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Marketing is about changing what excites you in life from excitement into capital. This way you can do more of it and keep moving forward with it. That’s why it’s so important to really know and care about who your perfect customer and perfect prospect are because you’re not going to be excited about all of them and don’t necessarily want to do business with everyone who needs what you have to offer.
Once you have identified your pefect customer you will also know who your perfect prospect is. You’ll also be in a position to determine where to find qualified prospects, what to offer them, how to deliver on the value you’ve promised and what your value ladder should look like (more on this later).
Finding the qualified prospects that fit your product/service the most will keep your costs down, prevent headaches and provide more opportunity for profitability ($$$$) because they will want you to upsell them and provide them with more value. In fact, I would build into your perfect customer avatar (will cover shortly) that this person either have or be in the process of acquiring the financial means to take advantage of even a $100,000 offer for a product or service of yours.
This way, you’re not only going to be able to greatly simplify your marketing by appealing to a specific person but you’ll be building a community of people where a certain percentage of them actually could and will spend that kind of money with you.
Now, some of what I’m talking about here is very business/industry dependent. For example, if you’re running an ecommerce store that sells clothing and coffee mugs B2C (business to consumer) then building an audience that could take advantage of a $100k offer doesn’t make much sense (unless you have some higher end products to offer as well) and could be too limiting.
When building a consulting business where your clients are other businesses (B2B) then higher level offers for more valuable services in that range might make sense. If you’re unsure then go check out a few of your well-established competitors and see what they’re offering.
What is a customer avatar?
Simply stated, the perfect customer avatar is a storyboard representation of who you believe your ideal customer is, what is important to them and what their life is like.
Traditionally, this was based on demographics like age, sex, religion, geographic location, income, ethnicity and the like. Since the invention of advanced Internet marketing systems, the criteria for which we can target and find people has greatly expanded so now we also need to consider other more “juicy” information about them like movies watched, websites visited, musical tastes, favorite blogs, where they shop offline/online, what books they purchased on Amazon, etc.
Combining all of this is incredibly important for creating the personalized marketing experience your customers now demand because of how precise the targeting can be today. To them, it doesn’t matter that they can buy your product or service from you, it matters that your messaging speaks directly to them.
This might sound really complicated but with the following questions you can get inside the head of your perfect customer:
Needs and emotions –
What are their pains?
What are their passions?
What do they desire?
What do they search for online?
What do they think about?
Locating them –
Where are they online?
What email newsletters do they subscribe to?
What blogs do they read?
What Facebook groups are they a part of?
What books do they order on Amazon?
Where do they spend their time offline?
What magazines do they read?
What is their income range?
What sex are they?
What religion (if any)?
How old are they?
Where do they live or work?
What’s their ethnicity?
What is their marital status?
Do they have children?
Finding the answers to these questions just takes a little time and some digging around online. After you start you’ll be amazed at how easily the avatar starts to come together which leads us to what is in my opinion the most important piece of your perfect customer avatar… their story!
This part is where the human element of all these questions comes into play because your perfect customer avatar now comes to life. The questions here maybe more difficult to answer but it’s well worth it not to rush because having this nailed down will make you SOOO MUCH money and eliminate MOST of the “trial and error” you’d otherwise have to deal with later!
It also allows you to choose your customers because you’ll be able to appeal to specific prospects rather than them choosing you which is the ultimate way to build predictability into your business and life.
Here’s a live example of my perfect customer’s story:
Waldo (Carmen SanDiego for female version) is 31 years old and he drives to work 5 days a week getting up way earlier than he wants to. His job is just his job and the hours 8+ hours spent at the office almost every day is a means to support himself, his wife and his two kids. He fights traffic to get home every day to his family around the same time his wife does because she also works to supplement the family income.
Now they must feed themselves and the kids dinner then get cleaned up, eventually put the kids to bed and then spend an hour or two together before one of them gets tired and goes to bed.
Between them, they make enough money to keep up with the bills and still have an extra $1,000 plus left over at the end of the month but they are stuck because they have all these expenses to cover every month and not much time or energy left over to just live life.
Around 9pm at night, when things finally settle down, Waldo is frustrated because he wants to provide a great life for himself and his family but he doesn’t want to work 40+ hours every week for the next 30 years to do it.
He wants to have options but he knows his options are limited and likes the idea of being able to use Facebook, Google and other advertising platforms to sell things in his spare 2 hours at night or even while he’s at work and otherwise occupied with his family.
Those 2 hours are the most important 2 for Waldo and his family’s future so he wants to learn from a source that has simplified the online marketing process as much as possible but in a way where it’s still the best value for the time and money spent learning and implementing this process because he’s trying to put all the pieces together.
That’s my perfect customer’s story. Your perfect customer’s story won’t always include every answer to the questions listed previously but answering those questions will help you further flush out the story because they will determine parts of the story’s setting like do they live in a nice neighborhood or nice house (based on income range) and so on.
By doing this you can figure out what path you want to take your perfect customer down as you nurture your relationship from cold marketing prospects to actual customers because you’ll be inside their head. It gives you a solid starting point and narrows down your next steps dramatically because all of your decisions will be based on this information about them and how they would react to it.
By now I’m sure you can imagine the power creating your perfect customer avatar commands in simplifying your online marketing process. Consider what it would be like to create marketing campaigns that would speak to everyone that could potentially be interested in your product… the message would be so generic that no one would even notice. And testing would be a nightmare because you would never know why certain variations did or didn’t perform better than others.
It would be like playing the lottery with our business because you wouldn’t be able to build any predictability into your sales and marketing efforts. Now stop imagining selling to everyone because that would be insane.
Believe it or not, the simplicity this creates in your online marketing efforts and generating qualified prospects is rediculous. The amount of trial and error this will eliminate for you later are not the greatest benefits of going through this process. Any idea what could the better than that?
Think about this. Most people believe that their customers choose them. That they are at the mercy of their customers whims but what I’ve talked about here has turned that around on them. Why? Because they actually want you to solve their problem, to have the experience that your product or service can provide them. It just doesn’t always feel like it because they have this convoluted system of barriers (we all do) designed to prevent themselves from being “sold”.
People don’t like to be sold (few people do) but they do like to buy things and have the experience of getting their wants/needs fulfilled. This perfect customer avatar is the basis for creating the messaging that will personally speak to them and entice them to take the action that we want them to. This way, you’re choosing them.
Where? What? How? and when?
In this blog post we’ve focused on the “Who?” part of this process. Of everything you’ll ever do in creating successful marketing, your decisions should all be based on how your perfect customer would or wouldn’t react to it.
And while it will greatly simplify your marketing in all the future Steps discussed in this eBook because you’ll have a basis for which to write copy, design sales processes for, test results against and grow your community around, you still need to:
- Find them
- Create an offer that will entice them to take the action you want them to
- Determine the results they want and be able to deliver those results
- Create a “Value Latter” for your business to generate the most revenue possible and provide the most value to prospects that become customers and then repeat customers
The very processes I’ve used with Marketing Sherpa to get you to this exact point where you’re reading this are all examples of the above. Think about the content that led you to this article and to the optin (exchange your email) at the bottom of this post. Why you were compelled to take all the actions necessary to get here. And the results I’m offering you if you read it then take advantage of the additional resources discussed in this blog post series such as the DotCom Secrets: The Underground Playbook For Growing Your Company Online that will expand on what’s discussed in that Step.
I seriously recommend this book for anyone whose ready to learn how to find their perfect customers, generate qualified leads online, craft an enticing offer for them based on the best results they can deliver and create your value ladder so both you and your customers can get the most value out of your relationship together.
Not only will getting your free copy of DotCom Secrets (just pay shipping) serve as a living example of what a value ladder is, it will masterfully take you through the process of creating your own. Russell Brunson gives away 5,000 + copies a month and once their gone they’re gone, until you can get them again, which could mean several weeks of waiting. You could accomplish a lot in that time if you had access to the genius processes explained inside.
After you’ve told Russel Brunson where to send your FREE DotCom Secrets book. It’s time to build on the knowlege and expertise you’ve gained from this article by moving on to the next topic in the Digital Marketing Simplified series called Copywriting That Converts To Sales.
Here we’ll discuss:
What copy is and why it’s so important for conversions…
How to recognize and create great copy for the 3 main parts of the online sales process…
And how you can have the bulk of the work done for you without having to learn everything the hard way or brank the bank hiring skilled copywriters for $200+ per hour…
These are all things you’re going to need to know so just click on the link below to get informed!
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One of the greatest old school copywriters of all time by the name of Gary Halbert said, “You are one sales letter away from being rich.” The reason for this is because your sales copy is what’s going to make or break you. Most people think look and feel is the most important thing but even ugly websites and funnels can convert well.
A good example of this are websites and funnels in the survival niche (emergency preparedness and survival skills). The best converting websites and funnels here are designed to be cluttered, use unappealing colors and bombard you with text. One of the most successful websites in this space is Survival Life which is owned and operated by DigitalMarketer. It generates over $1 million per month in revenue and if you go check it out then you’ll see that the look and feel isn’t the most important thing for your success in online marketing.
As the evolution of technology, online marketing and sales psychology advanced what Gary said has been modernized by Russel Brunson who said, “You are one funnel away from being rich.” If you’re unfamiliar with funnels then don’t worry, we’ll talk about those in the Marketing Funnels That Make Sales For You post.
At the end of the day It doesn’t matter how much traffic you drive to a website or funnel that isn’t converting because it’s going to cost you more to acquire customers than the revenue the funnel is producing. Great copywriting and sales copy is more important today than ever simply because people are savvy and their bull**** meters are finely tuned thanks to being bombarded with hundreds and hundreds of advertisements every day…
For those of you unfamiliar with marketing funnels, I’m happy to introduce you to one of the best friends you’ll ever have and if you already have experience with them then you know why I would be doing you a disservice to not to write a blog post about them.
Marketing funnels are designed for the express purpose of turning prospects into customers by using sales psychology and online marketing methods. They take your prospects through an actual sales process that is designed to market directly to them in order to increase the likelihood they will take the desired action you want them to like subscribe, download, purchase and so on. How is this different from just buying something on Amazon.com?
Funnels focus on solving a specific problem for a specific prospect. For example, if I’m wanting to start being and feeling healthier then I’ll go to Amazon.com and search “multivitamin” then see this…
Before we jump into sales funnel modeling, the 4th step in eliminating up to 95% of the “trial and error” in the digital marketing process, lets quickly recap on what you should have working for you so far:
1) You should know who your perfect customer is and have created their customer avatar by answering the questions in the Know Thy Prospect And Win Big blog post as best you can, given them a name and have written their story. Now every decision you make will be based on if it’s something this one type of person would like or respond to how you want them to. The DotCom Secrets book I told you about earlier will help tremendously with this as well.
2) The sales and marketing copy you create for your ads and funnels should be based on the principles discussed in the Copywriting That Converts To Sales blog post to give them the maximum effectiveness possible for engaging your perfect customer. Sales and marketing copy play one of the biggest roles in your ad and funnels being successful. If you want save yourself a lot of time and frustration by having it all written for you in under 10 minutes then check out the Funnel Scripts software mentioned at the end of the previously mentioned post.
3) Now that you know who you’re marketing to and what to say to them creating funnels will bring it all together so you can present your offers and lead your prospects down the scent trail all the way to purchasing your product or service. As a huge bonus, you don’t have to learn how to design webpages, program anything or pay a $1,000/mo. for all sorts of testing software, integrations or someone else to manage it for you. I’d recommend using the ClickFunnels software mentioned in the Marketing Funnels That Make Sales For You blog post. You’ll thank me later.
Once you have all that working for you, the next step is to ethically take advantage of all the blood sweat, tears and money that your competitors have shed to figure out what already works in your industry or niche… so you don’t have to. This process is often referred to as “funnel hacking” which is a term popularized by Russel Brunsson who also happens to be the founder of ClickFunnels mentioned throughout my various blog posts. He says that, “When you learn about each funnel type and understand how it works you can funnel hack that and model it, you can dramatically speed up your success. That’s the power of this whole funnel hacking process.”
In other words, don’t reinvent the wheel. Find a successful competitor and ethically model what they’re doing because chances are they’ve spent way more time figuring out what works than you ever could let alone would want to.
There are legal and ethical ways to do this so be sure to pay attention to the guidelines given below otherwise you risk losing your credibility and getting sued. Copying anything that is copyrightable is considered stealing. Focus on modeling the process because that’s at least 50% of the funnel’s success. The other half belongs to copy, you can model that as well but it needs to be your own version of it…
I’ve been privileged to play a key role in building communities for several businesses now. One of them was for a software startup whose team grew from 3 to 15 people over a 4 year period. We never had any investment capital and were totally self-funded so everyone working there knew we we’re walking a tightrope without a safety net. In terms of size, we were ants compared to our competitors down the road (literally) who were 50 and 100 plus people strong and we also couldn’t compete with them in terms of starting salaries or benefits. When we would hire new people they would immediately start receiving emails and LinkedIn messages from recruiters offering them positions with our competitors. Normally an employer might freak out about this but it was actually a joke around the office that this happened all the time. Sometimes I would get copied on emails (cc’d) from someone in the office turning down the recruiters offer… Those were proud moments for me and those days were more fulfilling than the highest revenue days or years we ever had.
It’s easy to look at that and think, “Who were these crazy ass people that chose to work for us when there wasn’t really any logical reason for them to do so?” It wasn’t necessarily in their best interest but they did it anyway. The simple answer is that they weren’t doing it for us, they were doing it for themselves.
The right people were immediately attracted to working for us the minute they walked into our office for an interview because we effectively communicated what we believed and it resonated with them. The creative learning environment where we taught our junior developers and interns how to express themselves through sound software development design and methodologies would then be used in the real world to change the lives of our clients and bring their own ideas to life as well. The politics and blame free environment we created allowed everyone to become their best by growing from making mistakes and trying new things then contributing what they learned by sharing with the rest of us. It was such a fun environment that developers from our competitors would hang out with us at the office on Friday or Saturday nights to drink and play games. The sumo wrestler logo was a point of pride to wear in and out of the office. We had to constantly have more shirts made because our clients and their family members wanted to wear them. One client told our CEO that our shirts were all over their office which was really cool.
I would speak at events and introduce myself by telling people a story about how a project we did for a client saved a local business with 50 plus employees who would have otherwise lost their jobs but that didn’t happen. In fact the product was such a success that not only did no one get laid off, it added an additional $4 million per year in revenue to their bottom line. When everyone showed up at the office we knew that we weren’t software developers, we were a tribe of magicians creating magic and sending it out to transform the world. What we did mattered because we did it for ourselves, our clients just happened to be a catalyst to make it happen. We bought into what we did for ourselves, not for them and they benefited greatly because of it. If you say and do what you believe you will attract people who believe what you believe. This is how leaders inspire people to do what they’re doing.
What is a culture? What is a group? What is a company? It’s a community of people with a common set of values and beliefs. When we have these things in common with each other it causes trust to emerge and we are more likely to do things we wouldn’t otherwise do…
Are you an author, coach, speaker, teacher or entrepreneur that is aspiring to the next stage of your development by expanding your reach into the world, so that you can build a massive community, around your business or message?
There’s something magical that happens to those of us that are able to reach such heights by effectively penetrating the noise of the world with our divine messages…
…we transcend the way we think of ourselves and graduate from coaches, speakers, authors and teachers to healers, architects of lives and worlds, as well as philosophers and influences… of which the former parts are just a small but necessary piece.
The funny thing is that we often struggle with our own versions of the same things that our readers/viewers, students and audiences are struggling with.
Sometimes it’s about what our purpose is, what our message is, how to go about delivering this message and building success on top of the mounting frustrations that present themselves as challenges or obstacles to making a difference in first our own lives and then the world at large.
There is some good news though…all our previous failures are not unjustified wastes of time but rather opportunities that are on the way to the goals and dreams that we so desire. It just takes a new perspective and some creative thinking to fill in the gaps where we see holes in our lives, businesses and contributions to the world.
Here’s how we want to help each other succeed by focusing on new opportunities and thought processes to implement in ourselves and our marketing efforts. This is the foundation for building massive and profitable communities around our businesses and messages…