You spend hours creating a course, a signature program, social media posts, a workshop, etc. — just the usual product/service offerings and marketing campaigns. You then expect that because you have spent so much time and effort on those things, that you will be flooded with sales and positive responses. Only to be met with silence. **Crickets.** Been there before?
I certainly have. It’s super disappointing.
Let me clue you in on the most likely reason this happened (you need to get to know your ideal client) and what you can do to prevent it from happening again.
What to Do if No One Bought Your Program and Your Marketing Efforts are Flopping
If your content flopped or no one bought your program, you need to ask yourself these two fundamental questions:
- WHO is your content or program for?
- WHAT problem are you solving for this particular person?
In other words, who is your ideal client avatar and what problem can you solve for them?
Let me tell you something important: One of the pillars of any online business is knowing who an ideal client is. Majority of business owners and entrepreneurs make the mistake of not figuring out who their ideal client is at the beginning stages of their business.
All they’re thinking about is getting their websites set up without actually thinking about who the website is for, what an ideal user would be looking for, the problems they have and the solutions they need.
But before we delve deep into how to answer those questions, let’s first talk about what an ideal client looks like and why it’s important to establish that in your business.
What Does an Ideal Client Look Like?
An ideal client is one who finds the perfect solution to a problem they are facing in the services, products or programs that you provide. They will be loyal to your business and will frequently purchase the programs and services you are selling. And they will also likely recommend you to family, friends and colleagues.
You don’t need a PhD in marketing to figure out your ideal client. The problem may be that you never thought about it too much or realize how important it is for your business.
But first, for all this to make sense, let’s take a look at why you have to limit your focus to just one type of client.
Let’s say you’ve established who your ideal client is. The next step is to try to estimate the percentage of your customers who meet your ideal client profile. After you do that, you can relate them back to your total number of customers. You’ll be surprised to perhaps find that no more than 10 percent of your current client base are your ideal customers. Yikes!
Once you have a rough percentage of ideal clients that you have as your customers, you can estimate how much actual profit you can earn from just your ideal clients as opposed to your entire client list.
This exercise may surprisingly reveal that your ideal clients are the ones that will actually provide at least 80-90 percent of your total revenue.
BUT, imagine if the ideal clients represent 80 percent of your income. Let’s even say 70 percent. And they represent only 10 percent of your total clients. NOW, imagine if 100 percent of your client base are your ideal clients?!
See what I’m getting at? That is why your website and all your marketing efforts should be directed towards only your ideal clients.
Your Ideal Client Avatar
Your ideal client avatar refers to defining the specific type of clientele you want to attract, connect with and work with. If you don’t know who your ideal client is, then you won’t know who you are talking to when you put content out there, or when making sales offers for your program or service. You’re just going to end up feeling like you’re working so hard for nothing.
Without an ideal client avatar, you will likely work with anyone and everyone because you need the money or aren’t sure who you want to help. Perhaps you don’t know that this isn’t the way a highly profitable health business is built.
Think of it this way: you are building a health/wellness/fitness/lifestyle business to transform your ideal client’s life — and not only their life, everyone else’s.
More simply, your entire business and your brand — meaning every single piece of content, color, font, video, helpful tip and all of that good stuff — is created to serve ONLY your ideal client.
So if you don’t really understand who your ideal client avatar is, how they feel, the specific problem you solve and what they desire as their health or lifestyle transformation… you’re likely not making sales.
Refer back to the percentages scenario we covered earlier and let it sink in.
Now, let’s break it down so that you have clarity on your ideal client.
Your Niche Market
We’re going to start at a 30,000 foot viewpoint which is your niche market.
A niche market is like a category: menopause | weight loss | post-natal | inflammation | paleo | essential oils etc.
An ideal client avatar is a profile of a specific type of person who falls under that niche category, of which there are hundreds of thousands of that specific type of person who all experience similar pains, symptoms and life experiences. They are looking to be helped by you because you are the expert in this area.
Most health professionals don’t get past choosing a niche because they don’t want to go one step deeper, so their content is general, vanilla, boring and doesn’t serve or resonate with any one particular type of person in that niche. Therefore, their businesses don’t get noticed and you guessed it… they have very few loyal clients.
Let’s get to how you can create your ideal client avatar.
How to Create An Ideal Client Avatar
It’s helpful to break your ideal client avatar down into two components, and remember, we are talking about actual people here:
Component # 1: The Problem — their pain points, their physical symptoms and everything related to their condition.
Component # 2: Their Personality — who they are now and who they want to become, their demographics, their likes/dislikes, their habits, their attributes, their life experiences, the story that is going on inside their head, their desires, etc.
Component 1 involves describing the pain your ideal client faces; describing how they currently physically or emotionally feel (which is important to quickly attract and relate to that person); and if they have tried a specific solution.
When someone is googling for a solution to their problem, they are usually googling how to get rid of a particular symptom. So you need to become acutely aware of your ideal client’s symptoms so that you can create content that resonates with them. All with the goal of getting them to self select, raise their hand and say “ME, you are describing me.” And everyone else who doesn’t identify can just move right along.
Your content will provide that demographic some relief, in the sense that you give them advice on what to do so they can start feeling better — even before they pay you money.
That’s how you build trust.
So start thinking about who your ideal client might be and their most common symptoms or complaints. All of your ideas around this will become content you create and publish to attract your ideal client.
The second component, their personality, is an important one. Keeping in mind that your ideal client is more than just their pain points will help you craft your brand and create content that will resonate with the type of client you want to work with.
People connect through emotion and story — if you only ever talk about their pain, their physical or emotional symptoms and give tips to help them, they won’t be able to connect with you on a deep level.
This is where your personal stories and experiences are so powerful. This is where you get to BE YOURSELF —you inject your brand with YOURSELF and your stories and experiences. That is the best and fastest way to reel clients in and build rapport with them. The goal is to make them say, “ah, I like her, she gets it, I can trust her.”
Remember that people are looking for a solution to their painful problem and they want to work with someone that gets them and can help them. Not someone who just posts recipes, tips and content devoid of personality.
So you’ve figured out your ideal client’s problem and their personality. What next?
Put those two things together and you’ve got a pretty detailed profile that defines who you want to work with (of which there are hundreds of thousands of that specific type of person).
There’s a lot more to defining an ideal client avatar but these two components and the 5 Q’s to clarity worksheet are really good starts.
You can further break it down and get a fuller picture of your ideal client by observing their internet behavior.
Ask and answer the following questions:
- What are they primarily searching for?
- What are their specific needs?
- What websites or blogs do they frequently visit?
- Do they participate in forums? If so, which ones?
- Which social media platforms are they active on?
The answers to those questions will give you an exact idea of what message should come across on your website; the services and programs you should offer online; what your blog should focus on; and which social media channels you should focus on.
So, Who Is Your Ideal Client?
You should have a pretty good idea, if you’ve followed the above exercise and tips, of who your ideal client is.
The thing to remember is that your brand and your business is built to serve only your ideal client and no one else. You should ideally only be focusing on activities and strategies that attract your ideal client to you.
And the best way to attract your ideal client so that they engage with your content and invest in your program is by being yourself. Be yourself and also let them know that you have a solution to their painful problem.
It helps to remember that your ideal client is one person, of which there are thousands of duplicates, and they are in pain. They are searching for you. So it is your job to create stories that draw them to you. Not the other way around.
Now I’d love to know… do you have an ideal client avatar? Share it in the comments below.