Do you know who you’re speaking to? Putting out any messaging whether it’s on social or legacy media and not knowing who you’re speaking to is just plain lazy.
Your message will be bland and won’t really resonate with anyone. You’ll blame Facebook for their shitty advertising platform or blame your radio sales rep for swindling you into buying 30-second spots that didn’t generate any traffic.
Here’s the thing…look in the mirror and ask yourself, “What is my message? Who am I speaking to in my message?” Chances are you don’t have a clue. Instead of blaming the medium (Facebook, radio, etc…) you need to blame the message.
Finding Your Ideal Client
Before you release any messaging into the world. KNOW WHO YOU’RE SPEAKING TO! How do you do this, well this is where it gets a bit complicated…
You can call this your ideal client/customer or a persona. I used persona’s all the time when working with radio stations across the country. I nailed down a persona to age (44), sex (female), name (Debbie), and her likes and dislikes. Every time we did a promotion, ad, whatever…it was targeted around our ideal listener aka Debbie. Debbie is who we spoke to.
- Getting super specific helps craft your message as you know exactly who you’re talking to.
- It helps you target your advertising.
For example – Debbie had a couple teenagers in her house, so she was running them around to their activities on the weekend and polished off a glass of wine on her Saturday night. Knowing this it was very important to have our messages out and about in the community around things like football fields, gymnasiums, and the burbs. Plus, wine stores…
- A persona helps you identify your ideal customers biggest problem(s). You really start to get in their heads.
For example – Debbie’s biggest problem was time…she had none to herself because she was busy with work during the week and family engagements around her work schedule. So, we always did fun promotions and marketing that helped Debbie escape from her regular, hectic routine.
Based on the above – you can already start to tell how to break down your ideal client. You get an understanding of where they live, how much money they have, what’s going on in their life, what they like, and what they dislike.
If you get stuck defining your ideal client
Try asking an existing one. Pick someone who is a fan. Ask them what they do on weekends. Do they like to travel? Do they drink Bud Light or Highland Park Scotch or Appletini’s?
Record their answers, save the document and if you’re feeling extra frisky…post in on the wall in your office. You don’t have to get as specific as I do by naming them, etc…but you should have a good idea at who he/she/they are. Then you can start crafting your message, and creating a business flow centered around your ideal client.
By not defining your ideal client you might as well give me all your money, so I can burn it, although I’ll probably buy a few bow ties first before I incinerate your cash.
You should never advertise, hell you shouldn’t even turn on your OPEN sign, before knowing who your ideal client is. It’s THE first step, the BIGGEST step, and it often gets overlooked.
Jordan ‘The Guy with the Bow Tie’ Rycroft
PS. Need a bit more help on defining your ideal client? Punch in your email addy below, and I’ll send you weekly tid bits direct to your inbox.