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About this lesson
Discover exactly who your ideal client is and what makes them your ideal client. This is the first key to unlocking marketing magic.
Exercise files
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Quick reference
Who They Are
Define exactly who your ideal client is and what makes them your ideal client. This is the first key to unlocking marketing magic.
When to use
You should always define your ideal client so you are targeting the people that you want to sell to. First define who they are.
Instructions
Your product and service might be good for everyone, but you can’t talk to and target everyone in the market. It is crucial in marketing to get clear on who your client is, so you are talking directly to that person. You need to find out who your ideal client is, demographically and on a personal level.
Demographics:
- Socio economic factors – age, sex, education, income level, marital status, occupation,size of family
- Demographics are a good place to start when defining your ideal client.
- Demographics are statistical, not personal.
Personal:
- Likes, dislikes, fears, dreams.
- Helps you get inside the mind of your client.
If you are trying to talk to everyone, you are talking to no one. Even if your product or service is good for everyone, you need to choose one ideal client at a time to market to. You can have different segments that you want to market to, but each campaign would be targeted to a specific person.
For example, anyone can drink an energy drink, but energy drink companies choose a particular client to market to through their advertising:
- Monster energy drink – targets people at motorcycle racing, car racing, monster truck rallies, etc. Marketing copy from the company: “Monster is way more than an energy drink… Monster is a lifestyle in a can.”
- Red Bull energy drink – extreme sports, formula one, skydiving. Marketing copy from the company: “Athletes worldwide appreciate Red Bull. It can be consumed before, during and after sporting activities and exercise.”
- 5-hour energy drink – market to office workers who needs a burst of energy mid- afternoon. Marketing copy from the company: “Made for hard working people.”
An ‘avatar’ or ‘buyer persona’ is a profile of your ideal client. Choose one or more of your top clients (or imagine who your ideal client is) and make a profile: what are their traits, challenges, fears. You want more clients like them, with those common traits, and you want to target them with your marketing.
Login to download- 00:04 In this video we're going to look at step two, define your ideal client.
- 00:10 This is huge.
- 00:12 I have so many clients and I say, well who's your ideal client?
- 00:15 And they tell me well, our product and service is good for everyone.
- 00:19 That's tough in marketing.
- 00:21 Because if your product and service is good for everyone, which may be true,
- 00:26 you can't talk to everyone in your marketing.
- 00:29 Even if you had millions of dollars to spend a month,
- 00:32 you still couldn't target everyone.
- 00:35 So, in this video we're gonna talk about
- 00:38 getting very clear on who your ideal client is.
- 00:40 So that when you're marketing, you're talking directly to that person, okay?
- 00:45 So the first thing you have to ask yourself is, who are they?
- 00:49 And most marketing will teach you to start with the demographics, and
- 00:53 I think that's a good place to start.
- 00:55 So, what are demographics?
- 00:57 Demographics are those socioeconomic factors.
- 01:00 Like, what is the age of your ideal client?
- 01:02 What is their sex?
- 01:04 Educational level, their income level.
- 01:07 It could be their marital status, their occupation, the size of their family.
- 01:12 And those pieces are gonna be more important to you,
- 01:15 depending on what your product or service are.
- 01:17 So most companies start there, right?
- 01:19 It's very statistical, it's not personal.
- 01:23 So it's a good place to start, but you have to get deeper into that next level so
- 01:27 you can actually talk to the people that are your ideal client.
- 01:31 So you wanna know, what do they like?
- 01:33 What does your ideal client like?
- 01:35 What do they dislike?
- 01:38 What are they fearful of?
- 01:40 What do they dream of?
- 01:44 You have to get clear on this so you're talking to somebody in your marketing.
- 01:49 But David, my products are good for everyone.
- 01:51 What are we gonna do?
- 01:52 Let me give you an example.
- 01:55 How many of you have ever tried an energy drink?
- 01:59 Or how many of you have ever seen a commercial for an energy drink, or
- 02:02 have ever seen that marketing?
- 02:03 This is how they do it.
- 02:05 So one of them, for example, would be Monster.
- 02:08 And I don't know if you've heard of Monster or not, but
- 02:10 Monster here in the United States, it's a pretty big energy drink company.
- 02:14 And the people that they target in their marketing,
- 02:17 they're at Super Cross races, the motorcycle races.
- 02:22 They're at car racing.
- 02:24 They're at monster trucks,
- 02:25 those big pick up trucks with the tires smashing cars going through.
- 02:29 They're very clear on who their market is.
- 02:32 I mean, anybody can drink that drink.
- 02:34 It doesn't matter you are, but that's who they market to.
- 02:39 Now, there's another energy drink called 5 Hour Energy.
- 02:42 It's this little bottle here in the US again, that you can get and you drink it,
- 02:46 and you get five hours of energy.
- 02:48 It's an energy drink.
- 02:49 So, who do they market to?
- 02:51 They market to that person who's working in an office environment.
- 02:56 Around 3 o'clock gets that bonk and their starts going down.
- 02:59 Well, take this little shot of 5 Hour Energy, boom, ping, you're up.
- 03:03 So their commercials, their marketing, that's who they're targeting.
- 03:07 Anybody can drink it, but that's who they're targeting in their market.
- 03:11 And then you've got somebody like Red Bull and they're into those extreme sports.
- 03:15 So you'll see them on Formula One, or
- 03:18 guys jumping out of airplanes almost at the moon, coming down.
- 03:23 So there's different ways to market to different people,
- 03:27 even if your products or services are good for everyone.
- 03:30 In marketing, you have to choose one ideal client at a time in your market.
- 03:37 So if you do have different segments that you want to market to, that's okay.
- 03:41 But when you have a marketing campaign, we're gonna talk more about that,
- 03:45 you want it targeted to a specific person.
- 03:47 It's gonna make your ROI go up.
- 03:49 You're gonna get better results this way.
- 03:52 Because if you're trying to talk to everyone, you're talking to no one.
- 03:56 So, David, how do I know who my ideal client is?
- 04:00 Well, start here.
- 04:01 Sometimes they call it an avatar,
- 04:03 somebody who has those traits you know are perfect for your product.
- 04:07 Somebody that maybe you even like working with.
- 04:09 If you're in the service industry, somebody you like working with.
- 04:13 Think of that person.
- 04:14 Think of that top best client of yours.
- 04:17 What are their traits?
- 04:18 What are their challenges?
- 04:20 What do they like?
- 04:21 What do they dislike?
- 04:22 What are they fearful of?
- 04:23 Because you want more clients like them.
- 04:26 Does that make sense?
- 04:27 Where are they?
- 04:28 What are their demographics?
- 04:30 Or, wow David, we've got so many clients we can't just pick one.
- 04:35 Okay, well pick the top 20% and pick out those commonalities.
- 04:40 Or, if you're even new.
- 04:41 And David, you know what?
- 04:42 I don't have any clients yet.
- 04:44 Well, pick somebody that you would want to work with, it could even be a friend,
- 04:48 could be a family member.
- 04:49 So, when you're writing your marketing,
- 04:51 write your marketing like you're writing it to your friend.
- 04:55 To this ideal client that you wanna work with.
- 04:57 Does that make sense?
- 04:58 Good.
- 04:59 Let's do a quick recap.
- 05:01 You want to define your ideal client.
- 05:03 What are their demographics?
- 05:04 Those socioeconomic factors is a great place to start.
- 05:08 Ask their age, their sex, their educational level, their income level,
- 05:12 their marital status, their occupation, the size of their family.
- 05:16 But then you wanna get personal.
- 05:18 What do they like?
- 05:19 What do they dislike?
- 05:20 What are the fearful of?
- 05:22 What do they dream of?
- 05:24 You have to get clear on that.
- 05:27 And then if you're gonna start out, pick somebody that's your best client, or
- 05:31 your top 20% of clients, or somebody that you know you that wanna work with, or
- 05:36 somebody you wanna serve.
- 05:38 Okay, you got this, and I'll see you in the next video.
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