create products and programs that serve them and connect with them so intimately that they think, “How did she know how I feel? She gets me! And she may just have the solution I’m looking for.” Using this strategy is also how you turn average customers into Raving Fans who happily buy practically everything you offer.
I’ve outlined below 3 Critical Keys to Identifying and Connecting with Your Ideal Customers, each with a series of questions to help you dig deeper and discover exactly who your Ideal Customer is.