#relationshipgoals: Make this one relationship your focus and watch your business grow.
Nov 06, 2019#relationshipgoals.
No, I’m not talking about your Man Crush Monday. I’m talking about your ideal customer. Does it seem like you’re creating hundreds of pieces of content for a hundred different people?
If that’s you, stop.
You need to foster only one relationship. She loves your brand, your product, your message, and your quirks, so spend time with her. Invest in learning and knowing her.
I recently sat down with a friend for breakfast. She’s an incredibly talented, connected, and unique woman, mom, and business owner, but cross-legged on my couch she seemed discouraged as we talked.
“What’s going on? How’s your business?” I tried to probe.
“I don’t know. It just seems like it’s not going anywhere. I’ll try to post on social and just draw a blank. I don’t know what to say or how to say it. I feel like my market isn’t saturated, and there’s a need for what I do, I just don’t know how to find those people.”
Knowing that she has a gift to offer, people rave about her work, and there are barely a handful of people that sell similar services in our area, I was encouraged. I helped her narrow her message and define who she wants to attract.
I imagine you may feel the same. Disconnected from the person using your product, discouraged by the seemingly saturated landscape, and fumbling through what feels like a world of same-sames and copycats.
I’m here to tell you.
A world does exist where people not only know what you do, they rave about it.
And if you’re convinced I’m blowing smoke, let me explain.
Do you ever wonder why it feels like an adventure to walk the aisles of Target, inevitably finding something you just have to have?
Or without fail, when someone’s birthday is coming up, you just have a feeling they’ll love a cake from that cute bakery downtown?
Or, if it’s time for new glasses, you make a note that online retailer you’ve been seeing has the most stylish pairs you’ve ever seen?
It’s not magic.
Believe it or not, you, my friend, are their ideal customer.
So how do you create a brand that speaks to your perfect customer? Create a brand that enlightens your reader? A brand that teaches them something about themselves, while also showing them inside who your business is?
I’d argue this process is done through relationships. And while relationships may seem difficult through the internet, you have the opportunity to engage with and delight your ideal customer. You just have to know who she (or HE) is first.
So ask the questions.
If you could imagine the ideal customer for the product you offer, what would she like?
What kind of music would she listen to?
What does she read?
Where does she hang out?
What does she want to see on social media?
What blogs does she frequent?
Does she have hobbies?
What’s her favorite drink?
How does she speak?
These might seem like silly questions, but asking them (and a hundred more) will help you narrow down exactly who you’re speaking to.
Imagine for a second Bill Gates is asked to speak at an event. He would never accept without first asking who he was talking to – are they graduates? Are they tech insiders? Are they from the press? Are they his own customers?
His audience shapes his message. Before preparing your message, you have to know who your audience is.
Once you have asked all the right questions to narrow in on who you are speaking to, the fun stuff begins. Let’s build a relationship with them. As you post, as you go live, as you share your processes, or tips, or resources – ask yourself, “Would Sara (or Betty, or Reese, or Taylor, or whatever her name is!) like this?”
If the answer is no. Recreate your content.
If the answer is yes, share it! Post it! Give that piece of advice.
As you become laser-focused in speaking with your ideal customer, you’ll quickly begin to see that she feels comfortable engaging! After all, you are speaking her language.
As we sat on the couch, sipping our drinks, I slowly started to ask my friend these questions. What does she do? Who are you talking to? What does her life look like?
She began to see how connecting her ideal customer with her message had the markings to change the shape of her business.
My challenge to you is: Find your ideal customer. She doesn’t have to be someone you know, but you do have to imagine her! Be intentional about creating content and conversations SHE wants/needs to hear, not only that YOU want to say.
Build that relationship, respond to her engagement, and watch your revenue begin to increase.
So tell me, what are 3 characteristics of your own Ideal Customer Avatar? Do you find it is easy or challenging to create content for her?
