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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Why Run A Super Bowl Ad?

nil, helment, money, trophy, Super Bowl

$435 million! That’s the estimated ad spend from this year’s Super Bowl. Not too mention – you probably saw numerous non-official sponsors piggy backing off the big game. If you read the first line more than once, and wondered “Why the hell would anyone spend money on ads?” You’re not alone.

Anheuser Busch InBev (aka Budweiser and a few other bevies) spent roughly $41 million according to some estimates. While the ad spend numbers are staggering, so is the number of eye balls. 100’s of millions tuned in across the globe (the majority, obviously, being in America).

Why do businesses run these super expensive ads?

On the surface it looks crazy expensive. $41 million dollars! That’s more than some countries annual GDP. So, let’s breakdown why these businesses do it, and how you, YES YOU, can take advantage of it.

  1. Sunday’s game averaged over 100 million viewers in the US alone. So, if you take the $41 million spent by Anheuser Busch and break it down per person. That’s less than 50 cents a person on ad spend. Not bad. Plus, all the other views online after the game.
  2. This my sandbox hear me roar! These businesses belong at the big kids table because they can spend with the big kids. It’s the same reason why you dish out cash on a luxury vehicle or spend the extra cash on a house in a gated-community. You’re trying to say, “I fit in with this crowd.” Whether or not that’s true doesn’t matter. Perception is reality.
  3. Topical. You’re expected to get a present for your wife on her birthday because it’s topical. You can also give her gifts at other times of the year, but if you don’t get one on her birthday…well you’ll never have to get her a present again (although maybe that’s what you want). You spend money on a Super Bowl ad because there’s a ton of hype around the event. Everyone knows a shitload of people will be watching and it’s almost expected that some big businesses advertise (aka Budweiser and its Clydesdales).

How does this help you?

You know there are going to be people watching and it’s pretty much all people are talking about leading in to Super Sunday. You can’t spend like the big guys, but you can spend around it to get eyes on you and get a little bit of the Super Sprinkle effect (I just made up that term).

If people are talking about it – YOU should be talking about it. Why did I write this post around the Super Bowl? Because people are talking about it. Can you spend some advertising dollars around the game on social or in other forms of media? You can’t use the trademarked names like Super Bowl and promote your business, but you can use things like Big Game or Game Day!

In my radio days – we would always run a promotion around the Super Bowl. We’d have it on the air for two weeks before the game riding the wave of hype. We didn’t have the rights to the game nor did we have the rights to “Super Bowl”. However, our customers (aka listeners) were talking and thinking about it.

You could also do the anti-version for those who aren’t interested in football or watching the commercials. A local dance studio had a couple classes going on during the game, where you could “Dance Your Ass Off” instead of downing nachos and beer.

Plan out your year

It’s extremely important you have dates like the Super Bowl and holidays (Valentine’s Day is coming up *wink *wink) on your calendar every year. Even if you can’t spend like the big kids, you can and should be talking about it with your audience. Whether it’s two people or two million.

Do you have an e-blast ready to go before, during or after the game (or holiday)? Do you have social posts ready? Are you blogging about it? Are you live on Insta while you down chicken wings and have grease all over your face?

If your audience is there or thinking or talking about an event, holiday, game, whatever…you should be talking about it too. Get a calendar, mark down the important dates and make sure you have some sort of marketing game plan built around them. Here’s a sample of a promo calendar I did up back in February 2012. All important dates and local events are listed, so we could map out a game plan ahead of time.

February 2020 has a leap year. Is this something your audience will be talking about?

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. For more tidbits to super charge your marketing game plan – sign up for my list below. Punch in your email and get ready…OMAHA!…OMAHA!…HUT! HUT! HIKE!

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Six Figure Sales: Control your Sales Process Like A Barber

Barbershop, Six Figure Sales, Guy With Bow Tie
Barbershop

Your whole Six Figure Sales process should be about control. You have to own YOUR business. Your commission is your business. Your sales…are your business. Don’t leave it in the hands of someone else.

I met my new barber at the new shop that recently opened up a few minutes from my house. The barbershop is a part of a small chain in the city, and right at the front of the desk where you pay is a stack of business cards (branded with the barbershop chain’s logo) with each barber’s name and the shop’s number, email, address, blah blah blah.

However, instead of handing me one of those cards at the end of my appointment. My barber pulls out a card from his back pocket, hands it to me and says, “Anytime you need a cut and are wondering if I’m free, just shoot me a text at this number and I’ll schedule something for you.” His card includes his name, Twitter, Instagram and personal phone number.

SMART! He’s controlling his sales process.

Next time I book – I’m for sure going direct to him, rather than go through the barbershop chain’s website where I have to remember my log-in name, password and all that jazz.

My barber is limiting the paths to enter.

If I want a buzz – I’ll shoot him a text and he’ll book me in. Convenient for me, and extremely beneficial for him. If he moves to a different shop or opens his own he has all the contacts he’s built up. He won’t be starting from scratch, because he controlled his sales process.

Do you rely on your company’s CRM to maintain your prospects? Or do you own them?

Are your prospects or clients married to your company or YOU? It should be the latter and you do this by controlling your sales process like a barber.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. For more on owning your sales process sign up for my newsletter below. You’ll get free tips, templates and some random thoughts sent straight to your inbox.

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What You Can Learn from Donald Trump

The Donald

Love him or hate him – you know him, and that’s the whole point about branding. Whether it’s your personal brand or business the opposite of love isn’t hate…it’s indifference. Just his name elicits feelings for you right now. He makes you feel something. That’s what you have to do if you want to make a splash in this world.

Some takeaways

Putting your opinions of him aside – you can’t doubt the personal brand of Donald Trump. Granted he was born with name equity there’s plenty you can take from The Donald.

  1. Find your niche and preach. You don’t have to be everything to everybody. Just find a few people who believe in what you’re saying or doing, and continue to nurture them and tell them (or even believe) the things they want to hear.
  2. Don’t back down. If you believe in your ideas, don’t back down from naysayer’s. The amount of people who have discredited Donald Trump is, as he would say, HUGE! However, he continues to stick to what got ’em here… A loud mouth and take no shit mentality. You may not like it, but his supporters LOVE it.
  3. Zag when others Zig. When he first made the claim he was going to run for President, everyone laughed. Then he went on a tear and got the Republican nomination, and you know the rest. He did it by going against the system. He time and time again, said that he was an outsider, a businessman and not a politician. Even the word politician gives people chills, so he was smart (yes, I said smart) to go against the grain and call out the politicians and find his own lane.

Your ideas don’t have to be popular to the masses. Find your tribe, preach, believe in yourself and you’ll eventually find a niche of followers to exploit.

By doing this, you will position yourself as an expert or even THE expert in your field. People like following and believing in experts.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

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The Unglamorous Entrepreneur

Money, fast cars, yachts, extreme vacations and all the other things you see in the headlines from 20-something entrepreneurs. Unfortunately, those entrepreneurs are like 1 in a million. For you, and I it’s a grind everyday.

You may hold down a 9-5, while dabbling in a business venture you’ve always wanted to launch on evenings and weekends while trying to provide enough family time, so your other half doesn’t run you out of the house. On that note, you may feel like you have to keep the 9-5 going because you want to keep your existing comforts like the house you live in, the car you drive or the ability to go out to your favourite restaurant. Congrats – you’re the Unglamorous Entrepreneur.

Guy With Bow Tie and Mag

My 9 to 5.

Social media and self-worth

Why is it that your friends and family only share updates about the ‘good’ things that happen in their life? Why does it seem like they’re always on vacation? Do these people actually work?

Social media provides a filter for your life. You can pick and choose what you want to showcase, and what you don’t. You don’t showcase the $2500 vet bill after your cat got ill. You don’t hashtag the dinner you burnt or the suffocating cubicle at your 9-5.

However, you’re proud to show off the caribbean vacation you dropped 3k on, the $200 cat tree you just purchased for your furry friend or the new shoes you bought for work in hopes someone will compliment you. Why do you do this? Maybe it’s validation, maybe it makes you feel good or maybe you don’t even know that you’re doing it. Whatever it is…we all do it. We’re always more willing to shine the spotlight on the good opposed to the bad at least when it comes to what we put out into the world.

Therefore – you may be envious of so and so who just got back from their second trip in as many months to Europe. Don’t be. You don’t know what’s going on behind-the-scenes. And what goes on behind-the-scenes isn’t as pretty as you think.

Day in the Life

Here’s a clip of an entrepreneur I follow. You may know him – Gary Vaynerchuk
Not a lot of celebrity or glamour there. Just believing in what you do, and the unrelenting desire to be successful.

Stop trying to go from an idea to a billionaire. Enjoy the journey, enjoy the work, and the process. Maybe you’ll end up where you want to be or maybe you won’t, but along the way you may fall into something that you never thought of. Hell, I own an online dress shop…A DRESS SHOP… that did 1k in sales in 3-weeks with a little to no push. Never have I ever thought I would have a women’s fashion store under my belt, but I do, and I love it.

You can see the end result at www.EverRose.com, and shortly you’ll get to see more on what happens behind-the-scenes. It isn’t glamours – it isn’t sexy – it’s real and that’s all you can be.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft