Ditch the Client Avatar to Book Higher Ticket Clients
To attract million dollar business owners, you need a better strategy.
And current demographic research isn’t cutting it anymore.
People are changing and they more likely to buy from what they VALUE rather than their demographic.
What is wrong with current market research.
Over the last 10 years or so, marketing agencies have focused on using demographics to help us all attract clients.
You have likely filled out some of these and maybe did focus marketing calls. Where you asked things like “If I created ____would you buy it?”
Likely you got SOME information, but the truth is, people don’t understand what motivates them to buy.
Or, even what motivates them at all!
This can be sooo frustrating. A client will tell you, OH YES I WILL BUY THAT KEEP ME IN THE LOOP! Then you launch and nope! They don’t.
Demographics can give you an idea of who your clients are, but it can’t predict if they will buy.
A 35 year old millenial woman, living in New York, drinking Matcha tea and walking her Yorkie daily, doesn’t tell you much about why she buys things. Having this info makes us feel better because we think we understand the client. We have to guess why she is buying and hope we have the right message to attract her.
Hope is not a strategy!
Why your ads might not have worked before.
Clients sometimes come to me after running failed ads campaigns. They tell me their agencies didn’t know why their ads didn’t work. The marketing worked for other clients but not for them.
The agency used hunches. Their hunch was right in one instance but in my client’s ads, their hunches were wrong.
I am not a big gambler, I like data and certainty.
So spending time and money using hunches? That makes no sense.
Here is what to do instead
Throw away the current avatars.
They haven’t worked in a while. Do your own research by recording client calls and studying the subtext of what they say. Use their words in your communcations like email, socials, websites, blogs, etc, but also dig deeper. Which brings me to the second point.
Dig beyond the demographics
This is root of why they are buying. We buy with our subconscious brains but also because of what we value. To get the truth, we need to listen to clients when they are not trying to tell you what they value.
Use threads where people are conversing casually and take a note of what your clients say. Those comments are their true feelings. When you ask in a call, your client’s conscious brain says what you want to hear! Catch them in more unguarded moments to reveal the truth.
Go to them
Do you know where your best clients are? Where they hang out and what they are doing for fun? Where are they giving their money and who are they talking to?
Get at the best tables so you more fully understand your clients. Develop deep relationships and give value. Be intentional about helping rather than taking or selling.
Find out what they are consuming.
Are they on tiktok? What are they looking at, but more importantly WHY are they looking? The why is more important that the what.
Are they escaping? Trying to learn something? Looking for entertainment? Looking to feel smart or be transported?
Once you figure out the motivation behind the consumption, client attraction becomes a matter of infusing your content with the thing motivating your clients.
Easy to say, hard to do.
This takes work to unearth and it is what will keep you in business booking the million dollar clients.
Using the new value based avatars, you will be able to move into the niche of one, and you will be superlative. In other words, no more competition.
Brilliant.
Find your clients and their values. Become the best in your industry.
I believe in you, xx LeighAnn
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