DEFINING YOUR IDEAL REBOOT CLIENT part 1
Establish a refined, very specific client market ideal to you and your niche specialty.
What you will discover:
- Why you HAVE TO exclude people from your marketing.
- The benefits of picking a very specific client market.
- Tips for narrowing down your ideal client.
- How to establish the messaging for your marketing.
- The importance of defining your ideal client's single most important problem.
What you will do:
- Analyze preexisting, data driven client personas.
- Relate and refine these general personas to your niche speciality (from module 1).
- Refine again to make your client market as specific as possible!
There’s one goal every business has in common: to make a profit.
After all, money keeps your business afloat, pays the bills and allows you to take home a paycheck!
But when you’re planning and strategizing ways to achieve that goal, there’s one variable that isn’t always easy to determine: your audience.
Identifying and understanding your ideal client may seem like a guessing game at first...
Who would benefit from my product/service?
How do I reach them?
How do I position my product to spark interest and encourage them to buy it?
but don't worry, thats where I come in! I have some proven business strategies to help you get there!
Here's the thing, remember that you’re trying to hone in on one specific type of person; you’re not trying to appeal to the masses! Therefore, I insist that each Roots Reboot Dietitian finds their VERY specific client market.
I know its hard to do because I was the exact same starting off in my consulting business... I didn't want to pick a niche because I loved learning, being knowledgeable in all things nutrition and I didn't want to exclude anyone! However, we each need to pick a client market, and the more specific, the better! Please don't tell me you want to work with women in weight loss... because I might start crying! Unfortunately, that is way too vague. Also, "I want to empower women about plant-based eating," ... again, too vague.
You need to think of a very, very specific problem
and then you need to solve it.
Don't worry if you're excluding people. There are seven billion people, you'll need to exclude some of them... actually you'll need to exclude a lot of them. We are going to really only focus on about 20 clients at a time and these people need to feel as if you're talking directly to them!
Maybe you are only going to work with people that have brown eyes and blonde hair who live in California. People are going to know exactly who you are referring to when you say x, y and z. They're going to know its them or its not them and know it right away. People need to be able to self-select. All women is not specific enough. Women that want to be empowered is not specific enough. Remember, there's millions and millions of people. You want to get it down to... can you locate a 100 of these people?
Now so many people don't want to exclude anyone. "What if someone with blonde hair and blue eyes comes to me? Can I consult them?" Yes, you can if your time, resources and schedule allows, but your marketing has to be focused on one specific group!
Now you may ask me, "How am I going to do this?" I'm going to give you a step-by-step process for doing this, but I don't want you to get too caught up in the process.
1. I want you to think about who you want to work with and then get more specific 3 times.
For example: "I want to work with women in weight loss." Okay, lets get more specific x1. "I want to work with women who are currently practicing physicians who want to lose weight." Okay, be more specific x2. "Women who are working physicians and busy moms who want to lose weight." Okay, be more specific x3. "Women who are working physicians and busy moms that can't handle the stresses of an unusual work/family schedule, thats why they've gained the weight." Okay, now we're getting somewhere!
Now, I'd like to ask you to get even more specific 2 more times. So, if you could ask yourself 5 times total, get more specific, get more specific, get more specific, you're going to finally be specific enough. Again, don't not worry about excluding people; they can still hire you! Your marketing needs to be very targeted. What you will find out is the more specific you get with the people that you're targeting, the easier your marketing will be!
Example: If "I am helping people lose weight", that is a huge number of people. If "I'm working with women who want to lose weight", still a huge number of people. Get more specific. "I am working with women who want to lose over a 100 pounds." Now we're starting to get somewhere because people will know right away whether its them or not. "I want to work with women who are a 100 pounds overweight and are emotional eaters. They know that they eat when they are emotionally upset, and they tend to eat when they're emotionally happy. I want to work with women who are tired of diets. They've already tried to losing the weight in more conventional ways." Okay, now we're getting even more specific. "I want to work with these types of women who live in California." Now we're talking. "I want to work these women to also have a good sense of humor, they like my food puns and get along with my silly/energetic personality. Also, they're crazy successful." Okay, we'll add that too!
Example: Men who want to lose weight. Men who want to lose more than a 100 pounds, who are super smart, they get paid in excess of 250k because they're executives and they feel like they're successful in everything in their life but their weight. They're emotionally eating because they feel a lot of stress in their life and they have been told by their doctor that they have to lose weight because they have diabetes. Now I've all of a sudden narrowed, narrowed, narrowed, narrowed, narrowed. The more specific you can get, the more you can narrow down your market, the more you're going to be able to identify who it is you're speaking to. You know exactly where you can find these clients and exactly what to talk about.
Let's say you're only going to work with people in California but you may think "Oh, well my gosh, that's really limiting me why just work with people in California when I can work with people all over the plane?" It can really help you if you want to work with people in person, and it also can really help you if you need a more narrowed client market. It can help you when you are making references to options. There's 38 million people in California. There's still going to be plenty of clients for you, but it's going to help you when you're talking about products available in products available in local grocery stores, healthy restaurants you recommend, local gym classes they'd like, health care physicians you know, health events, etc. Going with a geographical focus isn't necessary but, if you feel you can provide more value with your services by doing so, it might be helpful!
2. Once you've done that and you've Been very specific, I want you to identify what is their main problem.
If we're talking about my overweight clients, their main problem is their busy work/family schedule. Their main problem is that they are obsessed with food. Their main problem is that they're stressed out all the time. Their main problem is that they have diabetes and they're struggling to maintain their health.
What is the main problem that you are going to solve?
What is the main problem that they have and how would they describe it in their words? Now they may have multiple problems. You're going to pick one problem that you will solve for them. They can't find any clothes that fit. They work odd hours of the day. They can't get promoted because of their weight. Their health is a problem. They're exhausted all the time. How would they define it? You use their terminology to define their problem.
3. How are you going to provide the solution?
The reason why this is so important is because you need to know what problem you're going to focus on and how you're going to provide the solution. This will determine your ideal client as well. Your clients will be looking for a specific solution to their problem.
For example, say you work with women who are highly successful, very intelligent, emotional overeaters, that are over dieting but looking for more of a mental solution because they tired the food solutions. They are looking for something different. They are looking for a solution to managing their mind and, therefore, their emotional lives. Therefore, if you focus on clients who overeat and resolve what is going on in their mind and food second, you are the answer for this individual.
If you feel you are really struggling with narrowing down your client, start with step 2. What is a problem that a lot of people have that I would like to solve? Think about the problem and think about the solution that you have for it. Then go more specific with the person you want to solve it for.
When I tell people I am starting to consult other dietitian entrepreneurs they say, "Well, isn't your target market you?" Most of the time, it is. I know the struggles of trying to do everything from blogging, to managing social media, to creating programs, to sales, etc., I have been there and I know the problems and conflicts first hand so that is who I am targeting. I am able to draw a lot of information from myself, which is really helpful. However, this doesn't always have to be the case.
I want you to do this exercise, go through these 3 steps. When most people then to err on the side of being way too general, I want you to err on the side of being specific!
Now, if you feel like you've already been working with your ideal client, there are some additional ways to take the guesswork out of the specifics of your ideal client and you can make more accurate, data-driven characterizations by conducting research!
Data may not sound very thrilling to you (especially if you’re the right-brained, creative type like me), but the possible outcomes of understanding your current audience even more can have a HUGE impact on how you bring in sales for your products or services... And that’s something anyone can get excited about!
7 data-driven persona tactics
to help you get started creating your Roots Reboot client persona!
*This research is especially true if you've already been working with individuals you feel are your ideal client! However, if you are wanting to make a shift in your specialty focus from your prior role as a dietitian, some of these points may not apply to building your new Roots Reboot client persona.
- USE INFORMATION FROM YOUR GOOGLE ANALYTICS REPORTS
- If you already have a private practice website, Google Analytics can provide information like age, gender and interests on your current audience and its free! Once you create an account, this information can be found under the ‘Audience’ tab in the right-hand menu. Enable the feature and receive data driven analytics on who is currently visiting your site! If you don't have a website or its not providing very insightful information don't worry, we will integrate this into the Roots Reboot service page created for your services in the future!
- USE INFORMATION FROM YOUR EMAIL SERVICE PROVIDER
- Similar to Google Analytics, using information gathered from your email service provider is helpful to assess your current audience.
- You can find information like opens, clicks, geographic region, etc. This information will give you an indication into what kind of content draws people in (opens) and what they want to engage with (clicks).
- To really take this tactic to the next level, it is helpful to add some additional persona-related questions to the fields people have to fill out on the website to subscribe to our newsletter or get a free download sent to them, etc. (We will revisit this tactic when we build your speciality service website page on Roots Reboot!)
- RESEARCH ON SOCIAL MEDIA
- The key advantage of social media is engagement. Those who engage with you the most are often those who enjoy following along with you the most and would potentially buy from you.
- Click on the accounts of those who like, share and comment on your past social media posts. Read their profiles to learn more about them and the language they use. Scroll through their recent posts to get a feel for what they’re interested in. Look at other accounts they follow along with.
- You would be amazed by the amount of information you can obtain by taking a look at those who engage with you. And remember, it isn’t “creeping” - it’s research!
- ENCOURAGE AND KEEP UP WITH BLOG / SOCIAL MEDIA COMMENTS + QUESTIONS
- Did you know that those who comment on blog posts, direct message questions, participate in health challenges, giveaways, social media posts etc. are 5x more likely to buy something from you? Look back at your prior efforts in this area and analyze these individuals. However, we will start taking advantage of this in the weeks to come when we strategize your marketing / post content - ex: weekly Q+A sessions, more face time content via going LIVE, and asking questions at the end of posts to encourage comments and engagement!
- Once the comments and relationships start building up on your Roots Reboot posts, remember to keep the relationship going by replying back and checking out their accounts... Again, you might be surprised by the insights and ideas these individuals are more than willing to give!
- CONDUCT SURVEYS AND IN-PERSON INTERVIEWS ON INTERESTED CLIENTS
- While this tactic is the most intimidating and lengthy, it’s one that will give the most invaluable information. Consider distributing a survey using a tool like Google Form and conduct interviews (on social media, in person, over the phone, or after consulting sessions/workshops) with your audience. Ask targeted questions specific to your speciality business and what you offer now or would like to offer in the future.
- This is no easy task but I assure you, the results will be a game changer for your speciality business within Roots Reboot!
- You can start doing this now by interviewing interested clients. See below in module resources for the "client pre-service survey." However, we will work these types of surveys into everything you do as we'll always focus on a build-measure-learn feedback loop!
- STUDY YOUR COMPETITORS’ AUDIENCES
- Does someone else in your specialty niche industry have an existing audience that matches up with your ideal audience? Consider what your competitor is doing to attract that audience.
- What kind of content do they share? What are the demographics of their audience?
- While the intention isn’t to copy your competitors, it’s wise to pay attention to others in your industry who have your ideal audience and study what they’re doing right, how they're reaching their audience, and specifically who is engaging with them.
- STUDY YOUR PAST CLIENTS
- If you have had clients in the past that closely align with your ideal client, connect with them again and ask if you can send them a few questions.
- Ask them how they found you, what drew them to you instead of some of your competitors, where your process could be improved, and what they would like to see from you in the future.
- See below in module resources for the "client post-service survey"
module 2 resources
module 2 Action steps
Take this week to really work through which type of client you'd like to work with!
Spend time to become an expert about your clients background, needs and wants. This modules action steps and resources will help you to define your business niche even more!