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?
It's very simple.
Your customers and prospects are interested in a problem that they currently have that they do not want.
And they're interested in a result that they want that they currently haven't got.
Those are the only two things that you ever need to talk about, to get the rapt attention of your ideal prospects.
So don't waste time trying to imagine your ideal customer or client in minute detail.
Instead, ask yourself these two questions:
- What problems do I solve for my customers?
- What results do I enable for my customers?
The answers to these two questions will form the foundation of everything that you do in your marketing.
It's deceptively simple, and of course, there's a lot more to it than this.
But answering these two questions will set your marketing on course to bring in a constant stream of new and repeat business.
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