{"id":735,"date":"2017-12-11T02:16:00","date_gmt":"2017-12-11T02:16:00","guid":{"rendered":"https:\/\/www.thesubmarineguy.com\/newblog\/?p=735"},"modified":"2017-12-22T13:41:12","modified_gmt":"2017-12-22T13:41:12","slug":"branding-iv-identify-ideal-client","status":"publish","type":"post","link":"https:\/\/www.thesubmarineguy.com\/newblog\/branding-iv-identify-ideal-client\/","title":{"rendered":"Branding IV:  How to Identify Your IDEAL Client"},"content":{"rendered":"<h1><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-729 size-full\" src=\"https:\/\/www.thesubmarineguy.com\/newblog\/wp-content\/uploads\/2017\/12\/BrandingForProfits-Part4.jpg\" alt=\"Branding - Ideal Client\" width=\"1920\" height=\"1486\" srcset=\"https:\/\/www.thesubmarineguy.com\/newblog\/wp-content\/uploads\/2017\/12\/BrandingForProfits-Part4.jpg 1920w, https:\/\/www.thesubmarineguy.com\/newblog\/wp-content\/uploads\/2017\/12\/BrandingForProfits-Part4-600x464.jpg 600w, https:\/\/www.thesubmarineguy.com\/newblog\/wp-content\/uploads\/2017\/12\/BrandingForProfits-Part4-300x232.jpg 300w, https:\/\/www.thesubmarineguy.com\/newblog\/wp-content\/uploads\/2017\/12\/BrandingForProfits-Part4-768x594.jpg 768w, https:\/\/www.thesubmarineguy.com\/newblog\/wp-content\/uploads\/2017\/12\/BrandingForProfits-Part4-1030x797.jpg 1030w, https:\/\/www.thesubmarineguy.com\/newblog\/wp-content\/uploads\/2017\/12\/BrandingForProfits-Part4-1200x929.jpg 1200w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/>Branding IV:\u00a0 How to Identify Your IDEAL Client<\/h1>\n<p>If there\u2019s one mistake that new\u2014and sometimes even established\u2014business owners make, it\u2019s this: failing to develop a clear vision of her ideal client.<\/p>\n<p>Too often we think our service or product is \u201cfor everyone.\u201d And while it might be true that everyone could use your help, it\u2019s simply not possible for you and your brand to appeal to everyone. Your prices might not be in line with what some can afford. Your branding might not resonate with others. Your story may not touch everyone with the same sense of urgency.<\/p>\n<p>And when you try to reach everyone, rather than narrowing your focus to your truly ideal client, you dilute your message, making it even less likely that those perfect customers will find you.<\/p>\n<p>But if you\u2019re just starting out, it can seem an impossible task to know who your ideal client is.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/EOt2AVrJLSo?rel=0&amp;controls=0&amp;showinfo=0\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2>How to define your ideal client<\/h2>\n<p>Start with these three points.<\/p>\n<ol>\n<li><strong>Gender<\/strong>. Is your ideal client a male or female? While men and women might both read and enjoy your content\u2014and even buy your products\u2014you will most likely find that your market is skewed heavily one way or the other. Men and women are different, and they are affected by stories and branding in very different ways, so what appeals to a man will not always appeal to a woman. Look around at some of the brands you buy, and you\u2019ll quickly see how they form their messages to appeal to one or the other, but very rarely both.<\/li>\n<li><strong>Goals<\/strong>. What does your ideal client hope to achieve, and how do your products and services help to realize those goals? Whether she\u2019s trying to build a profitable crafting blog so she can stay home with her children, or he\u2019s working to create an online resource for muscle car fans, if you don\u2019t know where they\u2019re going, you can\u2019t help them get there.<\/li>\n<li><strong>His or her point in the journey<\/strong>. Is your ideal client a beginner or well along on the path? How you speak, how you write, what marketing methods you use, and even what prices you charge will all be determined by your ideal client\u2019s level of sophistication.<\/li>\n<\/ol>\n<p>Whether you\u2019re teaching beginning knitters how to cast on, or helping couch potatoes train for their first 5k, their level of commitment (and willingness to spend) is far different from a long-time knitter who is discovering intarsia, or a runner working up to a triathlon. And you will not reach your market effectively if you don\u2019t know exactly where they are and what they need at this point.<\/p>\n<p>Of course, if you\u2019re just starting out, you might not yet know who your ideal client is. That\u2019s okay, too. But pay attention, because they will tell you. They\u2019ll tell you through the products and services they buy. They\u2019ll tell you by following you (or not) on social media. They\u2019ll tell you by commenting on your blog and asking questions that are relevant to them.<\/p>\n<p>Watch your interactions, study the businesses of those who contact you for help, and take a look at what your competition is doing, and soon enough you\u2019ll have a clear understanding of who your ideal client really is.<\/p>\n<h2>Why is it important to define your perfect prospect?<\/h2>\n<p>Once you understand the details of your perfect prospect, you can then determine their specific pain points and be able to <span style=\"background-color: #ffff00;\">target your advertising<\/span> to the very specific pain points that that prospect is experiencing.\u00a0 That advertising will get you very targeted prospects who will then respond to your products and\/or services at a much higher rate than the general public.<\/p>\n<p>Think about it.\u00a0 If you are a female who has had trouble losing weight after pregnancy, you will be much more tuned in to hear about a way to lose weight that is proven for \u201c<em>females who have had trouble losing weight after pregnancy<\/em>\u201d than any other ad because it is targeted to your exact situation.<\/p>\n<p>A generic \u201close weight\u201d ad would have little interest by contrast even though it might be advertising the same product line or service.<\/p>\n<p>I know it\u2019s contrary to \u201cold school thinking\u201d but narrowing your focus to a smaller, more tightly defined audience will actually get you more sales, more prospects and better response to your ads.<\/p>\n<h2>Extra benefit of defining your perfect prospect<\/h2>\n<p>Once you know the specific characteristics of your perfect prospect including his pain points and what keeps him up at night, you can then <span style=\"background-color: #ffff00;\">target your advertising<\/span> to solve those specific pain points.<\/p>\n<p style=\"text-align: center;\"><strong><span style=\"background-color: #00ff00;\">This sets you apart from the crowd and puts you in a unique situation in the online advertising world.<\/span><\/strong><\/p>\n<p>Few people will take the time to define their perfect prospect.\u00a0 Those who do, like you, will have specific solutions for those people who no one else will have.\u00a0 Your unique solutions will sell better and faster!<\/p>\n<p>After I wrote the above five branding articles, I came across this video by Derek Halpern on his \u201cSocial Triggers\u201d YouTube channel.<\/p>\n<p>I\u2019ve seen this discussed by three or four major marketers recently, not all using the same wording or nomenclature but all with the same message.<\/p>\n<p>That is that you should not treat all of your customers the same.<\/p>\n<p>They break the characteristics of branding &#8211; your ideal client definition, down into three categories based on how much the customer understands his own problems.<\/p>\n<ol>\n<li value=\"NaN\"><span style=\"color: #000000; background-color: #ffff00;\">The Informed Customer<\/span>:\u00a0 Knows his problem and knows there is a solution.<br \/>\nYour advertisement to him should show unique features of how your product or service will solve his problem.<br \/>\nHe will be ready to buy with a good explanation by your advertisement.<\/li>\n<li value=\"NaN\"><span style=\"background-color: #ffff00;\">The Afflicted Customer<\/span>:\u00a0 This prospect knows he has a problem but may not know the specifics of it, much about it or how to solve it.<br \/>\nYour advertising should target his specific issue and explain how this can be solved easily with your product or service.<\/li>\n<li value=\"NaN\"><span style=\"background-color: #ffff00;\">The Oblivious Customer<\/span>:\u00a0 This is the biggest segment of your target market.<br \/>\nThese folks don\u2019t know they have a problem and certainly are not looking for a solution.\u00a0\u00a0 A series of fundamental education is needed to get them into Category 2 (the Afflicted Customer).\u00a0 You must develop some serious \u201cknow, like and trust\u201d with the prospect to get this message across.<\/li>\n<\/ol>\n<p>I recommend you listen to Derek\u2019s explanation in this 11 Min video.\u00a0 He explains this concept <u>much more eloquently than I<\/u> and it will help with your understanding: <a href=\"https:\/\/youtu.be\/Xsu0KHBsvpE\" data-cke-saved-href=\"https:\/\/youtu.be\/Xsu0KHBsvpE\">https:\/\/youtu.be\/Xsu0KHBsvpE<\/a><\/p>\n<p>Feel free to email or call me at any time.<\/p>\n<figure id=\"attachment_421\" aria-describedby=\"caption-attachment-421\" style=\"width: 113px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-421\" title=\"Fred Raley, the Submarine Guy\" src=\"http:\/\/www.thesubmarineguy.com\/newblog\/wp-content\/uploads\/2017\/07\/FredRaley2-Green-Look-Right.jpg\" alt=\"The Submarine Guy\" width=\"113\" height=\"133\" \/><figcaption id=\"caption-attachment-421\" class=\"wp-caption-text\">Fred Raley, &#8220;The Submarine Guy&#8221;<\/figcaption><\/figure>\n<p><span style=\"font-size: 12px;\"><span style=\"font-family: tahoma,geneva,sans-serif;\"><strong><span style=\"font-size: 12pt;\">Here&#8217;s to Your Business Success,<\/span><br \/>\n<span style=\"font-size: 12pt;\"> <em>Fred Raley<\/em><\/span><br \/>\n<span style=\"font-size: 12pt;\"> 703-203-4648<\/span><\/strong><\/span><br \/>\n<span style=\"font-size: 12pt;\"> <a href=\"http:\/\/www.SubmarineGuy.com\" target=\"_blank\" rel=\"noopener noreferrer\">www.SubmarineGuy.com<\/a><\/span><br \/>\n<a href=\"mailto:Fred@SubmarineGuy.com\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-size: 12pt;\">Fred@SubmarineGuy.com<\/span><\/a><\/span><\/p>\n<pre style=\"text-align: center;\"><span style=\"color: #ff0000;\">Copyright \u00a9 Submarine Guy. All Rights Reserved.<\/span><\/pre>\n","protected":false},"excerpt":{"rendered":"<p>Branding IV:\u00a0 How to Identify Your IDEAL Client If there\u2019s one mistake that new\u2014and sometimes even established\u2014business owners make, it\u2019s this: failing to develop a clear vision of her ideal client. Too often we think our service or product is \u201cfor everyone.\u201d And while it might be true that everyone could use your help, it\u2019s [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[23],"tags":[24,7],"class_list":["post-735","post","type-post","status-publish","format-standard","hentry","category-branding","tag-branding","tag-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branding - Ideal client definition<\/title>\n<meta name=\"description\" content=\"The importance of identifying your ideal client by branding can&#039;t be understated. 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