Susan E Young // One96.co

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2 THE BIZ BESTIE GET INSIDE YOUR PROSPECTS HEAD Understanding yur market and exactly wh yur niche clients are is cmpletely aligned with yur brand and wh yu are. T be able t market yur Brand and yur Prfile effectively and in a way that is very attractive t yur Ideal Prspect, as well as getting inside their heads, yu need t be able t answer these questins, at least the majrity f them anyway. This will ensure yu get the fastest results pssible t reach, engage, impact and inspire. It will help with hw yu are ging t psitin yurself and hw yu are ging t market yurself, yur brand and yur services when yu knw EXACTLY the psitin yur ideal prspect / client is in easier and relevant fr them. G thrugh these questins and answer them. Put yurself in THEIR shes s that yu can tap int what they are experiencing right nw, befre they find yu.

3 STEP ONE What gender is yur ideal prspect? What s her name? Hw ld is she? What clur f hair des she have? What clur eyes? Des she have children? What s her average incme? Marital status? What industry des she wrk in? What are her values? What s imprtant fr her? Hbbies? Where des she live? What s her favurite music? What TV shws des she watch? What s her favurite? What is she telling herself? What is she feeling right nw? What questins is she asking herself abut yur pssible slutin? What des she really fear that is true?

4 What des she wrry abut? What des she chse t lk at? What des she chse t ignre? What is the wrst case scenari? Hw des she fear thers will react? What might fail in my life if this situatin gets wrse? Where will I lse pwer, cntrl and influence in my life if nthing changes? What are her secret ambitins? What d I secretly wish was true? What d I hpe is actually true? What am I betting n being true? What is the dream slutin fr her? If it were all t happen perfectly fr her, hw wuld the stry g? Hw wuld thers respnd? What wuld she be able t d nw? What can she achieve r get nw? Where wuld she be mre pwerful and influential? What wuld happen if this were t cntinue t get wrse? What d they really, really want fr themselves and their lives right nw? Hw wuld she be feeling if she had what yu ffered? Hw wuld she be acting if she had what yu ffered? Hw wuld this change her life? Ultimately, what is the biggest prblem that yu can help t slve? What are her tp 3 frustratins in her life right nw? What wrds des she use all f the time? What bjectins des she have t the prducts / service that yu are prviding? What inspires her? What des she wish she had mre f?

5 INSIGHT BREAK Talking the language f yur ideal prspect is imperative. There are a lt f questins there, begin with 15 f them and wrk thrugh thse. When it cmes t Persnal Brand Management, yu will be able t d this mre effectively at netwrking events, n scial media and yur website, speaking engagements much mre strategically when yu knw the answers t these questins because everything we are creating in yur brand will ATTRACT these peple t yu. This als wrks if yu are defining yur audience fr speaking engagements, events and fr yur bks. STEP TWO Once yu have the answers t the questins, yu need t write a prfile f yur ideal client / prspect / custmer as fllws: Melissa is 36 years ld. She has 2 children under the age f 8. She is married and the husehld incme is $120k per annum. She has her wn business that she runs frm hme. She is cmpletely verwhelmed and frustrated in her business as she finds managing her time difficult, her systems and prcesses aren t smth and althugh she knws hw t create the technlgy, she feels like she is ging backwards rather than frwards because instead f cnnecting with her clients, she s prcrastinating and wrrying abut her brand, hw she lks and her lack f cnfidence when she s nline. It s funny because when she s ffline, her ability t cnnect is a breeze and lves speaking, netwrking and running wrkshps. She believes that t be a gd mther and wife, that her needs cme after everyne else s. Thugh she s starting t realise that nt taking time ut fr herself is having an impact n her business, thugh she can t quite put her finger n it. She s making mney, ding great things, knws she needs t up-level and wants help with s many things, but wuldn t knw where t start. She wants fast slutins t her prblems. She is willing and ready t invest t turn her business int a well-iled machine. GO DEEPER THAN THIS. Think abut what she s ding n a daily basis, what her day lks like, wh is she spending time with, what s hlding her back, wh is she cmparing herself t, what is she telling herself that is sabtaging her prgress?

6 Nw that yu have an utline f yur ideal custmer, yu can begin t speak in her language. This is the tip f the iceberg f the strategy, we will g deeper as we travel alng. T becme mre attractive and magnetize the clients that yu want t wrk with, particularly if yu are ging t appeal t them nline, n Facebk r at a netwrking event, yu MUST keep this persn in the frnt f yur mind. This is wh yu are marketing t. This is the beginning f selling yur brand and understanding wh yu want t surrund yurself with t have the business yu really, really want. OK, nw cnsider the SOLUTION that yu ffer. Create 5 benefits (what s in it fr me) that tie int yur prduct / slutin / service that will help yur ideal prspects t buy frm yu. If yu have a multiple prducts / services, then think abut the PROBLEM yur ideal client has and wrk with ne prduct at a time. The ne that will make yu the mst mney! THE STEPS TO NICHE WHAT DO YOU WANT TO OFFER? What d yu want t ffer? Niching starts by lking at yurself and asking, what are the gifts that I have t ffer?, where is there a gap in the market that I want t bring smething t?, What d I feel called t create?

7 WHY? Why is this the thing yu want t ffer? What s the reasn yu ve seen a gap in the market r smething missing and n-ne else has nticed? There s always a reasn fr wanting t create smething and thers dn t r haven t this ALL has t d with yur stry! HOW? Hw are yu ging t ffer it? What vehicle f delivery will be different frm the way thers d it? What s unique and awesme abut yu? Yu have a different vice, ideas, perspective, what s yur stance? What wuld be the best way fr yu t g frward ffering?

8 WHO? Start with a general utline f wh yu think this wuld be the best fit fr. Start t think abut wh yu really want t wrk with and why wuld they be drawn t this ffer? Wh wuld benefit and what type f persn d yu think wuld wrk well / wh wuldn t yu want t wrk with? WHO? Nw we get int the specifics use the tl abve and the examples prvided in anther dcument t g DEEP with this. Pick at least 3 subgrups that wuld be a great fit and then yu can identify yur specific target market(s) t test with very specific criteria.

9 EXPERIMENT! Hw can yu d a test t see if yu were right? Befre yu head ff and spend mney n branding r rebranding, try a small experiment and make sure it wrks. Mre ften than nt, the target market YOU think will wrk desn t. The nly way t figure this ut is by trying it ut. REFLECT What has wrked and what hasn t? Reflect back n yur experiment, what can be tweaked? Language, message, details and specifics? Learn frm it and start ver again at step ne!