When focusing on their ideal client, there is a common mistake that many people are encouraged to make.
You may have come across it yourself. It's the sort of advice that gets you to visualise your ideal customer or client.
- How old is she?
- Where does she live?
- What newspaper does she read?
- What does she do for a hobby?
And so on.
Rarely will this type of exercise yield anything useful. Why?
Because there are only two things that your customer or prospect is interested in.
If you talk about these two things, your prospects will sit up and listen.
If you don't talk about them, it doesn't matter how well you think you know your customers, new prospects won't be interested at all.
So what are these two hot topics?Read more ...