Identifying your dream buyer is a complete game changer, in terms of your product and service offering, your marketing strategy but also pricing and the tone for the copy.
Therefore, is a good identification crucial to competing and succeeding on the market.
A lot of business owners simply say ‘ I’m targeting whoever is interested in my service.’ Others say they target homeowners or other business owners, and that is a start but is a to general.
So, I thought to myself I like to level the playing field. So here are ‘The 9 golden questions to defining your dream client’.
The important thing here is to name both, the online and offline places. The more detailed and specific, the better.
‘Hangs out on Facebook’ is too general.
‘Hangs out in the Home Decor Community of Berlin’ is more precise and actionable.
‘Likes Houses tours’ is too general and doesn't give insights and isn’t actionable.
‘Likes french houses tours on the weekend’ shows habits and values and is specific.
To know where your dream buyers are hanging out and spending their time, influences a lot of things. For example where you should advertise, what you should advertise and what tone to use for the ad copy.
When your dream buyer is in ‘research mode’ where are they gathering information and where do they search for a solution to their problem. Is it Google? A particular Blog? Magazines? Newspaper? Or is it YouTube?
Write your information in simple sentences: ‘ When Jonas is curious about a topic, the first place he goes is Google on is iPhone.’
Truly understanding and empathizing with their biggest challenges and frustrations are the key principles to defining your client dream avatar. By knowing what is feels like being in your customers position, you’ll be able to create better products and services that address their specific pain points and problems.
Here a few examples:
‘I wish someone would find me that perfect blanket’
‘I need to get that new sofa before the moving’
Whatever it is that you are selling, it needs to solve the problem for your client.
Knowing their biggest frustration and challenges also will determine what kind of emotion you speak to in the ad copy and creatives for your advertising.
Knowing your dream buyers hopes, dreams and desires helps you paint a picture of what life could be like after using your product and service. Think of is like selling the promised land.
When understanding how your product could get your clients to their dreams, it will be much easier to write copy for your website or the storefront or the ad copy.
What are your dream customers the biggest fear? What keeps them up at night, tossing and turning, unable to sleep? What do they worry about in their minds but never share with anyone? Knowing the fully what the primal fears are is an often overlooked component to crafting the client avatar.
But, it is on of the most important things, because people are motivated by pain rather than pleasure. They are more motivated by feat of loss than they are by the desire to gain something. Therefore, calling out their fear in the ad is very important.
Email? Text? SMS? Chat? Or Facebook Live? Or do they prefer the physical way of an email or a call? This is important, because it shows you on with medium your audience likes to communicate with you. Don’t try to move them to something new or unknown, rather stay where they are and where they feel comfortable.
It is important to communicate on the same level your customer is on. Listen to what specific vernacular and niche-specific terms they use.
In today’s day and age, skepticism is rampant. Now more than ever, people are attracted to people who speak their language, get their sens of humor or share the same points of view.
The customer journey is more than just an exchange of money for goods and services. Your clients are emotional beings, and people want to interact with companies and brands that make them feel good about themselves.
Insert happiness into your buyers journey can create deeper level of emotional connection that cultivates loyal fans for long term.
The End Result
After answering all those questions, write a paragraph summarizing your findings. The end result is a much deeper, more intimate understanding of where and how to reach your dream buyers, and how to speak to them.
Defining your target audience is one of the most important but also the hardest parts of staring a business. The good news is that once it is done everything will start falling into place.