In order to get anyone to buy anything from you, you need to know that person from the inside out.
Yeah, it’s semi-useful to know that your ideal client has brown hair and lives in Chicago (the ‘outside’ factors), but what’s more important is their feelings, emotions, fears, decision making factors, and dreams (the ‘inside factors’).
When I’m designing products and services and then eventually writing marketing materials and sales pages, their hair color is irrelevant, as is the city in which they live. The fact that they shop at certain stores or do grocery pickup is also just fluff info.
But once you dig into those fluff factors, you get to the good stuff, the inside stuff.
Let’s say your product or service helps your ideal clients save time, and you know they’re the type of person to do grocery pickup, which also saves them time.
(If your business has absolutely nothing to do with groceries or pickup services, that’s totally fine. Your business offering doesn’t need to have anything in common with the other businesses they buy from. You just need to know why they buy from those other businesses.)
Why does your ideal client find it worth the money to do grocery pickup and save themselves the time of shopping? Now that’s an answer you need to know, which will help you sell whatever you sell (regardless if it has to do with groceries or not.)
Stay with me for a minute here . . .
The reason behind your ideal clients decisions matter a lot to truly understanding them.
Let’s stick with that grocery pickup example.
You know that your ideal client shops for groceries online and picks up their order in store in just a few mins. There could be a lot of reasons for that.
Do they get grocery pickup because spending time with their family is more important to them than wandering down aisles?
Or is it because they see that as a $10/hr job which is a waste of their valuable time they could be spending in their small business?
Or because when they shop online, they tend to do less impulse buys and they stick better within their grocery budget?
If you’re offering a product or service that saves your ideal client time, just like grocery pickup saves them time, then hit on that why reason on your website to show you clearly understand them.
(Let’s say you offer custom website designs for small businesses – saving the business owner the time of building a site themself.)
If they’re saving time on grocery pickup, why are they spending money to do that?
Is it because they have 3 kids at home and ain’t got no time for that? Sweet, you should be mentioning that you understand that struggle, their lack of time for menial tasks, because of their 3 young kids who are currently all vying for their attention on the sales page for your web design services!
(Again, your product/service doesn’t need to have anything to do with grocery pickup, but the common why of why they want to save time is important.)
In order to determine how you need to structure your products and services to best meet your ideal clients needs, you need to understand their needs and why they make the decisions they do.
You can figure this out by figuring out why they make the current buying decisions that they do.
I don’t only think that you should use this knowledge in your sales pages by the way, you should use this knowledge in how you structure your products and services.
Say for example I wanted to plan some sort of online business retreat!
Having it on a weekend might be more inconvenient for me and my team (AirBnB’s are more expensive on the weekends and we’d have to work on the weekend), but if my ideal clients were girls still in a 9-5 job, I’m sure as hell not going to put the retreat during the week when they’d need to take some from their precious vacation days in order to attend!
But if my ideal clients were girls who were already running online businesses? In this case, it would make sense to have it during the week! (Because hello cheaper flights and accommodations! Plus, a workweek hanging with the girls? Ummm…heck yes!)
Knowledge of your ideal clients, their lifestyle and buying decisions helps you to not only develop a product/service that fits them, but also helps in your marketing message.
It helps you speak their language and communicate like you’re their best friend who gets it!
A good example of a company speaking my language? (I don’t literally mean language btw, I mean in a way I talk and think.)
N26, my freaking fabulous bank.
I’m a millennial. Millennials want to do everything from their phone and generally don’t like talking to humans. Walk into a bank branch? Talk to a teller? … Are you joking?
The headline on their site when I first found them?
“Not your grandpas bank. No branches. No bullsh*t.”
Followed closely by ‘get an account in under 8 minutes, all from your phone.’
I am N26’s ideal customer. They get me. They built a service specifically for me. And then they spoke straight to my soul with those 2 lines on their website.
I signed up that day and am a massively satisfied customer. I generally don’t like the idea of paying a bank just to have an account with them, in fact I’ve never before paid a bank to have an account.
But N26? Take my money friends!
They could not have created a better bank to fit my needs, preferences and lifestyle.
I will pay them happily month over month for a service I otherwise never would have. Because they understand what I want, communicate it and deliver it!
So do the same for your customers.
Need a little help knowing who your ideal client is? (And how to make sure your website appeals to them?
Check out this post: Do this one thing to ensure your website will appeal to your ideal clients
So, to recap…
Get to understand them from the inside & the why behind the decisions they make
Design your product/service around their needs, preferences and lifestyle
Communicate your understanding of them to them in marketing and sales materials
Follow these steps and you’ll find yourself providing exceptional service to your ideal clients and selling more than you ever dreamed, even at premium prices!