Know Your Client | Identifying Your Intended Audience And Target Client

– [Narrator] Well hello,
people of Fearless. So today we've got the Avatar Training How to Identify Your Perfect Client. I think we're just gonna
get straight into it. It's probably the best way forward. So basically here's what
I'm gonna be covering on this video. So first we're gonna go
through what's not an avatar and the potential pitfalls
when designing your avatar. It's better to know what
not to do, I think, first and then we can kind of
focus on the positives and what is a good avatar.

How to nail down your avatar. And then, finally, testing it out because sometimes people do
all of the work on their avatar and then kind of don't
really do anything with it so I just wanna make sure
that everybody's kinda clear on exactly what it is that they, to make sure that once
they've developed their avatar that it does make sense from
a commercial perspective. So first and foremost;
what's not an avatar? So you'll have all heard the term SME. So this is a massive bugbear of mine, and the reason for that
is that, basically, there are 5.9 million
businesses registered in the UK. I don't know how many there are world wide but I guess we can worry about that when I get my first
international clients on board. And I just want you to kinda guess, how many of those are
defined as a large business? Yup, probably fewer than you thought, a lot fewer than you thought.

There's only 6,000, I think,
to 9,000 large businesses. So SME stands for Small
to Medium Enterprise so I'm focusing on the large businesses. 6,000 to 9,000 out of 5.9 million. So essentially what that means is that SME isn't a target, it's
all of the businesses. And it's far too vague, and as a result your
messaging will be vague. It's the same as kind of
saying that, you know, if you're a B to C company, business, business to consumer business,
that you help people.

I think, actually, you know, when there's 70 million
people in a country and 5.9 registered small businesses, like the reality is for
most of us, you know, relatively agile small businesses, you guys don't need all of the clients. You just need a select few clients in order to create a really nice profitable, sustainable business, okay. So it's really important
that you don't piss me off and use the term SME. That's the first thing I
want you to think about. So, just give me one second, here we go. So next up I've got the
pitfalls, basically. So there's like four or five downsides. Basically, if you get your avatar wrong you'll never get clarity
on exactly who it is that you're gonna serve.

The first one is about being too vague and not being specific
enough in the right areas. So a lot of people when
they come to doing, like, developing an avatar,
they kind of keep it: He's a man, 34 to 45, drives a Saab, and reads the Mail on Sunday, and maybe plays golf on the weekends. But actually this doesn't really give us any useful information
to be able to go out and target people, unless, for example, you were gonna, like, sponsor
an event sponsored by Saab, sponsor a golf course, or put something into the Mail on Sunday, which nobody really advertises
like that these days, unless you're like a big big business. Also, like, second of all, like, being too wishy washy and woo-woo. So words or sentences like, "My avatar is a strong individual, "who confidently goes through life.

"She commands respect from her peers." Et cetera, et cetera. For me is kind of just a bit to vague, a bit too wishy washy. We've got to be much, we've gotta get a lot
more specificity in there, like be specific about the sorts of things your clients connect to and I'll be going into that, sort of, further on through this training. Also, one of the mistakes
that you might be making is thinking that niching is bad. So, to choose a niche means like getting really focused on
a specific target market and cutting out everybody else. So like I said, there are
5.9 million businesses and 70 million people in the UK, seven billion people in the world. You don't need to sell
to all of those people. For most of us we just need to, like, find a small, select number of raving fans who really get exactly
what it is that we do. So, you know, so try and
niche where possible. And basically, you know, what
happens if you get it wrong? Your messaging will be vague,
your offer will be vague, you'll have tonnes of vague conversations and wonder what you're doing wrong and not selling anything.

You'll do lots of, people
will ask for coffee, and you'll leave the coffee meeting wondering what they did. They'll be wondering what you did. And, you know, you won't sell anything. So ultimately, like, defining your avatar is what leads on to how
you go about selling and being able to convey the message, the messaging about your products, your value proposition, making sure they understand your pricing, your value stack, and
what they're gonna get, basically, for their money.

So what is an avatar? Worthwhile just doing a little, everybody loves a definition. Your avatar is your perfect customer. So for our purposes right here and now let's define an avatar
as a person, singular, who embodies your perfect customer. They are the person who you
are creating your business, your content, your products
and your services, for. Okay? And, in fact, your avatar cannot wait for you to launch your business because what you're
gonna provide them with is going to help solve the pain point and fill the informational void that they're currently experiencing. So it's gonna solve
their biggest pain point and solve an informational gap that they need to fill in, basically, to make their business or their life grow. Hopefully that kind of makes sense. So you've gotta think
about the perfect customer, okay, not a group of customers but the single perfect customer.

So a couple of things that you can do in order to, kind of, start
to break down, like, you know. You'll have heard me talk
about my Marketing 101, so identify your target market
and ask a question like, where do they hang out? Then you've got to get to them, then you've got to show up regularly and offer 'em with the same
consistent message, okay. So this is kinda likes step
two in that Marketing 101. It forms part of the avatar. So you've go to identify, like, what are their favourite brands? What are their favourite websites? Where do they go to get
their breaking news? What apps do they use? What industry and business
news do they look out for? Are they following, like, marketing or sales or financial
or whatever, you know. Are they looking for
specific pieces of advice? Do they use Twitter, do they use Facebook? Are they on LinkedIn? Are there other places
where they hang out? What personal goals do they have? What business goals do they have? And finally, what family
goals do they have? So the last three there,
really, is about, like, because most of you who offer services in Fearless Business,
service-client businesses, you will offer some kind
of, like, transformation.

So you'll be offering, like, this is where you are now, this is where you want to get to, so you've got to be able to identify with what their personal business
and family goals are in order to be able to sell to them and understand them, and understand, like, what their transformational
journey looks like. Okay? So here's just, like, some numbers. Everybody knows I love numbers. So one of the ways to think about it is to start off with a broad audience. So, like me, I work with
service-client businesses. Now, I've made these numbers up, alright? I was lazy, I didn't look, but you can go and grab
some numbers, probably, or work out, like, put some
approximations in there. So I kinda guessed that there's 2.3 million service-client
businesses in the UK, okay, out the 5.9 million businesses. Then, and we're gonna come onto
the problem a bit later on, but then, like, we've gotta
look at their problem, so, these clients are stuck
charging time for money. And, you know, out the 2.3 million I assume that there's
1.8 million businesses with this pain point.

Then we've got to start to
get a bit more specific. Okay? So we go broad, we look at their problem, and now we start to go more specific. Okay? So in here, and these are
my avatars that I work with, so accountants, coaches,
consultants, law firms, creative agencies, and freelancers. Okay? Or if I was to do it singular,
an accountant, a coach, a consultant, a law firm, a
creative agency, a freelancer. Okay? I know I've put, I do
serve people, sort of, at the moment, UK-wide,
and broader than that, but in this instance I kind of, you know, as you go from 2.3 million to 1.8 million then, and your specific
audience is 158,000 in the UK, but then in Gloucestershire
there are 7,000 businesses.

And then finally we can nail
down the exact companies that fit within that sort of
avatar, that target market, and there's like four company names there that I've met up, of which
there's one of each, okay? So what we're trying to do is
just narrow down our audience. And it might, you might feel like, well gosh, if I've only
got 7,000 companies that I can target, well there's
two ways of lookin' at this.

Actually, in niching my avatar, I've kind of cut out nearly 2.3 million, but hey, you're still left with 7,000 potential clients there, okay? That's a lot, and if you
only need 10 of them, or 20 or 100 of them to create a six- or seven-figure
business, then, like, that's plenty a big enough
pond to fish in, alright? What this training came out of was one of the Fearless clients posted, without really too much prompting, that his avatar was potential
soldiers and obstacle races. Okay? So that's a really, you can't be more specific
than that as an avatar.

And there will be Facebook groups where both of those audiences hang out. There'll be pages which they like. So, you know, obstacle races
will be like Mud Runner and things like that. So in this instance, and what I've also done is the solution. So we know what the problem is, and we've kind of wrapped that up in what the solution looks like. So potential soldiers and obstacle races who need to be fit in eight weeks, okay? So if you remember, mine is service-based, client-service businesses who want to double their
turnover in six months, okay? Freelance graphic designers
who want more money, okay? We could be, I could
be more specific there about the money, so he wants
to double their turnover, gross a six-figure freelance business, or whatever it might be. In-house marketers who
want to go freelance, okay? Or copy writers or whatever it might be. Ten-year smokers who want to quit. Alright, so hopefully this is kinda resonating
with a few of you, and you'll be starting to
get a bit of clarity about, kind of, where I'm going with this.

It will become more clear
if you watch this video alongside the Facebook
organic learning, training, which I'm gonna do next. So keep an eye out for that. But hopefully this is
starting to get you to be a bit more specific about who your perfect client is
and where they hang out, what sort of problems they've got, okay? Just as a little exercise, I'd probably pause the
video at this point, just grab a bit of paper, and maybe list the three problems your ideal customer is having, which, specifically, which makes them an ideal customer for your business. Alright? So go deep on their pain points, like why is it a problem? Why wouldn't they wait
until tomorrow to solve it? Why do they just wanna jump
on that horse and, like, get it resolved today? It's really important, okay? So go away and just think
of those three problems, write them down on a bit of paper.

Next up, start to think about, like, what's the worst thing
that could possibly happen to your ideal customer if their problem isn't
eventually solved, okay? This is a bit like the
fear setting exercise. If you haven't done that, go
and check it out in the portal. Like, you know. What's the cost of not taking action? And what's the, you know,
the worst possible thing that could happen if
they don't take action? If their problem isn't eventually solved, where's it gonna leave them, okay? So, how's it gonna make your customer feel if their problem isn't solved? If you're in a B2B
business, like, you know, in the corporate world, how might their boss react to that? What would their friends think, okay, if they don't get on
and solve their problem? If they don't stop smoking? If they don't stop drinking? If they don't take control of their life? If they stop being a Moaning Minnie? If they don't make the
money which, you know, their friends think that they earn? All of those sorts of things.

What would their friends think? What could happen to their
career or personal life if they don't solve this problem? What could be the financial
consequences or costs for them not taking action? What could be the
professional consequences? Could they lose their job? What could be the personal
consequences, okay? You know, worst case scenario, could they lose their house? Could they get divorced? Could they not see their kids? You know, all of these things, like. The reality is, like, we don't talk about the stuff enough but these are things that
could actually happen. Secretly, like, what is
your customer afraid of, that they would never speak about? You've gotta get, like,
deep down and dirty in terms of nailing your avatar and understanding their pain point, okay? Then, as per the fear-setting exercise, what's the best thing that could happen to our ideal customer if their problem is solved, okay? So, by the way, the last
exercise on the previous page, this will help you identify where they might be going, what Facebook groups
they might be joining, in order to get answers
to their problems, okay? To get solutions to their problems.

And that is where you need
to stop hanging out, alright? So next up, so, what is the best thing
that could possibly happen to your ideal customer if
their problem is solved? What would their perfect
solution look like? And hopefully it's aligned with what your product
or service looks like, your solution that you're
offering looks like, okay? What is it that they really
want more than anything else? What's gonna be a slam dunk for them? What would they be willing
to pay almost anything for in order to get that result, okay, in order to have that problem resolved? And how does your product
or service match up to your customer's needs and desires? Okay? Again this will give you an indication about where you should be marketing, where you should be hanging out, where you should be starting
to solve people's problems, okay, at a very basic
level, very granular level.

And how can your business help to solve your customer's problems? What is it that you are trying
to provide to your customers, okay? If you can start to answer these questions you're starting to provide
that solution to your clients. Your not solving their problem but you'll be able to find ways of communicating and
messaging to your avatar so that you can build and
create that connection, okay? This is the last part of the video, or the learning, sorry. This is around testing your avatar. Basically this is a simple
process of market research that you can test on
multiple different avatars over a period of time, 'cause it might be that
you select an avatar now and it just doesn't, it
feels a bit like, [grunting] it doesn't quite feel right. So what you might want
to do is choose, like, or test over a period of time,
several different avatars, and see which one produces the best results
for your business, okay? So, simple as three steps, basically, in terms of market research.

So, and you can do this just by, in the right groups once
you've built up rapport, asking questions, asking
these three questions, okay? So put the idea out
there, pitch the solution, like, give them a bit of background, so tell the problems
that that avatar faces, pitch your solution, and then
ask a very simple question: Do you like this product,
service, or offer that I'm putting out there? The second question you ask: Would you be willing to
spend some money on it? Not how much, at this point, but would you be willing
to part with some money if I could solve this problem for you? Okay? And then finally, what
you want to do then is, show them the cost of
not using your solution, and then ask 'em how much
they would spend on it, okay? So heaven if you do, hell if you don't. So, heaven if you do buy my product. You know, if we give you
the solution, guaranteed, how much would you be
willing to spend on it? But then you've also got to,
on the flip side of that, show them how much it's costing them by not taking action, okay, because people have gotta see, you've gotta see see both ends of see-saw, both ends of the equation here, to work out whether
your product or service is value for money or not, okay, or your avatar has to be shown
both sides of the argument.

Cool, so, lots of things to think about. What I'd suggest you do, 'cause you're gonna need
to probably spend, like, an hour, two hours, three hours now just, maybe just, like, open up a Word .doc or get a note pad out, go back over this video and
pause it at strategic points, okay, and start answering
some of these questions because this will help
you to determine, define, what your avatar looks like, which then leads on to the next video which is about how we then go about doing our organic marketing in
order to attract our avatar, our perfect avatar, to us, okay? To put this into perspective, I went through this process, I designed and wrote up my avatar, I did a post answering
these three questions in it, and then I put a very simple
call to action at the bottom which was just a book it, if this resonated, book a call.

Booked the call and closed a 7 1/2k client off the back of this, okay? So you guys can do this, guys and girls, you can do this, but you've gotta put the time into it in order to really deeply
understand your customers. This is just, I'm gonna be honest, this is something that people
just skip over normally and they're not interested in, and then they wonder why their
not getting clients, okay? So this is like really, really important. If you can absolutely nail your avatar then you're gonna be well
on track to, you know, starting to create
clients on demand, okay? And automating, like, you know, basically attracting the
right sorts of clients, 'cause basically what you're
doing is connecting with them on a level whereby they can see that you really deeply understand their problems and pain points, and that you want, there's
a deep desire there, and belief there, that you can help them to
come to a solution, okay, and to resolve those problems, okay? It's not sleazy selling
or anything like that.

It's just a process of really understanding
your perfect client, okay? So, go and crack on. If you've got feedback, chuck
it into the Facebook group if you want to. If you want me to kind of
like run over your avatar, and also, like, if you
are unsure about anything on the avatar side of things, like, do bring it into the weekly call and we'll run through it, like we'll just spend five or ten minutes just discussing your product,
or service, or offering, and whether your avatar
kinda matches up with that. How easy we feel it is in
order to attract that avatar. And what your next steps might be. Whether the niche you've chosen
is the right niche for you. And how you might go
about testing the avatar. So, fire into the Facebook
group, or, like I said, jump on the weekly call and
we'll start to dissect it.

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