If you want to create an offer that converts, start with understanding who is your ideal client. Beyond their age or location, understand how to uncover their deep beliefs and emotions that guide their decisions.
What’s the aim of marketing?
It’s to get to know your customers so well that you don’t even have to promote your product. You’re simply offering what they want and need. Because the product sells itself, there’s no need to convince anyone to buy it. And this makes your job easy.
To create an offer that converts, you need to understand what your ideal client looks like. But it’s much more than identifying their location, gender, and age range. You need to understand their mind, their emotions and even desires that sometimes they’re not even aware of.
The lowest level of understanding your ideal client is to understand their behaviors and demographics. This is essential as it helps you later in building up. It can also help you to target your ideal clients in paid campaigns.
The next level of understanding is more complex, but I find it to be the coolest. It’s about identifying their desires, emotions, and beliefs. Desires create goals. Emotion creates actions. And beliefs regulate what we believe to be the appropriate goals for ourselves and the actions we should take.
In this article, I’ll describe each of these elements in more detail so you can understand and apply them. I’ll also give you specific questions that can help you determine how your client feels and what they believe.
The Five Elements
First, you learn these five elements about your ideal client. Only then will it be easy for you to create successful campaigns and products that appeal to your clients.
The first element is the prospect’s behavior. The goal is to understand their behavior so well that we can create for them an offer they can’t refuse. Once we understand their behavior and what’s behind it, we’ll even be able to predict their actions.
Think about your ideal customer. What does their day look like? What do they enjoy doing?
Of course, we should focus on behaviors that are relevant to our niche or somehow related to it. We should dig deeper and even make a list of relevant behaviors. It’s best to identify five to 10 habits that will help us learn more about them.
We should also think about the things they like and the kind of content they follow that are, again, niche-relevant. So, let’s ask ourselves: Do they read any niche-related magazines? Do they follow any influencers? Have they subscribed to some other newsletter? Questions like these should help us to form a bigger picture.
Demographics can sometimes be broad and very general. It’s one of the lowest levels when it comes to understanding our prospects, but it doesn’t mean it’s not important.
Understanding demographics is a base that helps build a picture of our ideal customer, its desires, and beliefs.
Let’s start with the prospects’ age. Every business should know which age range to target. Ideally, you should define a specific age range, even if it’s as wide as 30 to 50 years old. That’s perfectly fine because those people can have many characteristics in common. Identifying the range is important because it’s impossible to target and serve customers of all ages.
When it comes to gender, we are going to use a language that speaks to the predominant one. That’s because we want them to feel like we’re talking directly to them. This gets easier if you’re targeting a certain profession because you can get stats on how many men and women work in that field.
Another important factor is the geographic location. You have to carefully target your clients, especially if you compete in a niche governed by specific laws and regulations. For example, it’s often either impossible or too complicated to apply some ideas outside of the US.
Also, think about the average income, education level, marriage status, political affiliation, and so on. But keep in mind that these factors don’t apply in every situation. If you think that political affiliation or marital status doesn’t have anything to do with your offer, you can skip them. But think about some other factors and preferences you could include instead.
When I say desires, I don’t mean the prospects’ goals or their desires everyone knows about. I’m talking about their deep, unspoken desires. There are the things that drive what we do, even though we don’t want to admit or identify with it.
The first time I learned of this, I thought that it was a bit of a jaded view of the world. But when I started thinking about it – and especially when I started running campaigns – I realized that it always played out this way.
I’ll now go through three of the most common deep desires.
Number one, joining an elite club. This doesn’t have to be obvious, like a desire to become a vice president or CEO of a Fortune 500 company or something like that. For example, a prospect wants to join a special operations community or finish an endurance race. But what’s lying behind that is a feeling of belonging to an elite club.
Number two, the admiration of others. This desire doesn’t only apply to celebrities. Think about plastic surgeons as an example. Deep down, they may want their patients to admire them and show appreciation. They may also want the world to see and admire the great work they’ve done.
Then, there’s also upmanship – a secret desire to be better than their colleagues. Think about how they want the world to see them. Do they want to appear as well-off business owners? Or may they prefer the world to view them as one who puts their employees’ needs first?
You’ll really have to dig deep to find these desires. It can be challenging, but not impossible.
The real question is: What do the prospects want to gain?
Take the fitness niche as an example.
There are so many different factors that could motivate someone to work out and eat healthy.
Maybe they want to be able to put on their high school clothes again. Or maybe they want to get fit because they think it’ll help them find their ideal partner. Some may even have long-term fitness goals.
And what’s behind that? A desire for security at old age.
“I want to keep my body going.”
“I want to stay healthy and independent of others.”
What makes people pay crazy amounts for someone to take them hiking? Adventure and enjoyment. And maybe a little bit of prestige.
On the other hand, we should also think about what our prospects want to be. What roles do they want to have?
If they have kids, they likely want to be great parents. And that’s why they apply to your seminar. They want to improve their skills so they can be more productive at work, which means they get to spend more time with their kids.
Maybe they want to become an authority in their field and gain the respect of their colleagues and community. Whatever it is, it’s your job to find the emotion they want to feel and identify how it manifests on the outside.
Your job is to help them to go from how they feel now to how they want to feel in the future.
On the other hand, there are also some emotions that they want to avoid. Maybe they want to avoid doubt, discomfort, or risk. Perhaps they don’t want to feel lonely. Your product or service could provide the safety and confidence they’re looking for.
To identify your ideal clients and make offers that they can’t refuse, we have to understand their belief system. We have to know what are their core beliefs on some of the essential things in life.
Also, we may need to dig deeper into their beliefs about a particular subject, depending on our niche.
Let’s start with money.
With money matters, there are two groups of people: those who believe that they deserve money and those who think that they don’t deserve it. Maybe they’re not even aware of it, but that’s their deep belief.
Surprisingly, many business owners fall into the latter category. So they focus only on providing service for their clients. Perhaps they also have discouraging beliefs. Many people believe that they’ll never be able to own a seven-figure business or even to beat their competition.
Other common limiting beliefs include thinking that they’re too young or too old to succeed. They may think something like, “How could I succeed when I am only a 23-year-old student?” Or, “I’m too old, no one is going to hire me now.”
Do they believe that they need special skills or knowledge to overcome their problem? What does the prospect believe about the marketplace? And what do they think about others that are selling in the market? Do they think that others have more expertise or knowledge?
We should try to answer all these questions for our ideal clients. When we have those answers, we can say that we finally understand our customers fully.
Understand and Serve
Finding ideal clients is all about understanding their deep needs, desires, and emotions that guide them through life.
When we know that, we can provide solutions and services that help them transition from where they are to where they want to be.
It’s a win-win situation. When we understand our clients, the rest comes really easy.
All the best,
Will “Creator of Offers that Convert” Hinkson
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