Do you know your Primary Ideal Client/Customer, or your PIC? This is the person who truly needs what you have to offer. This is the person, that if they knew you, they would be thrilled to see you or hear from you.
You may have already determined your target audience, but to go online, you need to be even more specific.
Attracting prospects or buyers online is a lot like going to a party.
Think of a time you went to a party and you saw someone who looked interesting. You wanted to meet them and get to know them. I would assume you didn’t just go up to them and start talking in generalities. You most likely started by making small talk about them specifically. Maybe you asked a question like, “Are those your children over there?” Or maybe you made a statement like, “I see that you were looking at that painting. Do you like to paint?” These are statements and questions that show that you are interested in THEM.
That's how you have to think about online marketing. With all of the advertising and messages out there, you need to TALK specifically to ONE person to grab their attention. Think of it like saying, "Hey Robynn, I see you have your own business, you have a house full of kids and pets and no time to yourself – I can relate!” This is a little direct, but hopefully, you get my point.
If you just said, “Hey, I think you will like what I am selling,” I would probably ignore you online.
Whether or not you have been in business forever or you are brand new to all of this, you need to run through this exercise and pinpoint the ONE person you will be selling to or trying to attract online. I am not saying no one else will be attracted to your offering and join in on the conversation, but what I am saying is - if you don't PIC one person to talk to NO ONE will listen.
So, before you do anything online, you need to determine WHO it is you want to talk to.
Here is a list of questions designed to narrow down and really get to know your PIC (Primary Ideal Client/Customer):
- Who do you think will buy your product or service?
- Who needs your product or service?
- What is their gender?
- What is their status – married, single, divorced?
- What is their income?
- What type of education do they have?
- What does a typical day look like for them?
- What do they worry about?
- What do they like to do in their free time?
- How do you find your ideal customer online?
- Are they online?
- Are they busy working all day, so maybe you can reach through email?
- Who are their influencers?
- Can you attract them on social media?
- Are they more business and only on LinkedIn?
- What types of books or magazines do they read?
- What types of blogs do they read?
- Do they listen to podcasts?
- Where else do they like to hang out online?
- Are they on Instagram, FB, Pinterest, Twitter?
- What type of Facebook Group might they be a part of?
- Are they involved in networking groups?
A lot of your answers might be guessing at first, don’t worry about it - guess for now. You need to start somewhere.
If you answer these questions (and then some), it could change your business.
It could change your life. and how you feel about online marketing
Remember – you need to think of your customer as one person – your PIC – your primary ideal customer. Pretend you are talking to one person at a party – who are they? What do they look like? What are their interests? What would you want to say to them? How would you want them to feel about you?
One of the marketing gurus I follow is Brian Moran – he missed the boat when he first tried to sell a book to high school baseball players. He quickly realized he needed to be talking to their parents – the ones with the money to spend!
TIP: Figure out - who you want to reach and if they can afford what you have to offer.
ABOUT THREE DAYS TO THRIVE with Robynn Anton
As an author and former co-host of the entrepreneurial Radio Show American Dreamers, Three Days to Thrive, Host Robynn Anton takes this CRITICALLY-FOCUSED podcast and walks you through the things you should be doing RIGHT NOW to connect and engage with your prospects online. No fluff. No drawn-out explanations - just critically-focused information. Take action today, and see your business THRIVE!
For more show notes, worksheets on this topic, and the latest episodes, please visit RobynnAnton.com/podcast
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