A Typical Marketing Client
Today I want to share a very typical story from one of my clients. I am helping this client on SEO, email marketing and FB advertising. I also need to build landing pages for different messaging. In general, I will do a 2 hours workshop with a new client and go through their business goals, how they started their business, some background information, where they are at and what they want to achieve.
This client has been in the industry for 10 years. His business is not consistent. He basically is not getting enough clients.
Usually, when I dive into someone’s business. I need to know their target audience. Who he wants to target. He gave me a genuine and very general answer. He told me he is not sure. When he looks at his list, he can’t see anything in common of his clients, which I am not surprised. He didn’t have any strategy at all in getting those clients. They were more like random. That’s Ok I told him, we are going to spend time working out the avatar.
Then I asked him his unique selling points (USPs). Does he have anything that stands out from other consultants in the same industry? He looked at me and said, ‘this is a very good question, but I don’t have any unique selling points. What I am doing is exactly the same as what others are doing in the same industry.’ Straight away, I know what his problem is.
Knowing your avatar and your unique selling points are crucial in marketing. No matter if it is online or offline. It relates to your brand and not just limited to online.
If you are in the same situation, first you need to drill down your target audience. Female, aged 30-45, own a business, live in Sydney are too general and is not going to help. Be more specific. For example, if you are in a fitness niche, you want to target female and promote your online fitness course. When you create your course, you should already know who this course is for. Are you targeting working mums, single young women, female entrepreneurs, female students, married women without children, etc.? As you can see from these 5 groups, they all have different pain points. They all have different motivation factors. What problem is your course going to solve? For working mums, they struggle with time, and they struggle with having ‘me time’. So this online course can help with this. They can follow the program when they are at home, before school drop off or pick up, or watch it after kids are off to bed.
If you don’t have or can’t think of your USPs, then you can create one! Yes, you can create one and use it as your bonus offer. Look at any other program that you can do to complement your existing workshop or course. If you are a graphic designer, then your complement product could be Canva templates on ebook. There are so many offers you can package up. Just to make sure the offer is related or adding value to your existing product or service.
So today spend some time and look at your target audience and unique selling points. Also check and see if your social media channels are reflecting these.Today I want to share a very typical story from one of my clients. I am helping this client on SEO, email marketing and FB advertising. I also need to build landing pages for different messaging. In general, I will do a 2 hours workshop with a new client and go through their business goals, how they started their business, some background information, where they are at and what they want to achieve.
This client has been in the industry for 10 years. His business is not consistent. He basically is not getting enough clients.
Usually, when I dive into someone’s business. I need to know their target audience. Who he wants to target. He gave me a genuine and very general answer. He told me he is not sure. When he looks at his list, he can’t see anything in common of his clients, which I am not surprised. He didn’t have any strategy at all in getting those clients. They were more like random. That’s Ok I told him, we are going to spend time working out the avatar.
Then I asked him his unique selling points (USPs). Does he have anything that stands out from other consultants in the same industry? He looked at me and said, ‘this is a very good question, but I don’t have any unique selling points. What I am doing is exactly the same as what others are doing in the same industry.’ Straight away, I know what his problem is.
Knowing your avatar and your unique selling points are crucial in marketing. No matter if it is online or offline. It relates to your brand and not just limited to online.
If you are in the same situation, first you need to drill down your target audience. Female, aged 30-45, own a business, live in Sydney are too general and is not going to help. Be more specific. For example, if you are in a fitness niche, you want to target female and promote your online fitness course. When you create your course, you should already know who this course is for. Are you targeting working mums, single young women, female entrepreneurs, female students, married women without children, etc.? As you can see from these 5 groups, they all have different pain points. They all have different motivation factors. What problem is your course going to solve? For working mums, they struggle with time, and they struggle with having ‘me time’. So this online course can help with this. They can follow the program when they are at home, before school drop off or pick up, or watch it after kids are off to bed.
If you don’t have or can’t think of your USPs, then you can create one! Yes, you can create one and use it as your bonus offer. Look at any other program that you can do to complement your existing workshop or course. If you are a graphic designer, then your complement product could be Canva templates on ebook. There are so many offers you can package up. Just to make sure the offer is related or adding value to your existing product or service.
So today spend some time and look at your target audience and unique selling points. Also check and see if your social media channels are reflecting these.