When developing a marketing strategy, part of the discussion usually centers around the target audience the said strategy will attempt to attract. But if you remember, in last week’s blog post, I mentioned that a rock-solid marketing strategy starts with an ideal customer, AKA “the best client ever.”
Not a target audience.
Let me clarify.
A target audience is a group of people, similar in some way, shape, or form, that you try to attract. The individuals in this group, you’re assuming, have a higher chance of being into whatever you’re promoting through your marketing strategy.
An ideal customer, on the other hand, is one person. One specific person with specific wants and needs – much more specific than that of your target audience.
Let’s face it.
There are billions of people in this world. Of course, we’ll need to narrow our target down a bit from there. Maybe to a few million people or a few thousand or a few hundred. Maybe even to just a few. This narrowing down process is the process of defining a target audience. You can, technically, build a marketing strategy from any point in this process.
As helpful as that may seem, I still believe there’s a better way.
Instead of focusing on a target audience, whether it’s an audience of three or three million, I suggest cueing in on just ONE. Just one person. One ideal person.
Building a marketing strategy around a group of similar, but still different, people is not only difficult, but can also be less effective than if you were to focus on one person.
As you know, everyone’s different. There aren’t two people in the world that are exactly the same. They might look exactly the same but their minds (AKA their decision makers) are different.
If you build a marketing strategy (i.e. a message, a brand, a campaign, etc.) from a group of similar, yet different, people, somewhere along the way, you’ll miss the mark. Your message/brand/campaign will become muddy and unclear to your target audience.
There will be a moment when they each think, “Hmm. I’m not sure if this thing is really for me.”
This happened to me recently. I attended a webinar that taught the basics on how to get paid to speak. It was a great webinar, if you ask me. I found value in the content and could walk away with some actionable things to do to get paid to speak. I felt like the entire webinar was for me – someone in business for themselves, generating an income independently, and now wants to get on stage and teach others about their expertise. Cool.
But at the end of the webinar, the host (the guy that was ultimately trying to sell me a course) said that his high-end course wasn’t just for entrepreneurs like me, but also for people thinking about going into business for themselves but hadn’t yet taken the jump.
And completely naturally, I thought, “But wait. All of this content I’ve just listened to felt like it was made for me, not for the person that hasn’t even started building a business yet. Will the content in the course be a right fit for me then?”
If he would’ve stuck to his guns and kept the original message that this content is for you, dear current business owner, there would’ve been no red flag raised in my mind.
But, long story short, I didn’t buy the course.
Now, obviously, some people still might buy the thing after noticing this red flag.
Luckily, the vast majority of people in the world are stable-minded enough to think, “Well, it might not be exactly for me, but I can still find value in this thing.”
So some of the people in your target audience won’t buy because of the red flag you raised, but some will.
But then what? You’ve gotten some high-quality customers – customers that your product or service was truly made for, that will find extreme value in it, and that will be a joy to work with.
You’ve also, undoubtedly, gotten some less-than-high-quality customers – customers that can kind of find value in what you’re providing, but because they’re not ideal for the product or service, they’re less than satisfied and you’ve got trouble on your hands. Point blank, they’re a pain to deal with.
Are we always going to work with “the best client ever?”
Nooo way. Not possible.
BUT. We can tip the scale in our favor. We can attract a higher percentage of “the best clients ever” if we build our marketing strategy around an audience of one – our ideal customer.
When you cue into an audience of one, your strategy to attract that one person becomes crystal clear. Again, we’re not just imagining any ol’ customer. We’re imagining our IDEAL customer – that one type of person that we’d just love to work with on a daily basis.
This one person might not exist in real life that you know of. You may not have worked with your ideal customer just yet. But if you can allow your imagination to define your ideal customer, you’ll learn incredible amounts of intel about where you’ll truly be able to shine in your business.
If you can imagine that one ideal customer, answer specific questions about them, their life, their psyche, then you can build a rock-solid marketing strategy for them.
Once you put this strategy into play, trying to attract that one type of person…
You begin attracting customers that genuinely find exponential value in the product or service you provide.
And BONUS, they’re extremely close to, if not exactly, the kind of customer you WANT to work with.
So instead of building your strategy around this vague audience of many, start with your ideal audience of one.
[bctt tweet=”So instead of building your strategy around this vague audience of many, start with your ideal audience of one.” username=”britkolo”]
To define your ideal customer, start here, with this free guide. It’s incredibly straightforward – a PDF that guides you through questions you’ll need to answer about your ideal customer.
By answering these questions, you’ll learn more about the exact person you need to attract to your business, where to go to attract them, and what to say to get them interested.
Build your message, brand, and campaigns around this detailed intel and watch “the best clients ever” start ringing your phone and filling your inbox.
Download the free guide now: