For most entrepreneurs, finding new clients is a struggle. Very few entrepreneurs know precisely who their ideal client is, or how to attract those people to their business. The simple 2 step process below will help you literally attract your ideal clients to your business.
Step 1: Identify your ideal client (your customer avatar)
Once you’ve identified the areas in which you are able to help someone, the next step is to identify who is most likely going to want your help. A mistake many entrepreneurs make is assuming they can help everyone. A relationship coach, for example, could assume that everybody wants to have better relationships. But from a marketing perspective, trying to attract everybody is a big mistake. You need to get specific. You need to identify your customer avatar.
Your customer avatar is essentially a representation of your ideal client. It’s the specific combination of demographics and psychographics that make them most suitable for you and you most suitable for them. What is their age, gender, education level, profession, income? What are their habits, beliefs, fears, pains, frustrations, goals, aspirations? The more you know about your ideal client, the more equipped you will be to influence them to take action and create change.
Here is an example of a vague customer avatar:
“A woman who wants to start her own business.”
Here is an example of a specific customer avatar:
“A 35-45 year old single mother who works as an executive for a medium sized business earning approximately $80,000 per year. She works an average of 60 hours per week including her commute, and desperately wants to start her own business so she can have more control of her schedule and spend more time with her children. She has been dreaming of starting an online business for several years, but she doesn’t know where to start. She needs someone to show her how to build her business in the little spare time she has, so she can eventually quit her job and work from home full time.”
Step 2: Position yourself as the person who can help them
As you go through the exercise of identifying your customer avatar, you will develop a thorough understanding of the specific challenges they are facing, and more importantly, the result they want to create. Armed with that knowledge, your next step is to position yourself as the person who is able to help them get that result.
The first step to positioning yourself as the person who can help them is to create your Unique Value Proposition (UVP). Your UVP is essentially your answer to the inevitable question “what do you do?” (which, by the way, is code for “how can you help me?”). A strong UVP positions you as the go-to person in your niche.
To create your UVP, answer the following 3 questions:
- What type of person do you help?
- What is the problem they are facing?
- What is the result they want?
Now take the answers to each those questions and put them in a single sentence. Using the customer avatar from the previous step as an example, your UVP might sound something like this:
“I show female executives how to build an online business in their spare time, so they can quit their job, work from home and spend more time with their family.”
Write several different versions of your UVP until you find one that feels right and is the most compelling to your customer avatar. Once you’ve got it, use it in your marketing. Include it on your website, in your bio, on your business cards, etc. When you do this, you will literally start to attract your customer avatar, because when they see that message, they will feel as if you are speaking to them directly.