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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.
Exercise files
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Why They Are.docx54.4 KB Why They Are - Solution.docx
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Quick reference
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.
Instructions
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.
Beliefs:
- 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)
Motivation:
- 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.
Login to download- 00:04 In this video, we're going to continue with step two, define your ideal client.
- 00:10 So now, we know where they are.
- 00:12 So now, we need to look at why they are.
- 00:16 What is that mean, David?
- 00:18 We need to know what they believe right now.
- 00:21 Why?
- 00:22 Because our brains, that's how our brains work.
- 00:24 We start with why.
- 00:26 Why somebody does something?
- 00:27 Why somebody makes this product?
- 00:29 Why somebody makes this service?
- 00:31 That's how our brain are wired.
- 00:32 That's what's gonna, when we have that curiosity in marketing and now we know why
- 00:37 they're doing it, if it aligns with our values and aligns with our why, boom.
- 00:42 Now, I'm open to hear the rest of the message.
- 00:46 So, what that might look like is what do they believe about your marketplace?
- 00:52 What do they already believe about products in your industry,
- 00:56 the challenges in your industry?
- 00:58 What do they believe about their needs, their desires?
- 01:00 Is it even possible for them to accomplish whatever it is that they want?
- 01:05 Their products and services out there, do they feel like they're poor quality?
- 01:10 Do they feel like they're high quality?
- 01:12 Do they feel like delivery takes too long or it's too expensive, or
- 01:16 the products are worthless and cheap?
- 01:19 You need to know this, especially when it comes to vendors.
- 01:23 You, as companies.
- 01:24 Do they have this belief that hey, the vendors in this industry,
- 01:29 they're all untrustworthy.
- 01:31 You need to know that.
- 01:32 Now is a good time to buy.
- 01:34 Now is a horrible time to buy.
- 01:37 The market's up, the market's down.
- 01:40 Companies are unreliable in this industry or companies are awesome in this space.
- 01:46 You need to know what your ideal client already believes, so
- 01:50 you can speak to that.
- 01:52 Either to bring yourself into alignment with it, if it's something positive or
- 01:57 tell how this, if it's something negative to show how your product or
- 02:00 service will overcome that challenge.
- 02:03 Make sense?
- 02:04 Okay, good.
- 02:05 Next, you wanna know what do they want.
- 02:08 What do they need?
- 02:10 What do they desire in their product or service?
- 02:13 Do they have an ongoing problem?
- 02:17 Or do they have a unique problem?
- 02:19 Or do they have a common problem?
- 02:22 They might want something faster.
- 02:23 They might want something better quality.
- 02:25 Something more exclusive, especially if you are in a luxury market.
- 02:30 Those people want something that's exclusive.
- 02:33 So something like being a member or maybe you're in an industry where it's very
- 02:38 exclusive and your ideal client, hey, they want more access to whatever it is here.
- 02:44 You have to write it down and get very clear and make some bullet points, so
- 02:48 that you know, when you start crafting that marketing message,
- 02:51 this is what you're going to include.
- 02:54 And next, you need to know what motivates them,
- 02:57 what motivates them in business or life to buy products or services.
- 03:03 Why are they buying?
- 03:04 Are they buying, because it's cheaper?
- 03:05 Are they buying, because it's more exclusive?
- 03:08 Are they buying, because it is expensive?
- 03:11 Are they buying, because they think it's better quality?
- 03:14 Because I hear this all the time.
- 03:16 Hey, David, we're attracting people who can afford our products or
- 03:20 people were bidding a self on price.
- 03:23 Guess what?
- 03:24 That's not your ideal client.
- 03:26 Change your messaging, change your branding to steer away from that client,
- 03:30 to steer towards those people who can afford your product,
- 03:34 who do want to pay more for better quality.
- 03:38 Excellent.
- 03:39 What motivates people as far as exclusivity,
- 03:43 do they wanna be one of the crowd?
- 03:46 Do they wanna be looked at as being smart?
- 03:48 If they buy your product, are they gonna feel smart?
- 03:51 If they buy your product or your service, are they gonna make them feel smart?
- 03:55 Socially conscious, that's a big one right now,
- 03:58 especially with the environment in the green movement.
- 04:02 Does your product help them feel socially conscious?
- 04:05 So you need to write all this stuff down and you need to bullet point it,
- 04:09 because we're gonna come draw on this information in future videos.
- 04:12 So, we gotta get the foundation first and then we can move on to the next.
- 04:17 And finally, does your ideal client buy based on quality?
- 04:22 Do they buy on luxury?
- 04:24 Do they buy on cheap pricing?
- 04:26 The uniqueness of your offering.
- 04:29 Something that's revolutionary.
- 04:32 So, let's do a quick recap.
- 04:33 You need to know why are they.
- 04:36 Why are they?
- 04:37 What do they believe about the market?
- 04:38 What do they believe about products, challenges, their needs?
- 04:41 Companies in your space.
- 04:43 What do they want?
- 04:44 What do they need?
- 04:45 What do they desire in those products and services, and
- 04:49 what motivates them to buy right now?
- 04:52 What's already motivating them?
- 04:54 Great, you guys got this and I'll see you in the next video.
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