How Would Your Ideal Customer Describe Him or Herself
Imagine walking into a crowded bar on a Saturday night. The noise from other peoples’ conversations, the clicking of glasses and the background music make it hard to talk to the person standing next to you. So, how would you grab the attention of your friend across the other side of the room?
You would shout their name, right?
That’s the one thing that’s going to cut through the noise and grab their attention.
What happens if you want to grab someone’s attention but you don’t know their name? What could you do or say that would cut through the din of the bar and make them realise that you are speaking directly to them?
Let’s just say your friend collapsed. You might shout:
Is there a doctor in the house?
In this way, anyone that is a doctor will know that you are speaking directly to them… and that you need their help, urgently.
In this example, Doctor is how your ideal customer would describe him or herself.
They have worked hard to earn this label. 5 years of medical school, then 2 foundation years, then 3 years vocational training to become a fully qualified GP. There is blood, sweat and tears attached to their doctor label.
Because they have given themselves the doctor label it is tied tightly to their ego. They will readily raise their hand if you shout Is there a doctor in the house?
And they are quick to respond if you say anything negative about the NHS.
Because the label that they have given themselves is tied tightly to their ego, I’ve named it the Egoic Label.
As you’ve seen, the use of an Egoic Label allows you to immediately grab the focused attention of your ideal customer.
An Egoic Label allows your ideal customer to self-select to read your message and it turns everyone else away. Which is exactly what you want your marketing message to do.
But…
How do you find your ideal customers’ Egoic Label?
Here are 6 simple ways to uncover the Egoic Label of your ideal customer:
Here are 6 simple ways to uncover the Egoic Label of your ideal customer:
- Profession
- Job Title
- Hobbies
- Family
- Sex
- Age
Profession
Profession throws your Egoic Label very wide. Depending on your offer this may be a good way to go.
If you look at the book series Chicken Soup For The Soul by Mark Victor Hansen this is exactly what he’s done to turn one book into a library and a sales phenomenon. Seriously, one book has become 250 titles! And they have collectively sold 500 million copies!
The original book was Chicken Soup For The Soul.
He then wrote Chicken Soup For The Teachers Soul, Chicken Soup For The Soul: Inspiration For Nurses and on and on.
The addition of the Egoic Label made the book appeal specifically to that audience. It enabled Teachers or Nurses to say, it looks like this is written for me. I should check it out.
Job Title
Job title is a niche within profession that can make your offer look much more specific to your ideal customer. Here are some examples:
For Marketing Managers who want to be Marketing Directors
Or
From Financial Controller to Financial Director in just 3 years… here’s how you can do it too!
By throwing your Egoic Label net too wide you may appeal to no one. Your ideal customer may not have a strong enough emotional reaction to your message and will move on to something else that’s clamoring for their attention.
Being more specific with who you are talking to makes it easier for your ideal customer to realise that your message has been written specifically for them.
Hobbies
Just like with profession, hobbies can be a very wide way of throwing your Egoic Label net. For example, Golfers.
You may want to niche this down to Weekend Golfers or Golfers Who Don’t Play As Much As They Want.
Family
This is one area where the label is tied very tightly to the person’s ego. Something as simple as:
The proud fathers guide to…
Would grab my attention.
Similarly:
Time saving secrets from a single Mum
3 simple ways Mothers can balance work, family and time for themselves
Will immediately appeal to busy Mothers (which is all Mothers, right?)
The use of the word Mother or Father jumps off the age because it carries such an emotional pull.
Sex
This is throwing the Egoic Label net as wide as possible. And it’s still an effective way to differentiate your message. Here are some examples:
Women Building Wealth
For men who want to lose weight fast
You can make your message more powerful by combing Egoic Label categories, such as:
Dating secrets for divorced men
Age
Age is another wide appeal that can be used in combination with the other Egoic Label categories to make your message more specific. Here are some examples:
Weight loss secrets for men in their 40s
Retirement secret discovered by 45 year old middle manager
Whispering Loudly
As I’ve already hinted, the best results are when you combine Egoic Labels. This is when you can whisper and your message will be heard by your ideal customer.
Dating secrets for divorced men in their 40s
This message combines 3 of the Egoic Label categories: age, sex and family.
Remember: this is exactly how Mark Victor Hansen turned ONE book into 250 titles. Chicken Soup For The Soul niched into… the Adopted Soul… the African American Soul… the African American Woman’s Soul… the Baseball Fan’s Soul… the Beach Lover’s Soul and on and on.
By specifically appealing to one Egoic Label in your message you too can whisper loudly.
Now It’s Your Turn
I hope this blog helps you better identify your ideal customer and speak to them in a way that allows you to whisper and be heard across a noisy crowded room.
Marketing that makes the cash register ring begins with speaking to one specific person. The best way to attract their attention is always going to be with their name. If you don’t know their name then you must use the words that are tied to their ego. Words that will jump off the page and pull them into your message.
If you’ve found this useful then please leave a comment below.
If this can help someone you know then please share it with them.
Carpe diem
Roland Eva
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The book shows you how to use my simple 5-step system to turn expertise into cash. With this system, I’ve made £672,989 in just 9 days! And you can too when you know how. So, click the link below to grab your free copy.
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About The Author
Roland Eva is a copywriter and marketing trainer, mentor and consultant.
For the last 5 years, Roland has helped authors, coaches, mentors and trainers in the property and business opportunity markets to fill seminars and sell high-end programs ranging from £1,000 to £6,000 by telling true stories that inspire people to change their lives. Many campaigns have made over £500,000 in just 9 days.
Roland’s marketing journey began when he lost his first business, a photography and graphic design studio. The pain of watching his business die slowly motivated him to discover a proven system to find your ideal customer, earn their trust with immediately valuable information and make them feel good about buying, by telling true stories that inspire people to change their lives.
Today Roland’s mission is to prevent every business owner from suffering through the same pain as he did. Roland wants to take them on the ecstatic ride that comes with having a proven system to turn leads into customers and expertise into cash.
As a consultant, Roland works on a no win, no fee basis so you don’t risk a penny. As he says this makes the cash register ring or it’s free, simple as that!
To contact Roland please email him on: Roland@RolandEva.co.uk