The Greatest Success Secret of All and where most People Stuff it up

The Greatest Success Secret of All and where most People Stuff it up

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Carrying on from previous “Direct Mail Secrets”, here’s probably the most important of all.

Now I could bury this secret of all secrets in the copy or I could just spill the beans right now. Let’s try the latter…

Knowing Exactly WHO You Want to Influence (Attract) Is Everything.

It may sound simplistic but by clearly defining and clearly understanding your ideal “Who” is the most important part of the game. You could easily call it a niche. You see treating your market as a giant mass of human meat is a losing economic model. You will work harder, spend more and make less money choosing that road.

What I prefer is an exclusion process where you only pander to those who would want what you have in the first place. I often use the term “drilling-down”. In other words, drilling down to find your ideal prospect or client.

You see if you can’t define them, you can’t find them. There are 3 ways of course to define them. The first is GEOGRAPHICS and that’s pretty simple. It’s a geographical area you draw most of your prospects and clients from.

Then there is DEMOGRAPHICS, the physically oriented stuff like income, age, sex, race, employment, education, home ownership etc. Then finally there is the PSYCHOGRAPHICS. That’s their interests, beliefs, values, buying motives, attitude etc. Sort of lifestyle preference orientated.

Knowing the psychographics gets you to the psychology of marketing. In summary, you need to define your ideal client or prospect on…

  1. Who they are
  2. What they do and
  3. What they buy

So how would you like to, right here, right now, solve 80% of your business problems. I am sure figuratively speaking, you responded with a resounding YES! Well, what we are going to do, if you are up for it is drill down and identify your ideal client. And the term we are going to use is your “Avatar”.

Taking the time to do this task in your business is arguably the most financially rewarding process you will ever undertake and it is where most people get it wrong. You see most business owners never ever fully understand and appreciate who their ideal “Who” is and that’s a BIG BIG MISTAKE.

And we have one goal in mind. It is so your “Avatar” gives you money in exchange for your goods and services.

The 8 Step Secret Formula for Identifying Your Ideal Client or Prospect

Step #1 Attach a name (Bill, Joan, Bob or Mary, heck Mal might be worth a try) to your ideal “Avatar”, prospect or client, you can make one up (IQ of 100 on average, 5 kilograms overweight, low self-esteem and .75 best friends).

Step #2 Write a list 1-10 what their biggest fears, frustrations, wants, desires and needs are. Fear is the most powerful motivator of all.

Step #3 Now prioritize them 1-10 based on the biggest emotional factors that motivate them.

Step #4 Now write down 1-10 the mistakes knowingly or unknowingly your avatar makes (can’t afford it, won’t work for me, too old, too young, procrastination, etc…).

Step #5 Write down 1-20 your ideal prospects traits (male or female, personality, where they live, what they enjoy, age, children, marital status, white collar, blue collar, retired, working, income, political persuasion, music they listen to, etc…).

Step #6 Write down 8-10 the traits most common to your “Avatar”.

Step #7 I want you to imagine the ideal avatar that you have described here, get to know them on a personal basis.

Step #8 From now on, when you are “talking” in your marketing, sales letters, emails, videos, adverts, website etc… I want you to talk to your “Avatar” as if they are sitting there with you.

Taking the time to do this task in your business is arguably the most financially rewarding process you will ever undertake and it is where most people get it wrong. You see most business owners never ever fully understand and appreciate who their ideal “Who” is and that’s a BIG BIG MISTAKE.

All the Best,
Mal

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  1. This is great! Dean Jackson & Joe Polish from ilovemarketing.com talk about this when when they say “choose a single target market”. This really puts practical legs on how to actually implement this in your business.

  2. As quality builders we know who our market is, next step is we fully qualify our leads, not interested in those who tell us we’re to expensive, wingers and tyre kickers. Only those who know what they want in life and are willing to pay for the best.

  3. Great tips thanks Mal. We are starting a new business from scratch in 2013 and this will really help us define our target markets BEFORE we start marketing. Should save us thousands.

  4. You have posted a couple of great posts lately Mal. You probably always do but a couple of your recent ones have really resonated with me. The practicalities of this post are outstanding… and weirdly obvious. Makes me wonder why business owners aren’t aware of this. And from experience I know the heaps of them aren’t. Thanks for the share. I’m going to share this with our group next week. Great value tip.

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