Radiant Branding Module 3
Your ideal audience
So far in this challenge, we’ve been focusing on you, which, is essential. However, in this module, we’re going to turn our gaze to the people we want to touch and serve. The people whose patronage makes our businesses possible.
I briefly mentioned how we can’t be all things to all people and I have to stress this again. If your ideal client or customer is “everybody”, you will have a very hard time serving them well, let alone getting their attention.
On the other hand, if you are very specific about who you’re reaching, you can truly tailor your offering to them. When you know your ideal client/customer well, you know exactly what they want or need, you know where to find them and, you know how to engage with them. This means that you can focus your energies on activities that are more likely to yield results, rather than stabbing in the dark.
The luxury of being focused
Not only does focus help you to be more efficient. Picture this:
- Only dedicating time to social media channels where your ideal client/customer hangs out, as opposed to trying to juggle Twitter, Facebook, Instagram, LinkedIn, Snapchat and the next new thing that comes out this week. Or maybe you don’t use social media at all. That’s fine too!
- Only attending events where you are likely to meet and make connections with your ideal clients/customers, or with people who can help you reach them. Sparing yourself the time, money and social agony of another pointless networking evening, another wasted workshop or another unsuccessful stall.
- Streamlining your efforts to create services, content and communications that you know will resonate, be of value and be more likely to sell.
But even beyond these big conveniences and important results is, perhaps the most beautiful reason of all to be specific: defining who your ideal clients/customers are helps them to find you.
Joining the dots
This ties in directly to the work we did in module 2 – finding your voice.
Your unique style of expression, presented in a way that speaks to a very specific group of people who resonate with it = a match made in heaven.
If you position yourself as a homeopathy who specialises in helping couples prepare for pregnancy naturally, and your website, testimonials and branding reflects this, and you show your work to the world … couples who want to prepare for pregnancy naturally will look for you when they’re ready to start a family. If my holistic lifestyle loving friend is looking for an homeopath specialising in fertility, you will be the first person I think of to recommend. What’s more, you can also interest other parties who have access to your ideal clientele. This could possibly include blogs and magazines that specialise in natural fertility, and so on.
If you simply position yourself as a homeopath, full stop, and you do not have a specific style, particular perspective or, some other kind of distinct “thing”, it’s likely that business will be very tough.
You will not be memorable.
Nobody will think to recommend you when specific situations come up. Nobody will be interested in featuring a story about you because there’ll be no interesting angle.
So, let’s get specific!
Exercise: Your audience persona
In this module, we are going to define in great detail, just who your ideal client or customer is. Imagine you’re a writer and you’re coming up with a character for a book. I want you to fully picture this person and all their attributes, attitudes and behaviours. I want you to give him or her a name.
This module’s worksheet includes several questions to help you flesh out who this person is.
Very important to remember:
Sometimes your ideal client/customer is not the end-user of your product/service. For example, if you treat babies and children, it is their parents who are your customers and not the babies themselves.
Extra credit/just for fun:
Why not make this visual?! Create a picture of your ideal client that you can refer back to, time and time again. You might choose to draw, or create a virtual or physical moodboard, as you did in the previous module. Again, some ideas on how to do this:
- You can create a board on Pinterest (how to)
- You can curate a collection of bookmarks on Instagram (how to)
- You can cut out images from magazines and paste them together in one place (a large piece of paper, inside your challenge notebook/journal or even just tape them up directly on your fridge or wall)
- You can draw and annotate with words where appropriate