Hey everyone.
Jason here, digital marketing consultant.
And in this customer profile creation guide, you're going to learn the only three questions
you need to answer in order to create your ideal customer profile, timestamp table of
contents in the description, along with some other helpful video links that I will be referencing
throughout this guide.
Now, as we dive into these three questions, it's important to remember that the only reason
we're doing this is so that we can better connect with our ideal prospects and ideal
customers.
At the end of the day, the whole point of this process is that it's actually practically
helpful in helping you craft your sales and marketing messages.
Of course, if it's not practical, it's not helpful.
Then there's no point in doing these exercises, right?
So let's go ahead and go through these three questions.
The first one we have is who is your ideal customer?
Then we're going to go through what are they doing instead, or where's their attention.
And then finally, what do they care about?
So let's go ahead and kick things off with the very first question of who they are.
And we can break this down into three parts.
The first part is figuring out something called an identifier, which is what we'll go through
right now.
And then we want some basic demographic information as well as their actual location.
And we'll go through some tools you can use to figure out those second two parts.
So the first part is the identifier, and this is the very first thing you want to do when
you're trying to figure out who your ideal customer is.
So what we're going to put on our thinking caps here and actually shift the way we're
talking for the rest of this video.
And I want you to talk in first person when you're going through all these questions.
So you want to answer it as if you are your ideal customer.
So instead of using, they, use I, instead of using them, use me, when you're going through
this, it’s very important because you want to get inside your ideal customer's head as
you create your profile.
So here in 5 to 10 words, we want to describe how our ideal customer would describe themselves
in the context of your marketplace and niche.
So we'll just go through some examples, because this is the best way to understand how to
do this first part.
So here we have, I am a small business owner.
I'm an upcoming artist, I'm runner, I'm a swimmer, I'm a work at home Mom, I'm a homesteader.
So whatever kind of label or identifier or group that you can identify, that your ideal
customer would actually identify with, of course, in the context of your niche, because
there's going to be a lot of people in your niche who are male or female, they're moms,
they're parents, they're single.
So some of those things in labels don't matter.
So they need to be in the context of whatever your product or service is.
And then the second part of this is, and I want to, and this is going to help set you
up for the results, which is what we'll get to in step number three here.
So I want to spend less time in my business, make more money from my art, train for a triathlon
or improve my mile time, make a full time income from home or be completely off the
grid.
So as you can see, this is the very first step of this exercise.
And all it's designed to do is help you start to get in the frame of mind of looking at
the world through the lens of your ideal customer.
So these next two parts are going to be very data and analytical driven.
So if that's not your thing, we'll speed through this as quickly as possible.
Now there are two tools you can use to answer the basic demographic information and figure
out their location.
So if you already have a website, you already even Google analytics set up.
You're actually good to go.
All the data's there for you.
If you don't, then you can use Facebook audience insights.
So let's quickly go through Google analytics.
So inside of Google analytics, if you're not familiar with it, that's okay.
We're only going to spend 30 seconds on this.
You can actually go into your dashboard and you can look at your audience and then click
on demographics and geo.
And here, you're going to be able to see all of the age and gender and location data specific
to your website.
This is going to be important because now you're going to specifically, not just who
you think, but specifically who actually is visiting your website, male, female, 60, 30,
25.
And then of course, what state, province or country that they are in.
And so if you don't have Google analytics, that's okay, because Facebook audience insights
actually has you covered with this exact same information.
So all you have to do is think of a competitor or influencer in your niche.
You can go to the Facebook audience insights tool type in that competitor's name, or that
influencers name.
And you're going to get their demographic information, which is pretty cool.
Now, in order to do this, you do need to have a Facebook ads account.
So all you have to do is set up a free Facebook ads account.
You don't have to run ads or start paying like you do with a Google ads account to use
keyword planner.
So you don't have to worry about paying for anything here, and you'll be able to get that
information.
And you definitely do want to set this up, because you're going to need to use this tool
for the second question.
So here we've answered the first three questions.
We have an identifier of how your ideal customer labels themselves, and you have the basic
demographic information that you need.
And so this next step is actually going to be answering the second question, which is
where's their attention now?
What are they doing instead?
So we're going to have a list of 10 things.
So the first five you want to look up, what are the top five brands and media properties
in your niche?
So by brands, I mean potential competitors, businesses that are already giving them products
and services inside of your niche or marketplace, and then media properties.
These are going to be social profiles, blogs, magazines, even television shows, as they
specifically relate to your niche.
You may have seen some other guides in the past that asked you to figure out what books
and television shows your ideal customer might be reading or engaging with.
But really as a small business owner, entrepreneur, that doesn't actually matter.
What we care about is media that has their attention and companies that have their attention
inside of your niche and marketplace, because it needs to actually relate.
And this list is actually going to be very helpful when it comes to writing your sales
messages and also setting up your traffic, so if you want to learn how to use something
like Google ads or YouTube ads to actually connect with this person, this profile that
you're putting together, link in the description to an in depth video on that.
And then once you have those five, the next five are going to be influencers.
So these need to be actual individuals and a great way to figure out, well, Hmm, who's
an influencer in my niche or marketplace is to just ask the question.
If you are your ideal customer, where would I?
Because we're using first-person now, where would I go to ask someone, if I could have
access to anyone in the world to help me in this particular area of my life, who would
I pick up the phone and call?
And so those are going to be the influencers in your niche or marketplace.
They don't necessarily have to be people who are directly accessible to your ideal customer.
And so we've knocked out the first two questions.
Now we're finally ready for question number three.
And this is really where the rubber meets the road in terms of helping you with your
sales copywriting.
And you'll see how this ties in, in a second.
And this is asking the question, what do they care about?
And this can actually, be broken down into two parts.
Number one is what results are they after?
And then number two, what are their perceived roadblocks?
Because we're doing this from their angle, not ours, because as an expert or business
owner, you probably know exactly how to solve your ideal customer's problem.
The issue though is the way you would solve it and the way they would solve it, doesn't
necessarily always match up.
So we always want to be where they are and then figure out how to connect our solution
to their situation.
And this is a great way to make sure that all of your marketing and sales copy actually
does that, as opposed to just talking about me, and your ideal customer just goes.
Yeah, no, I don't think that's really helpful.
So here we go.
Let's go ahead and go through an actual example to make this a little more concrete.
So let's say we're trying to target people who want to grow a YouTube channel.
Well, their end result would probably be something like be full time on YouTube, wake up and
make videos on their own schedule and just enjoy making videos of about whatever topic
they have.
Okay, great.
So what do they think?
Not we, but what do they think?
What do I think is getting in the way of becoming a full time YouTuber and creating videos on
my own schedule?
Well, if I was that customer profile, I'd probably have things, like I need more views
on my videos, or I need to get more subscribers much more quickly than I am right now.
Or maybe my video quality is just not up to par.
And that's why people aren't watching my videos and I need to get my videos to start actually
ranking, because I'm struggling so hard to compete against larger channels.
And so obviously that's a very watered down example.
You're probably going to want to spend anywhere from 20 to 30 minutes on this, but this last
question is what ties everything together.
Because in the first question, you're actually going to be able to use all that information
to run your advertising, whether you're doing Facebook or YouTube or Google ads, all of
that demographic information is going to be helpful when you combine it with the five
media properties or competitors and your five influencers, that right there gives you all
the information you need to do your targeting for your advertising.
And if you're not advertising, that's going to give you all the information you need to
start figuring out what your content plan is going to be, because you can look at those
competitors.
You can look at those media properties and you can figure out, Hey, what type of content
should I be making?
That's going to connect with this ideal customer profile that I just put together.
And finally here, this is kind of the cherry on top.
This slide is an example of how you can take these results and these roadblocks, and actually
immediately turn it into sales copy.
So if you want to learn more about how to take everything you just learned and actually
start practically applying it to your copywriting and your lead generation process, and go ahead
and check out the link in the description to an in-depth video that actually builds
off of what you just did, and actually helps you start writing your landing pages and your
sales pages.
And of course, coming up with your lead magnets, because when you use this as your foundation,
you're going to make sure that you're always creating products and offering lead magnets
that your ideal customer actually wants.
So thank you so much for watching.
I sincerely hope you got some value out of this video.
And most importantly, you have a much clearer picture of not only how to create your customer
profile, but how this customer profile actually flows through to the rest of your marketing
and sales process.
So go ahead and hit that like button, comment blow, if you have any questions and until
the next, keep building the business you love.