Subscriber only lesson.
Sign up to this course to view this lesson.
About this lesson
You will learn how to connect with your ideal client’s “Why.” As humans, our brains build connections with the “why” of companies and individuals first. This concept is crucial to learn when discovering marketing magic.
Why They Are
In this lesson, you will learn how to connect with your ideal client’s “why.” As humans, our brains build connections with the “why” of companies and individuals first. This concept is crucial to learn when discovering marketing magic.
When to use
You should always define your ideal client so you are targeting the people that you want to sell to. You’ve defined who and where they are, now define why they are.
Now that you have defined who and where your ideal client is, you need to know their “why.” Our brains are wired to start with why – e.g. why somebody makes a product or service. If your company’s why (why you make a product) aligns with the client’s why (their beliefs and values), they are then open to hear the rest of your message.
- What do they believe about your marketplace?
- What do they already believe about products in your industry?
- What do they believe about their needs and desires?
Do they believe it’s possible to accomplish whatever it is that they want?
- Do they feel like similar products in the market are high quality, or similar services take too long and are too expensive?
- Do they have trust in vendors in your industry?
You need to know the customer’s beliefs in order to target your messaging to speak directly to their concerns. Bring yourself into alignment with the positives, and show how your product or service can overcome the challenges.
Wants and needs:
- What do they want and need in their product/service?
- Do they have an ongoing problem, a common problem, or a unique problem?
- Do they want something faster, or better quality?
- If in a luxury market, do they want something more exclusive? (membership perks, more VIP access)
- What motivates them to buy products/services?
- Are they buying because it’s cheaper, or more exclusive?
- Are they buying because they think the higher price means it’s better quality? (if you attract customers who say your price is too high, they are probably not your ideal client. Focus your marketing efforts instead on attracting the right client for your product/service.)
- Do they want to feel smart, or socially conscious? (e.g does your product have an eco-friendly reputation that helps your client feel they are helping the environment?)
Write down your client’s “why” for beliefs, wants/needs and motivation in bullet points, as you will be using this information as we move forward.
Lesson notes are only available for subscribers.