Who They Are

Quick reference

• 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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