I have been working with some wonderful people this week who are setting up their first live webinar events, which is really exciting. And we’ve been looking at their registration pages – and why they weren’t getting many sign-ups. Their dream customers were walking away, empty-handed.
Turns out that most of us are great at talking about ‘what’ we do. And we’re pretty good at explaining ‘why’ we do it, if someone cares to ask. At a push, we can even describe the ‘how’.
But that’s not what your customer cares about.
What he or she wants is to know if what you’re offering will fix their problem, plain and simple.I saw a tweet this morning that sums up the mistakes we make with this:
“Fat Loss is WHAT we do. Transformations is WHY we do it. Weight Training is HOW we achieve it.”
So this gets in the what, why and how.
Boxes ticked, job done?
Nope. That’s not what will motivate your customer. They don’t wake up on Monday morning thinking, “Hey, I’d LOVE a transformation today!”
They might think about fat loss, but that most likely won’t be their Big Why.
And they might have a vague preference for weight training.
But none of these hit the emotional need button. And we buy on emotions – post-rationalising on facts.
(Believe me, I used to be Head of Market Research at Dyson and we really researched this).
And this is why it’s so important to know who your ideal dream customer is and how they tick.
What would motivate them to make the commitment to their dream future and take action, to hire you or buy your product? In the tweeter’s scenario:
- Do they want more energy?
- Do they want to feel fitter?
- Do they want to get healthier?
- Do they want to lose weight?
- Do they want to train for an event?
- Do they want more stamina?
- Do they want to improve their self-esteem?
Can you see (and feel!) how each of these customer motivations could be a totally different person?
And if you market to the what-how-your-why strategy, you risk getting a muddle of customers who don’t really resonate with what you’re offering, won’t get such great results and you won’t enjoy working with as much. I have been the boss of my own business since 2002, working as an NLP Trainer, Mentor To Passionate World-Changers, creating life-changing online courses and publishing four books.
And I know that one of the most scary things you can do in your business is to narrow down the niche of your dream clients.
The idea of having someone come to you and turning them away feels crazy.
The idea of creating a leaflet or brochure or website that consciously appeals to some people, but not to others, can feel terrifying.
But if you don’t get total clarity about your dream customer, what makes them tick, what keeps them awake at night, what motivates them to take action, what would get in the way of them getting results, then you’re unlikely to thrill anyone who comes your way.
AND you’ll be using up your time, money and energy with customers who don’t get you excited, who complain and who feel like hard work. When your dream customer can feel you are standing in their shoes and really ‘get’ their struggles, they are vastly more likely to take action and commit to the solutions you offer.
You will be able to use the words that resonate with them, to use images that inspire and connect with them, and to make offers that motivate them to take action.
When you try to talk to ‘everyone’, you’re really talking to no one.
And your well-intentioned efforts to appeal to everyone can leave you looking like a grey-beige also-ran.
Get specific about who your dream customer is & you’ll be amazed at how it shifts your thoughts, actions & results. https://t.co/plsoUdY6LV
— Clare Josa (@clare_josa) November 6, 2015
When you get specific about who your dream customer is, and talk to that one person, straight from the heart, you’ll be amazed at how it shifts your thoughts, actions and results. You’ll feel more inspired. You will intuitively know which solutions will make their day, and you’ll need to put in much less effort to turn curiosity into commitment. Your inner wisdom will help you to create courses that get them excited and wanting to say yes.
To make the difference you dream of making in the world, you need to move your dream customer through the 3Cs of their change journey:
From Cold to Curiosity to Commitment.
Because unless they make it to Commitment, they won’t make the change you dream of for them. No sale for you. No change for them.
To make the difference you dream of, you need to move your dream customer through the 3Cs of their change journey: https://t.co/plsoUdY6LV
— Clare Josa (@clare_josa) November 6, 2015
You want them to feel like you’re their Champion – like you can read their mind – like you really understand them.
That makes them much more likely to trust you. And it makes it so much easier for you to help them to commit to the changes they secretly want to make.And if you’d like to dive into this more deeply, then you might want to join us for Backstage Pass membership.
Getting into your dream customer’s shoes is our core theme this month (November) and it will be the topic of our members-only live Q&A on 18th November.
Here’s where you can sign up: www.ClareJosa.com/Masterclasses
I’d love to get to help you with this. I’m curious:
- is this topic one you have been struggling with?
- what are your big questions about it?
- and do you have any advice you’d love to share with those who are still struggling?
Let me know via the comments. I’d love to hear from you.
With love, Namaste,
P.S. Are you getting my weekly 5Minute.Biz newsletter yet? It gets you membership of our Facebook VIP group, too. Here’s where you can register.