Who are you talking to?

By — Category: Marketing

In a recent post, I reviewed the seven conversations to have with the people in your market to walk them through your sales process. From the first time they hear about you and visit your site, to when they are repeat customers and raving fans.

So now you need to figure out exactly who you’re talking to. You want to make your message specific so that it resonates with the person watching it and they can feel like it’s exactly what they’ve been looking for. The more personal your marketing message, the more your prospective customer believes that it has been written directly to them, the more powerful and persuasive the message will be.

Which means we’ll want to create a customer avatar – an ideal prospect that helps you to to develop your ideal message. To help identify the avatar for your market, take a few minutes and answer these simple questions:

Who is your audience?

  • What do they dream about achieving?
  • What fears keep them awake at night?
  • What do they need to do in order to reach their goals? 
  • What do they search for on Google?
  • What frustrates them most about their current situation?
What value can you add to their lives?
Knowing who you’re talking to isn’t enough, you need to identify the highest value that you can deliver to them, both through your marketing and in your products. Put yourself and your prospect’s shoes and ask:

  • What measurable results would they love to get?
  • What steps would they need to take to get there?
  • What obstacles will they face along the way?
  • What encourages them to keep working at it?
This should give you an idea of who you are talking to and what they need your help in achieving. Remember to always frame everything you say around the needs and desires of your prospect. When you know their fears, frustrations, wants, and aspirations – you can target your message to be exactly what they need to hear to take action.

Now that we’ve covered who you’re talking to, a quick word about how to talk to them. The key item here is enthusiasm! 

Don’t talk like you’re giving a speech at the front of the classroom, or like you’re just talking at your microphone. Always speak like you’re catching up with an old friend at a BBQ (I find a beer or two helps to get in this mindset).

One of the most powerful aspects of video is that it captures the enthusiasm of your voice – make sure you take full advantage of this. You don’t necessarily need to go full Billy Mays, but you want to be excited about what you have to share with your market.

Talk to your prospects like they’re your best friends, which is kinda true since they’re the ones who will be giving you money.