Whether you’re creating content for yourself or for a client, you already know the first question you need to ask is “who is the audience?”
If you start with this question, you’ll be on your way to creating content that’s better than most.
You shouldn’t stop there though. Whenever possible, you’ll want to dig deeper.
You’ll often hear that you need to focus on your ideal customer. And on its own that’s actually bad advice.
Why is it bad advice?
Because as soon as someone says define your ideal customer, off you go into your head making stuff up. You start creating this ideal person that just does not exist.
No matter how much defining you do, your content never resonates with this person because they’re not real.
So how can you make this work for you instead of causing you grief?
Instead of defining and a making up this fake person, identify a real person. Yes, a real living, breathing, honest to goodness person you can talk to on the phone. A person you could grab a cup of coffee with or maybe even a cocktail. (Definitely a cocktail.)
Notice what happens when you shift your focus to a real living person? You start getting some very specific feedback, don’t you? Stuff you’d never get from someone you’ve made-up.
Let’s take an example of someone who’s not made-up:
What if you wanted to create content that would resonate with your best friend? It’s likely you already know a lot about your best friend. You know what they love, what they hate, and the areas where they struggle. You’d know exactly how to talk to this friend to get their attention. You’d know what words would move them to action.
This is also the level of intimacy you want to have with the prospects for your content. You get there by speaking to a real person instead of thinking about an ideal person. This way you address the real concerns that are important to that person rather than the things you’re likely to make up.
But don’t people tell you what you want to hear
This is somewhat true. You want to ask the questions and then just be quiet and listen. Let the REAL person talk. Eventually you’ll get to the meat of the matter. You’ll find out their concerns. You’ll find out what’s really bothering them. You’ll find out what their objections are and you’ll know what your content needs to address to get their attention.
Otherwise you’re just guessing. And most times you’ll guess wrong.
Wouldn’t you rather get it right?
Take a look at Molly’s story. She’s a vocal coach. We wrote three ads to three different people. In two of the ads we addressed what we thought were the problems. In the third ad we spoke to someone to find out her real concerns. Guess which ad got the most response and the most customers?
Change ‘ideal’ to real
So next time someone tells you to define your ideal customer don’t get upset. Think of a real customer instead. Someone you or your client already identifies as someone they love having as a customer. If it’s someone who buys frequently and doesn’t cause you grief, that’s the only ideal you need to worry about. Otherwise, this ideal person only exists in your head.
Make it real to make it easier. Make it real to start creating better content.
Action Step:
Identify a real person you can sit down with and find out why they really struggle with in relation to your products or services.
Thanks for reading!
D.
P.S. If you found this post useful, please do me a favor and share it. I’m sure someone you’re connected with would find it useful too!