Cue the overwhelm please.
Don’t get me wrong. Of course I think understanding your audience and your ideal client is one of the most important parts of growing your brand. But I see so many entrepreneurs focusing waaaay too much on the wrong details.
Today I’m going to be sharing which details are actually important, and which details are not. I’m really excited about this post because I know that this is something that a lot of people get hung up on.
A lot of people (including myself) are going to tell you to consider are the simple facts of your ideal client. Things like gender, age, occupation, income, location.
But what most people are missing is that unless these facts change how you serve that person, they’re really just for you to keep in mind while you’re creating. They’re not there to drive the ship.
According to most of my insights and analytics, my audience is about 70-80% women depending on the platform. And that’s useful to know. I’m going to use that information when it makes sense. Like to help guide my style choices, how I create my content, or maybe which pain points I hit on.
Neither does their age or income. These details don’t change the advice I give, or the structure of my client process. The point of knowing these little nuances of who you’re intentionally targeting is just to anchor your writing and your marketing. This knowledge might help you establish a tone or decide how formal your language should be, but it’s not the end all.
So before you go starting your elevator pitch with “I help women entrepreneurs” or “I help gen x’ers” ask yourself this: Does the content I’m creating and how it applies to them change by adding this detail?
If the answer is yes then leave that part in there! Let them know that you’re there for them. But if the answer is “no, not really” then there’s no need to call out that specific type of person.
The first thing you really need to understand about your audience is their pain points. This is going to be a game changer because it is going to help you create content and services that will actually help them. It will also help you let your audience know that you understand what they’re struggling with.
If you can describe your audience’s struggles and pain points well enough, they’re automatically going to assume that you have the solution. They’re going to believe you when you say your service can help. Because if you’re able to describe what they’re going through with that much accuracy, then obviously you get it.
Here are a couple of example questions you can ask your ideal audience to uncover their pain points:
Once you’ve described their pain points, it’s time to start thinking about the transformation. The truth is, people don’t really want the thing you’re selling. They want the transformation that thing will bring them. They don’t want to enroll in your coaching, they want their business to grow beyond their wildest dreams. They don’t want another workout plan, they want to feel strong, healthy, and confident.
Here are a couple of example questions you can ask your ideal audience to find out where they want to be:
So you know what they’re struggling with and you know where they want to be. Using your particular gifts and expertise, how are you going to help them get there?
Take this knowledge and to create new programs and services or to make your existing one’s more powerful and focused.
And that’s it. The point (or points?) that you’re missing with your “ideal client avatar.”
I hope you feel more equipped to get started and put yourself out there without overanalyzing things that are actually just minor details. Especially now that you know what you need to focus on while observing and listening to your audience.
If you want to dive deeper into learning about your audience, I’ve got you covered. Check out this post How to Define Your Audience in 3 Simple Steps. It’s full of all of the questions that over time you should be able to answer about your audience to be able to truly serve and connect with them.