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Member You - Getting Your Prospects' Attention: Create A Character!
Every business wants to keep their customers coming back. Today I will show you how you can do just that.It is extremely important to know what your customer likes as this will help in customer retention and customer relations.Have you ever been to a shop, a restaurant, a drycleaners, a bank and the person there knows exactly what you want?How does that make you feel? If you are like me then the answer would be "great" it makes you feel special, respected, noticed, significant etc.Let me illustrate this by means of an example;Picture the scene: After a long hard day at work Gordon walks into his local bar, approaches the bar c
Yes, you will be making some assumptions and generalities when you do this. That's okay. Just consider you are creating a character that represents the type of client you would like to reach with your marketing. This character is merely a representation.
Combine the character description with a photo
To further identify with your ideal client, you may even want to post this character description along with a photo cut-out from a magazine to represent him/her, as a reminder of who you are marketing to.
Creating a character brings your target audience to life
It allows you to market and speak to people. It enables you to create messages that touch those ideal clients and truly address the challenges they face in their daily lives. It allows you to see how you, your product or service fits into their lives as a solution to those problems.
It enables you to market more effectively
I challenge you to
The economy is at full employment levels and it’s a real challenge if you’re trying to grow your company, to find and attract the best sales and marketing talent in this environment. No longer is it easy to place a Monster ad or put out the word to a couple of friends and expect to find qualified candidates coming to your door.Today it’s a much more challenging proposition. You need to be able to identify, promote and attract A-level talent to your company. This is not an easy task, because all of the top sales and marketing people are already working.That’s why now more than ever, it makes lots of sense to retain the services of a sales and mar
Who is your ideal customer?
Who has a problem that you, your product or service can solve?
Who would be most interested in your product or service?
Who is most likely to buy your product or service?
Once you identify who the best customer or ideal client is for your product or service, write a description of that person.
How old are they?
Are they male or female?
Where do they live?
What kind of work do they do?
What do they do for fun?
What is the problem your product or service can help them solve?
Are they affluent or is money tight?
You may not have all the answers to these questions, but do the best you can to write a detailed description.
Once you have completed the description, take it one step further: Create a character.
What exactly do I mean by that?
Picture in your mind, a single person who embodies all of these characteristics. Once you have a picture in your mind, begin to think about who this person is.
Here's an example
Let's say you are a wellness coach or fitness professional and your ideal client is a middle-aged, overweight woman who does not currently take very good care of herself, but wishes to drop a few pounds and get healthier.
First, here's a description
She is a woman between the ages of 35 and 50 years old; she's married with school-aged children; she works full- or part-time; leads a stressful, busy life trying to manage her family and work responsibilities; doesn't take very good care of herself because she's always caring for others; is 20-30 pounds overweight as a result; and doesn't eat very healthfully.
Now, here's how we create a character
First, we give her a name: Mary Smith
Then we imagine how her typical day goes, as follows:
Mary gets up at 6:00am and fixes breakfast for her two elementary school-aged children. She helps them get dressed and ready for school. She makes their lunches. She kisses her husband goodbye as he leaves for work, and proceeds to get ready for work herself.
Mary loads the kids in the car, drops them off at school, and heads to work. She works in a busy office, and rarely takes time off for lunch. Because she usually doesn't make time to pack her own lunch, she often runs out for fast food or another quick take-out lunch, and returns to the office to eat at her desk while she works.
At about 3:00pm, Mary needs a pick-me-up so she grabs a soda and a sugary snack from the vending machine.
Mary leaves the office at 5:30 and heads to the babysitter to pick up the kids. They arrive home between 6:30 and 7:00pm, tired and hungry.
Dinner is often fast food, frozen pizza or another quick meal, usually lacking in solid nutrition.
After dinner Mary helps the kids with their homework, gives them a bath and puts them to bed.
She sits down to relax in front of the TV with her husband around 9:00pm and has some ice cream f:00am to start this routine all over again.
Now, let me ask you a question
Do you feel like you know and understand your prospective client better based on the general description (age, family status, etc.) or based on the detailed 'character' description about Mary Smith and her typical day?
Which description would best enable you to create effective marketing messages?
Which description would enable you to select places to put your marketing messages to reach this ideal client?
If you're like most people, your answer is the detailed character description because it turns a generalized description of your ideal client into a person you can understand. A person who has very clear challenges and issues you can help solve.
Yes, you will be making some assumptions and generalities when you do this. That's okay. Just consider you are creating a character that represents the type of client you would like to reach with your marketing. This character is merely a representation.
Combine the character description with a photo
To further identify with your ideal client, you may even want to post this character description along with a photo cut-out from a magazine to represent him/her, as a reminder of who you are marketing to.
Creating a character brings your target audience to life
It allows you to market and speak to people. It enables you to create messages that touch those ideal clients and truly address the challenges they face in their daily lives. It allows you to see how you, your product or service fits into their lives as a solution to those problems.
It enables you to market more effectively
I challenge you to
When you look for a job in Canada, you will have to attend to the so called “job interviews”.Very often, you will be asked some inappropriate questions. You definitely need to know how to answer these questions so that you can land the job of your dreams in Canada!Normally, hiring decisions can not be based on certain things, such as marital status, race, religion, etc. For this reason, questions pertaining to this topic are usually considered off limits by most experienced interviewers. They realize there’s no reason to ask a candidate if he or she goes to church or if they have reliable child care.The bad news for you is that not all of
Picture in your mind, a single person who embodies all of these characteristics. Once you have a picture in your mind, begin to think about who this person is.
Here's an example
Let's say you are a wellness coach or fitness professional and your ideal client is a middle-aged, overweight woman who does not currently take very good care of herself, but wishes to drop a few pounds and get healthier.
First, here's a description
She is a woman between the ages of 35 and 50 years old; she's married with school-aged children; she works full- or part-time; leads a stressful, busy life trying to manage her family and work responsibilities; doesn't take very good care of herself because she's always caring for others; is 20-30 pounds overweight as a result; and doesn't eat very healthfully.
Now, here's how we create a character
First, we give her a name: Mary Smith
Then we imagine how her typical day goes, as follows:
Mary gets up at 6:00am and fixes breakfast for her two elementary school-aged children. She helps them get dressed and ready for school. She makes their lunches. She kisses her husband goodbye as he leaves for work, and proceeds to get ready for work herself.
Mary loads the kids in the car, drops them off at school, and heads to work. She works in a busy office, and rarely takes time off for lunch. Because she usually doesn't make time to pack her own lunch, she often runs out for fast food or another quick take-out lunch, and returns to the office to eat at her desk while she works.
At about 3:00pm, Mary needs a pick-me-up so she grabs a soda and a sugary snack from the vending machine.
Mary leaves the office at 5:30 and heads to the babysitter to pick up the kids. They arrive home between 6:30 and 7:00pm, tired and hungry.
Dinner is often fast food, frozen pizza or another quick meal, usually lacking in solid nutrition.
After dinner Mary helps the kids with their homework, gives them a bath and puts them to bed.
She sits down to relax in front of the TV with her husband around 9:00pm and has some ice cream f:00am to start this routine all over again.
Now, let me ask you a question
Do you feel like you know and understand your prospective client better based on the general description (age, family status, etc.) or based on the detailed 'character' description about Mary Smith and her typical day?
Which description would best enable you to create effective marketing messages?
Which description would enable you to select places to put your marketing messages to reach this ideal client?
If you're like most people, your answer is the detailed character description because it turns a generalized description of your ideal client into a person you can understand. A person who has very clear challenges and issues you can help solve.
Yes, you will be making some assumptions and generalities when you do this. That's okay. Just consider you are creating a character that represents the type of client you would like to reach with your marketing. This character is merely a representation.
Combine the character description with a photo
To further identify with your ideal client, you may even want to post this character description along with a photo cut-out from a magazine to represent him/her, as a reminder of who you are marketing to.
Creating a character brings your target audience to life
It allows you to market and speak to people. It enables you to create messages that touch those ideal clients and truly address the challenges they face in their daily lives. It allows you to see how you, your product or service fits into their lives as a solution to those problems.
It enables you to market more effectively
I challenge you to
IRS audits can be stressful, time consuming and, in some cases, expensive. This article provides an overview of how to approach an IRS audit.The first step is always to gather information. Taxpayers should start by locating their tax returns for the tax year being audited and the tax year prior and subsequent to the tax year being audited. Taxpayers should then look for documentation to support any tax deduction or tax credit that they claimed on these tax returns.Particular attention should be paid to expenses listed on Schedules E (for investment property) and C (for small businesses) and items listed on Schedule A (assuming that the t
Mary gets up at 6:00am and fixes breakfast for her two elementary school-aged children. She helps them get dressed and ready for school. She makes their lunches. She kisses her husband goodbye as he leaves for work, and proceeds to get ready for work herself.
Mary loads the kids in the car, drops them off at school, and heads to work. She works in a busy office, and rarely takes time off for lunch. Because she usually doesn't make time to pack her own lunch, she often runs out for fast food or another quick take-out lunch, and returns to the office to eat at her desk while she works.
At about 3:00pm, Mary needs a pick-me-up so she grabs a soda and a sugary snack from the vending machine.
Mary leaves the office at 5:30 and heads to the babysitter to pick up the kids. They arrive home between 6:30 and 7:00pm, tired and hungry.
Dinner is often fast food, frozen pizza or another quick meal, usually lacking in solid nutrition.
After dinner Mary helps the kids with their homework, gives them a bath and puts them to bed.
She sits down to relax in front of the TV with her husband around 9:00pm and has some ice cream f:00am to start this routine all over again.
Now, let me ask you a question
Do you feel like you know and understand your prospective client better based on the general description (age, family status, etc.) or based on the detailed 'character' description about Mary Smith and her typical day?
Which description would best enable you to create effective marketing messages?
Which description would enable you to select places to put your marketing messages to reach this ideal client?
If you're like most people, your answer is the detailed character description because it turns a generalized description of your ideal client into a person you can understand. A person who has very clear challenges and issues you can help solve.
Yes, you will be making some assumptions and generalities when you do this. That's okay. Just consider you are creating a character that represents the type of client you would like to reach with your marketing. This character is merely a representation.
Combine the character description with a photo
To further identify with your ideal client, you may even want to post this character description along with a photo cut-out from a magazine to represent him/her, as a reminder of who you are marketing to.
Creating a character brings your target audience to life
It allows you to market and speak to people. It enables you to create messages that touch those ideal clients and truly address the challenges they face in their daily lives. It allows you to see how you, your product or service fits into their lives as a solution to those problems.
It enables you to market more effectively
I challenge you to
Have you ever implemented a new procedure only to find that no matter what you did to enforce it, no one followed it? If so, it’s likely that you were bumping up against the 800 pound Gorilla of corporate culture.Whether you have one employee or thousands, there is “the way things work around here.” That’s your culture. Culture is a set of shared assumptions and unwritten rules - a force field that shapes how we do things. Since your culture shapes how things are done in your organization, it can make a direct contribution to your bottom line.There are four mandates you can build into your business culture to enhance your ability to succeed.
After dinner Mary helps the kids with their homework, gives them a bath and puts them to bed.
She sits down to relax in front of the TV with her husband around 9:00pm and has some ice cream f:00am to start this routine all over again.
Now, let me ask you a question
Do you feel like you know and understand your prospective client better based on the general description (age, family status, etc.) or based on the detailed 'character' description about Mary Smith and her typical day?
Which description would best enable you to create effective marketing messages?
Which description would enable you to select places to put your marketing messages to reach this ideal client?
If you're like most people, your answer is the detailed character description because it turns a generalized description of your ideal client into a person you can understand. A person who has very clear challenges and issues you can help solve.
Yes, you will be making some assumptions and generalities when you do this. That's okay. Just consider you are creating a character that represents the type of client you would like to reach with your marketing. This character is merely a representation.
Combine the character description with a photo
To further identify with your ideal client, you may even want to post this character description along with a photo cut-out from a magazine to represent him/her, as a reminder of who you are marketing to.
Creating a character brings your target audience to life
It allows you to market and speak to people. It enables you to create messages that touch those ideal clients and truly address the challenges they face in their daily lives. It allows you to see how you, your product or service fits into their lives as a solution to those problems.
It enables you to market more effectively
I challenge you to
I grumpily survey my Monster resume stats. Despite my diligent efforts (like updating resume every day to ensure high circulation), only 12 people have looked at my resume since I posted it six weeks ago. For a moment I’m afraid that I’m just not qualified, that my resume sucks, that I’ll never find another decent job again. As usual, my friends come to my rescue. It turns out I’m not alone. Several friends who are also using major job search engines have the same complaints, and my friend Celeste, who recently found a high paying job working in marketing, has a solution. “Potential employers get lost sifting through resumes on the bigger sites. It’s a better
Yes, you will be making some assumptions and generalities when you do this. That's okay. Just consider you are creating a character that represents the type of client you would like to reach with your marketing. This character is merely a representation.
Combine the character description with a photo
To further identify with your ideal client, you may even want to post this character description along with a photo cut-out from a magazine to represent him/her, as a reminder of who you are marketing to.
Creating a character brings your target audience to life
It allows you to market and speak to people. It enables you to create messages that touch those ideal clients and truly address the challenges they face in their daily lives. It allows you to see how you, your product or service fits into their lives as a solution to those problems.
It enables you to market more effectively
I challenge you to look at your target audience description and take it one step further and create a character. Then make sure all of your marketing is designed to speak to that person in language that resonates with them and helps them see you understand their issues or needs.
Try it. I think you'll find that your marketing becomes much more powerful and effective as a result.
(C) Copyright 2005 Debbie LaChusa
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