“When people feel heard, they buy.”
- Sarah George

You've heard it before (I've said it before) you have to know WHO you are marketing to. If not you're wasting your time and money. And honestly the answer is not 'everyone.'

Why Who Matters

Not everyone is your client. Although you may have more than one very different ideal client for a variety of your services, there is a common theme of the problem you solve. You can segment and target your messaging accordingly. Think about it this way: would you try to sell snow gear to someone living in the desert? Maybe if you are from northern Michigan, but most likely you wouldn't. You could sell snow gear to both backpacking mountain climbers as well as gnarly snowboarders - two different types people, same problem.

By knowing your ideal client, you can tailor your messaging and marketing efforts specifically to them. This not only saves time and money but also increases the likelihood of conversion. And I am not talking about "who" they are demographically or psychographics. I'm talking about their pain points, their desires, and what motivates them.

Agitate the Problem

You solve a specific problem. Why is a problem for your client? What would it mean to them if that problem would go away? What pushes them to solve the problem? It takes research to know these answers. Once you have the information use it in your marketing to direct your message to others who have the same thoughts. Bonus points if you can use direct words your clients have said. For example, I kept hearing clients and prospects tell me "I am an expert at my job but not marketing." Those words are on my homepage.

So take some time to really get to know your ideal client. Trust me, you'll see results.

Conclusion: Spending some time and effort to research your ideal clients' motivations, desires, and pain points will help you improve your marketing message. Want a leg up getting the research done? Know Your Who™ is a research-based service that discovers the traits and desires of your ideal client through:

• Client database review

• Client surveys

• Stakeholder interviews

• Market research

• Defining your service statement

Your messaging will be so clear to the right people it’s like you’re talking directly to them. And when people feel heard, they buy. Get started by scheduling a no obligation discovery call.