So, you have a product or a service and you believe that near enough everyone should be utilizing and buying it. But they're not. So you feel frustrated, annoyed and possibly even felt like giving up from time to time. Thinking things such as;
'Why won't people buy my product?'
'I can deliver so much value as a coach, but I keep attracting in the wrong people.'
'Maybe I need to lower my prices so people can afford me.'
Or maybe even changing your elevator pitch every time you meet a new friend and/or potential client...(we've been here before too).
So why are you saying, thinking and doing all of these things and yet still feel as if you aren't getting the results you deserve?
Well my friend, that's because you are yet to define your target audience, and when we say define, we mean DEFINE.
Niche it down.
Create one singular target.
Small group vibes.
Because the thing is, we both know that your product or service could probably benefit the whole world, but when you through the line out too far, the likelihood is you're only going to be reeling in the dribs and drabs. You need something specific, something spicy and a place where you know how to show up, own and see returns. This article is going to give you the know how on everything target audience, from what it is, why it matters and how to find your own in 5 simple steps. Along with that we've thrown in our free Client Avatar download for maximum impact.
So, let's dive in, starting off with the what.
What is a target audience? Well, in simple terms your target audience are your potential clients. Now, whilst you believe everyone could be your potential clients, and that could be true, a target audience is a smaller group of individuals that fit the criteria of who your 'avatar' is. No, we are not talking about the tall blue creatures that live amongst the trees that come alive, we are talking about one person who you know inside out that would KILL to have their hands on your products or service.
Because your offering is so irresistible to them they can't bare to wait another day for it.
Because you are solving their biggest pains and problems with your product or service. Technically your target audience is a clearly defined group of individuals who are your IDEAL consumer. They're the people you want to sit down and have a warm cup of tea with and not those who you avoid like the plague or roll your eyes when their name appears on your phone screen. But why does it even matter who they are if you're making money from winging it?
Let me explain
Finding your target audience matters more than anything, the simple reason for this is because at some point down the line you will dread waking up to work with them, and the last thing you want to do is dread the job you have been working so hard to create as a business owner. Imagine this; You quit the corporate 9-5, you followed your dreams to launch your own business, you validated your offering and idea and began selling, yet a few months or years down the line you dread every moment with your client because they aren't the ones you truly want to be working with, they are in fact only there to serve one purpose: provide income. Not only that, the likelihood is that if your current clients aren't your target audience, they will at some point pack up and leave without much notice, leaving you high and dry in the process.
Nobody wants this, you don't, we don't. Nobody. And just to add in a little more negativity to this current section, the worst outcome of not finding your target audience? Not selling anything at all. The consequences? Fear, shame, self sabotage and crawling back to that awful corporate job you left in the first place. You know you have a message to share and an impact to create, therefore getting this right is key to the success of your business and brand.
So how can you ensure to define your target audience and get the right ones coming in efficiently?
When looking to define your target audience it's key to delve into more than just what they're looking for, we need to understand our clients behavioural and demographical attributes, from their age, gender and income, to where they are based, what their personality traits are and how they feel about themselves and the world around them.
Finding the right audience is crucial for your business, so to help you out, we've broken it down into five easy and manageable steps.
Before we even begin, download my Client Avatar Worksheet. Not only is this editable, it gives you a clear outline of questions to delve into.
Yes we count this as a step.
Before delving into your Ideal Client Worksheet, answer the following questions:
Now you have the above answered, it's time to get inside the minds of our ideal client. If you are yet to download the client avatar worksheet, fine...be stubborn, but we have provided you with some of the key focus questions below.
What are your ideal clients biggest desires in life?
What are your ideal clients biggest set backs right now?
What are your ideal clients biggest fears?
What is your ideal client thinking right now (even the things they don't want to think)?
What is your ideal client saying right now?
What are your ideal clients demographics? (age, location, consumer behaviors, income level, gender)
What does your ideal client do for a job?
What objections might your ideal client have from buying?
How have products or services like yours harmed your ideal client previously?
What is your ideal clients physical and mental state before they purchase from you?
What is your ideal clients physical and mental state after they purchase from you?
Now, we understand you may be reading this online and answering in your head, but we do fully recommend sitting down with pen and paper or computer and keyboard and answering these. Either solo or with your team, these questions will provide the foundations towards everything in your business.
Once you have answered the questions and have a full ideal client vision in mind, do some research and find real life people who sit under the category of your ideal client. (but don't bombard them yet).
Next up is clarifying your offering.
By now you should have a clearly outlined ideal client, know the ins and outs of their working mind and know exactly what you should be selling to them, so now it's time to get clear on your offer.
Your offer statement should be so clear in the value that you are providing, they can't say no, and even if they do you want them to be thinking about your offer statement every night in their dreams. A little creepy yes, but very necessary.
Therefore to simplify it into laymen terms, it should sound a little like this:
I work with X to do Y so that they can Z.
To support more:
I work with/support/empower [add your ideal client] to do [add your offering] so that they can [highlight a pain point you're taking away].
& to support even more:
I work with entrepreneurs & coaches to gain clarity on their business and brand so that they can confidently launch their business and build an impactful online presence.
I work with entrepreneurs to launch their business from ideation to impactful online presence.
Now your turn.
You now have:
You need to put them all together and start putting your message out to the world both online & offline.
Remember, understanding what your ideal client really needs is key, don't just assume. You wouldn't like it if you were out on a hot summers day and somebody threw a cold glass of water over you unexpectedly because they assumed you were too warm. Right? Well, don't assume everyone wants to buy your product or service even if you know it's packed with value.
Find your niche, understand them deeply and change your content tactics and marketing angles to serve your one particular audience.
Remember, you want to wake up each day and be excited to jump onto your laptop or package your orders, so finding your ideal client is key to the success of your business and the success of your day to day regime.
If you are looking for more support in this area, please don't hesitate to reach out, whether through our upcoming Academy or for a 1:1 strategy.
Happy Avatar Hunting!
Written by: Steph Connolly, Brand & Content Strategist for Powerful Leaders