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Niche discovery is one of the most important aspects in business branding. You’ve got to know who you’re talking to.
You can say all the right things for all the right reasons, but if you’re talking to the wrong people, it will never matter. Click to Tweet
So, how do you create a customized, right person profile, one that allows for growth and expansion, all the while retaining and honoring your existing client base?
Customers don’t want to be sold to, they want to be inspired. Click to Tweet
Potential customers have landed on your page because they have a need or a goal in mind. It’s your job to understand what they’re looking for and let them know how you can help.
Take note, that while they’re visiting your site in search of a solution, you have mere moments to convince them that they should care about what you’re offering and that you’re their best option. With so much competition customers know they have a choice- plenty of choices. That’s why it’s so important to show them that you get it -you get them- by speaking in a voice that resonates.
The second a potential customer lands on your site is when their relationship with your brand begins. It’s up to you to decide how the rest of the story goes.
Here are nine things to carefully consider when shaping your most-likely-to-buy persona.
They’re among the same questions I ask clients when they come to me with niche discovery issues. Dig deep, be honest, take your time. Your answers will help funnel the masses into a pretty little niche that’s just perfect for you.
1. | DEMOGRAPHICS
What’s their age?
2. | THEIR STOMPING GROUNDS
Where do they hang out?
Locally? A house? Alone? A camper? Within your country? And does it matter?
This means both online and in their communities.
Forums? Facebook? You Tube? Twitter? Concerts? Coffee houses? The mall? With friends?
3.| THE PERSONAL CONNECTION
What aspects of your life will they most relate to?
Parent? Education? Style? Age? Location? A mutual taste in Pins?
4. | THE PROFESSIONAL CONNECTION
What aspects or facets of your work with they most relate to?
Reputation? Referrals? Testimonials? Body of work?
5. | THEIR NEEDS
What are the pain points that bring people to you to seek help?
What goal do they need to meet or need do they want to fill?
6. | YOUR SOLUTIONS
What sorts of solutions are your right people seeking?
Tangible? Intangible? Be specific.
How can/do you fill current marketplace voids?
7. | YOUR QUALIFICATIONS
What do you offer that the competitor does not?
Why can’t they do it themselves?
Why are you the best person to help them?
How are you qualified?
8. | YOUR WRONG PEOPLE
You can’t work with everyone. And you shouldn’t want to. Remember: Quality trumps quantity.
What are the warning signs of your wrong person?
9. | YOUR ULTIMATE GOAL
Finally, figure out what the ultimate compliment a client [or potential client] could give you in regard to your business. Then, work to create that experience in all you do. You’ll create a loyal customer base who comes back again and again.
How do you define your right person? Let us know in the comments.
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