How To Discover Your Ideal Client

Name badge stating Hello! My Name Is Debbie
Hello! My Name is Debbie

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.

Here are 700 words outlining how to craft your ‘different’ message

Here are 700 words showing you how to write a stand out 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.

  1. Getting super specific helps craft your message as you know exactly who you’re talking to.
  2. 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…
  3. 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.

Love you,

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.

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Think Like a Media Company

Different forms of media on way markers

Customers pick YOU before your product.

Do you want to build a faceless drop shipping company that has huge customer acquisition costs OR a long lasting sustainable business that delivers revenue consistently?

I’m perfectly fine with those who have drop shipping businesses or generic e-commerce shops. If you’re making a living…good for you. Maybe you’re making big bucks and living the dream…good for you. For me these successful businesses are few and far between.

I’ve seen more success by building a brand, a trusted name and playing the long game opposed to something that hits big when it first starts, then customer acquisition costs start eating away the bottom line and before you know…POOF! The business is gone.

Your business. Your media company.

I spent a decade working in the media industry and I’ve seen it drive revenue. And I’m talking BIG revenue. The same sales structure most media companies use can be applied to your business no matter how big or small.

A few general ideas:

  1. Market yourself/product. More on that HERE. You have to spend money to make money. I’ve had BIG budgets and I’ve had tiny budgets, but I’ve always had a budget to acquire customers.
  2. Hammer down your ideal client and profile them to accelerate your sales (this one is more complicated). You have to know who’s buying from you and why. Then tap into that reasoning to speak directly to like minded individuals who will become your customers. Punch in your email at the bottom of this page to get my newsletter where I’ll be sending out how to define your ideal client in the coming weeks.
  3. Tell your story. More on that HERE. Please STOP following what others are doing and tell me about YOU. I don’t care about what your product can do for me. Tell me about you FIRST, then I’ll listen to whatever else you have to say. Remember, buyers pick you before the product.
  4. Give back to your customers and community. More on this below.

Inward Marketing

If you’ve heard the term inbound marketing, INWARD MARKETING is not it. I’m not even sure if inward marketing is a term, but it is now!

Quick note – if you don’t have any paying customers yet – then focus on marketing yourself. If you don’t have the dollars (you should find something…anything to marketing yourself) you can use the guerrilla marketing approach. I touch on that briefly here.

Instead of using your ad dollars to drive new customers and build your brand awareness by purchasing traditional (billboard, print, radio, tv) or through social media you turn those dollars inward and give back to your existing customers.

I worked with a Lexus dealership years ago and this is exactly what they did. Dealerships typically spend tens of thousands of dollars on advertising every month. This dealership took those dollars and put together exclusive concerts, deals, spa packages, trips, charity functions etc…but only for their customers. You had to be in the club in order to receive the perks.

You better believe word-of-mouth started to travel as this dealership’s existing customers were like chickadees spreading the the message. If you wanted to get pampered and treated like a God, then this dealership was the place to get your Lexus. Soon people were coming to them asking how they could get in on the perks. The answer was simple, buy a Lexus from us.

This simple concept was honed during my 10-years in the radio industry. We constantly ran promotions that benefited our listeners (aka customers). With the Lexus dealership – we took what I did in the radio industry, copied it and pasted it to the benefit of Lexus owners.

You need to start thinking of yourself as your own TV, radio station, magazine, social media company, etc…It may sound like a lot of work, but you’re probably already doing most of it. For your business – this is an amazing way to share your stories, your personal beliefs, and further connect you with your potential customers. You may not see giant sums of customers at first, but with time your CORE fans will develop that personal connection with you, and next thing you know – you’ll start to see your brand grow through referrals, and satisfied customers who come back time-and-time again.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. Any questions? Need to dive in further on a subject? Sign up with your email addy below and get info direct to your inbox. It’s also your personal gateway to me (if you care about getting personal).

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Valentine’s Day Gratitude

Photo of heart shaped text I Love You

If you’ve been following my posts regularly you’ll know I usually sign off by saying “Love you.” Now, I don’t really love you because I don’t really know who you are. Although I can assume we’re somewhat like-minded because you wouldn’t be reading my non-sensical madness unless your brain was wired like mine.

Anywho, my family recently lost someone who was close to us. She was 30, and died after a couple year fight with cancer. It hit my wife particularly hard because she worked closely with this gal for years. With both my wife and I inching closer to our mid-30’s it really put things into perspective.

I’m extremely focused on the future, that I sometimes lose sight of what’s happening right now. Empathy is also not one of my strengths, but that’s a story for another day.

What’s the point?

With Valentine’s Day being this Friday, I’ll let you in on something I’ve been doing for the past 13 years. I met my wife in College over 13 years ago. For our first Valentine’s Day I didn’t know what to get her. For whatever reason, the thought jumped into my mind to write her a letter and stuff it in her locker.

I’ve continued this tradition for the past 13 years with the exception of stuffing a letter into a locker. I usually leave it on her pillow or sneak it into her purse or boot (I try and be creative). Anyway, the letter is basically acknowledging what I’ve loved about her from the past 365 days.

It’s a time to reflect on the special bond we share, and gives us a chance to appreciate what we have in the present.

In recent years – I’ve started this practice in my business life. Every year around Valentine’s Day I call a few people (instead of a letter) who have been instrumental in my business and/or personal life, and tell ’em I love them and thank them for how they’ve shaped me.

  1. It’s a simple gesture to make others appreciate what they’ve done. After all, don’t we all want some sort of recognition?
  2. On a selfish level – it feels good to do it…really good. Hell, Oprah made a career out of giving away free stuff just so she could feel better.

We could do a deep dive into the psychology of giving compliments and/or gratitude, but all you need to do is compliment one person right now, and you’ll instantly feel better. Try it.

You never know

You might like it. The reaper could be coming for you in an hour, a week or 50 years from now, so keep swinging and every now and then take some time to reflect on what you’ve done and who’s helped you get there.

My wife and I’s friend barely had a chance to fulfill her dreams. And we never got the chance to thank her on the impact she made on our lives.

Make a list of those who have impacted your life, business or both. Give them a call, write them a letter, direct message them, whatever…It’ll benefit you, it’ll benefit your business, it’ll benefit your life.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. Be on the lookout for a survey link coming direct to your inbox. I want to know why you continue to read my ramblings. Aren’t signed up yet? Do so below…

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