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๐ˆ๐๐ž๐š๐ฅ ๐‚๐ฅ๐ข๐ž๐ง๐ญ ๐€๐ฏ๐š๐ญ๐š๐ซ๐ฌ (๐ˆ๐‚๐€๐ฌ) - ๐€๐ซ๐ž ๐“๐ก๐ž๐ฒ ๐‘๐ž๐š๐ฅ๐ฅ๐ฒ ๐€๐ฅ๐ฅ ๐”๐ง๐ข๐œ๐จ๐ซ๐ง๐ฌ ๐€๐ง๐ ๐†๐ฅ๐ข๐ญ๐ญ๐ž๐ซ?

What you REALLY need to do to attract your dream clients.



I once had a client hire me to create 5 Ideal Client Avatarโ€™s (ICAs) of their customers. This was a major corporate and the project was a preeeetty BIG deal for me. I had to get it right!


The ICAs were supposed to help their staff to really understand their customers and be able to recommend the right products/solutions to them. They had to be easily identifiable and feel โ€˜humanโ€™


๐“๐ก๐ž ๐จ๐ง๐ฅ๐ฒ ๐ฉ๐ซ๐จ๐›๐ฅ๐ž๐ฆ ๐ฐ๐š๐ฌ: ๐ฒ๐จ๐ฎ ๐œ๐š๐งโ€™๐ญ ๐œ๐ซ๐ž๐š๐ญ๐ž ๐Ÿ“ ๐ˆ๐‚๐€'๐ฌ ๐ญ๐ก๐š๐ญ ๐ซ๐ž๐ฉ๐ซ๐ž๐ฌ๐ž๐ง๐ญ ๐ž๐ฏ๐ž๐ซ๐ฒ. ๐ฌ๐ข๐ง๐ ๐ฅ๐ž. ๐ฉ๐ž๐ซ๐ฌ๐จ๐ง ๐ข๐ง ๐š ๐Ÿ๐Ÿ“๐ฆ๐ข๐ฅ+ ๐œ๐ฎ๐ฌ๐ญ๐จ๐ฆ๐ž๐ซ ๐›๐š๐ฌ๐ž.


The ICA's were focused on things: like what Jamieโ€™s favourite breakfast was, or which sports Julieโ€™s 5 kids played after school. And none of the answers were relevant to the solution being offered.


Plus - Sandra's 2 kids didnโ€™t play any sports (so which ICA did she fit?) and Jackson didnโ€™t eat breakfast (so which ICA did he fit?).


Ughโ€ฆ things could get real messy, real quick. Instead of clarity - we were creating confusion. Lots of it.


Soooooโ€ฆ what to doโ€ฆ


I tried. Really. Hard. to make it work. After weeks of hitting my head against the wall I decided it was time to change the game. I gathered up all 5.8inches of myself, walked into the boardroom and suggested we take a different approach.


One that focused less on the fact that Annieโ€™s 2 year old loves unicorns and glitter, and one that focused more on Annie the human being:


- how she was feeling in that moment

- and what her real needs were.

- What her real pain points were.

- Aaaand how the company could actually solve those problems.


EUREKA! They loved it - and they became one of my most loyal clients into the future.



I see this same mistake happening in coaching all the time!


Everyone is saying you have to get your Ideal Client Avatar done and then clients will just roll in.


Theyโ€™re not wrong. But theyโ€™re still focused on the unicorns and glitter. The fluff thatโ€™s distracting you from really understanding your client and speaking their language.

๐˜โ€™๐˜ฎ ๐˜ฏ๐˜ฐ๐˜ต ๐˜ด๐˜ข๐˜บ๐˜ช๐˜ฏ๐˜จ ๐˜ต๐˜ฉ๐˜ฆ ๐˜ง๐˜ญ๐˜ถ๐˜ง๐˜ง ๐˜ช๐˜ด๐˜ฏโ€™๐˜ต ๐˜ช๐˜ฎ๐˜ฑ๐˜ฐ๐˜ณ๐˜ต๐˜ข๐˜ฏ๐˜ต. ๐˜‘๐˜ถ๐˜ด๐˜ต ๐˜ด๐˜ข๐˜ท๐˜ฆ ๐˜ช๐˜ต ๐˜ง๐˜ฐ๐˜ณ ๐˜ฃ๐˜ถ๐˜ช๐˜ญ๐˜ฅ๐˜ช๐˜ฏ๐˜จ ๐˜ฑ๐˜ฆ๐˜ณ๐˜ด๐˜ฐ๐˜ฏ๐˜ข๐˜ญ ๐˜ณ๐˜ฆ๐˜ญ๐˜ข๐˜ต๐˜ช๐˜ฐ๐˜ฏ๐˜ด๐˜ฉ๐˜ช๐˜ฑ๐˜ด ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜บ๐˜ฐ๐˜ถ๐˜ณ ๐˜ค๐˜ญ๐˜ช๐˜ฆ๐˜ฏ๐˜ต๐˜ด. (๐˜๐˜ตโ€™๐˜ด ๐˜ข๐˜ญ๐˜ธ๐˜ข๐˜บ๐˜ด ๐˜ข๐˜ฃ๐˜ฐ๐˜ถ๐˜ต ๐˜ถ๐˜ด๐˜ช๐˜ฏ๐˜จ ๐˜ต๐˜ฉ๐˜ฆ ๐˜ณ๐˜ช๐˜จ๐˜ฉ๐˜ต ๐˜ด๐˜ต๐˜ถ๐˜ง๐˜ง ๐˜ข๐˜ต ๐˜ต๐˜ฉ๐˜ฆ ๐˜ณ๐˜ช๐˜จ๐˜ฉ๐˜ต ๐˜ต๐˜ช๐˜ฎ๐˜ฆ.)


ICAs are more general. They focus on a target group. Your ideal target group.


Itโ€™s not putting your clientโ€™s in a box. (๐˜ ๐˜ฐ๐˜ฏ๐˜ญ๐˜บ ๐˜ธ๐˜ฐ๐˜ณ๐˜ฌ ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜ญ๐˜ข๐˜ฅ๐˜ช๐˜ฆ๐˜ด ๐˜ธ๐˜ฉ๐˜ฐ ๐˜ข๐˜ณ๐˜ฆ 25+, ๐˜ธ๐˜ฆ๐˜ข๐˜ณ ๐˜ฏ๐˜ฆ๐˜ฐ๐˜ฏ ๐˜ฑ๐˜ช๐˜ฏ๐˜ฌ ๐˜ด๐˜ฌ๐˜ช๐˜ฏ๐˜ฏ๐˜บ ๐˜ซ๐˜ฆ๐˜ข๐˜ฏ๐˜ด, ๐˜ธ๐˜ข๐˜ต๐˜ค๐˜ฉ ๐˜Ž๐˜ณ๐˜ฆ๐˜บโ€™๐˜ด ๐˜ˆ๐˜ฏ๐˜ข๐˜ต๐˜ฐ๐˜ฎ๐˜บ ๐˜ณ๐˜ฆ-๐˜ณ๐˜ถ๐˜ฏ๐˜ด ๐˜ข๐˜ฏ๐˜ฅ ๐˜ฆ๐˜ข๐˜ต ๐˜ง๐˜ณ๐˜ถ๐˜ช๐˜ต ๐˜ญ๐˜ฐ๐˜ฐ๐˜ฑ๐˜ด ๐˜ง๐˜ฐ๐˜ณ ๐˜ฅ๐˜ช๐˜ฏ๐˜ฏ๐˜ฆ๐˜ณ (๐˜บ๐˜ฆ๐˜ด - ๐˜ ๐˜ด๐˜ข๐˜ช๐˜ฅ ๐˜ฅ๐˜ช๐˜ฏ๐˜ฏ๐˜ฆ๐˜ณ - ๐˜ธ๐˜ฉ๐˜ข๐˜ตโ€™๐˜ด ๐˜ธ๐˜ณ๐˜ฐ๐˜ฏ๐˜จ ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜ง๐˜ณ๐˜ถ๐˜ช๐˜ต ๐˜ญ๐˜ฐ๐˜ฐ๐˜ฑ๐˜ด ๐˜ง๐˜ฐ๐˜ณ ๐˜ฅ๐˜ช๐˜ฏ๐˜ฏ๐˜ฆ๐˜ณ? ๐˜‘๐˜ถ๐˜ด๐˜ต ๐˜ฌ๐˜ช๐˜ฅ๐˜ฅ๐˜ช๐˜ฏ๐˜จ.) When you do that, you loose.


๐—œ๐—–๐—”โ€™๐˜€ ๐—ฎ๐—ฟ๐—ฒ ๐˜†๐—ผ๐˜‚๐—ฟ #๐Ÿญ ๐˜๐—ผ๐—ผ๐—น ๐˜๐—ผ ๐—ด๐—ฎ๐—ถ๐—ป ๐—ฐ๐—น๐—ฎ๐—ฟ๐—ถ๐˜๐˜† ๐—ถ๐—ป ๐˜„๐—ต๐—ผ ๐˜†๐—ผ๐˜‚ ๐˜€๐—ฒ๐—ฟ๐˜ƒ๐—ฒ, ๐—ต๐—ผ๐˜„ ๐˜†๐—ผ๐˜‚ ๐˜€๐—ฒ๐—ฟ๐˜ƒ๐—ฒ ๐˜๐—ต๐—ฒ๐—บ, ๐˜„๐—ต๐˜† ๐˜๐—ต๐—ฒ๐˜† ๐˜„๐—ฎ๐—ป๐˜ ๐˜๐—ผ ๐˜„๐—ผ๐—ฟ๐—ธ ๐˜„๐—ถ๐˜๐—ต ๐˜†๐—ผ๐˜‚ ๐—ฎ๐—ป๐—ฑ ๐˜„๐—ต๐—ฎ๐˜ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—บ๐—ผ๐—ป๐—ฒ๐˜† ๐—บ๐—ฒ๐˜€๐˜€๐—ฎ๐—ด๐—ฒ ๐—ถ๐˜€. ย Itโ€™s all about marketing.

And that means your REAL FOCUS should be on:

โ‘ ย  How are your clients feeling?

โ‘กย  What are your clients pain points?

โ‘ขย  How do they express this (what language / phrases do they use)?

โ‘ฃย  How can you solve them?

โ‘คย  How can you communicate that to them in their words?

โ‘ฅย  ...so that they feel understood. โ€œ๐™„ ๐™จ๐™š๐™š ๐™ฎ๐™ค๐™ช. ๐™„ ๐™๐™š๐™–๐™ง ๐™ฎ๐™ค๐™ช. ๐™„ ๐™ช๐™ฃ๐™™๐™š๐™ง๐™จ๐™ฉ๐™–๐™ฃ๐™™ ๐™ฎ๐™ค๐™ช." Aaaaand most importantly, "๐™„ ๐™˜๐™–๐™ฃ ๐™๐™š๐™ก๐™ฅ ๐™ฎ๐™ค๐™ช."

Itโ€™s really thaaaat simple.

When you get this right, minus all the fluff thatโ€™s distracting you, thats when your clients start telling everyone whoโ€™ll listen how awesome you are because. you. just. โ€˜๐™œ๐™š๐™ฉโ€™ them.

And thatโ€™s when you start building a business that attracts your dream clients. on. repeat. without all the struggle.

So tell me: Whoโ€™s your ideal client? Aaaand if you know who they are, are you speaking their language in all of your messaging?

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