Welcome to The Rachel Kurzyp Show
You’re listening to episode 10.
Today let’s chat about how to get inside the head of your dream client and write copy that makes the reader go “wow, she’s reading my mind”
I know you’ve been hanging out for this episode so I’m so super excited to share my practical tips with you.
Before we do that, I want to first talk about the types of information you need to know about your dream clients.
There are two types of information you should be aware of and using in your copy, sales strategies and marketing tactics. They are demographics and psychographics.
If you’ve ever done a client persona you may have heard of these terms before.
But as a quick recap.
Demographics is information like age, gender, location, income, marital status. And you can learn this info from your website analytics, Instagram and Facebook insights and your email platform. This information is useful BUT it doesn’t help us get inside of our dream client’s head.
Which is why today we are going to focus on how to gather psychographic information. Things like values, beliefs, fears, opinions, interests, and lifestyle.
The easiest way to remember the difference is that demographics explain “who” your dream client is, while psychographics explain “why” they buy.
And you want to know why your dream clients are buying so you can present them with offers that they want and need, at the time they need them, in the way that will resonate with them.
For example, a lot of my clients are new mums or mums to be so demographics would tell us they are married or in a relationship and psychographics would tell us they are thinking ahead and want to make changes to their business now so they have more time to spend with their baby without the guilt and financial pressure to go back to work before they are ready.
So how do we learn this information?
I’m going to walk you through three easy ways you can get to know your dream clients on an intimate level and use what you learn to serve them in the best way you can.
First up, I want you to talk to your current 1:1 clients
I bet you’re being presented with lots of ways to learn more about them without realizing it.
A good place to start is on your welcome or discovery call ask your clients things like: what made you decide to reach out and start working with me now? What are your big goals over the next few months? What do you do outside of work?
You can also ask similar questions when you send your client feedback form and ask for a testimonial. The answers will help you identify what your clients current fears or problems and their aspirations.
Next you can actively listen to your community
There is so much information on the internet these days. You just need to know where to look. Spend time reading questions people pose in Facebook groups your part of. Read what content people in your industry are sharing on Instagram. Browse news headlines and flick through magazines. You’ll start to see trends and patterns that will guide you when it comes to identifying your dream client’s lifestyle, values, and beliefs.
For example, people loved the Tiger King earlier this year and now people are really in Emily in Paris – if this isn’t a reflection of our changing interests, needs and wants this year, I don’t know what is.
And finally, you can conduct market research
You can create polls on Instagram, create surveys on Google forms and share them with your community, and have 1:1 interviews with members of your community.
Market research is a great way to understand why your clients buy and if they would be a new offer, service, or product you’re thinking of creating. You can ask their opinions on things like: would you prefer a 12-week program or an 8-week one. Or do you love prefer this description or this description.
In all these instances note the type of language or words used, tone of voice, and body language and specific examples used. Capture all this information and use it into your content.
So not only will you be clear on what your dream client is thinking and saying to themselves, you now have a way to express that making it easy to present this information back to your client.
This is how you create the ‘wow, she’s speaking to me affect.’
So, there you have it, three strategies you can try today to understand your dream client on a deeper level.
If you’re ready to have the 1:1 support you need to find your niche, price and name your services, create content that draws your high-paying, high-quality clients to you and sell with ease, then my 12-week coaching program TCFM may be perfect for you.
Head to rachelkurzyp.com.au/TCFM to join the waitlist.
Thanks so much for tuning into today’s episode.
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