Hi, my name is Deb Goeschel and we’re going to talk about how you can create your ideal customer profile by truly knowing your audience. We’re going to do this by identifying five key aspects to your customer profile.
1. The Job
First we look at “the job,” and that means investigating what your client or customer faces daily, weekly, monthly, and yearly. What are they trying to accomplish? It’s crucial to identify what those aspects are of your clients or customers daily lives because this is how your business will become the answer to their problems.
2. The Pain
Second, you look at “the pain.” What problem is it that they’re trying to solve? What is it that they want to avoid? Are there bad outcomes or risks if they don’t work with you or buy your product?
3. The Gain
The third thing you want to look at is the gain, and by that I mean, what’s the benefit? What’s the “get” for the customer if they work with you or buy from you? Essentially the answer that question “What’s in it for me?” What’s going to solve their problem, take the pain away, and make them happy? That will play heavily into your unique selling proposition, so you want to be clear on that.
5. The Personalities
Fifth, you’re going to want to ask yourself, “Who jazzes me up?” In a service-based business this becomes important because you may be working one-on-one with an individual or in a small group environment, so those personality traits or quirks become really important. You want to enjoy the person or people that you’re working with. This isn’t exclusive to service-based businesses; it just doesn’t usually play as heavily into the brick-and-mortar businesses where someone’s walking in off the sidewalk.
So remember, if you have all of these key elements in your ideal client profile, it’s going to be so much easier for you to write copy that resonates with them and naturally draws them in to buy your product or your service.
About Deb Goeschel
Deb and her team create effective, branded marketing materials that clearly convey: 1) what her clients do, 2) identify them as experts and solutions to the customers’ problem, and 3) highlight why her clients are unique and should be hired versus their competition. Deb approaches each client project by first focusing on her clients’ messaging in order to ensure all materials and platforms are on target, branded, and speak directly to the clients’ ideal customers.
Deb possesses 17 years of communications experience and offers her skills and knowledge to women-owned and small and mid-sized businesses, the wellness industry, and local businesses making a positive impact. She speaks frequently about messaging and marketing and offers both group and one-on-one messaging workshops and intensives.