Your ideal client avatar is the culmination of insight, personal knowledge and market research you possess on your ideal clientele. Even though it’s an imaginary exercise, think of your avatar as someone who represents the challenges you specialize in. You’ll take time to craft a full picture of their life, including finances, relationship status, occupation, and any other personally revealing markers you can think of.
This profile will help you understand the motivating beliefs, fears and secret desires that influence your client’s buying decisions. It will also serve as the backbone of your marketing content when you begin to strategically brainstorm ideas for your website, blog and other marketing tools.
In this course, you will:
Prior to starting this course download and read your course material. The audio/video content compliments and expands upon your reading material.
If you have questions please post them in the comments box below. Alternatively, you can post them inside of the private CoachPreneur Academy Facebook page.
In Module 2 you took your Brilliance (Your most Passionate Interests, Skills, Knowledge, Experience and Expertise) and began creating your Signature Solution.
You were invited to consider how you might leverage your brilliance to solve a problem, create a new opportunity or enhance someone’s effectiveness. In addition you were encouraged to consider how your brilliance might be applied in the various aspects of a person’s life. The goal of that module was to begin translating your brilliance into ways you could profit from what you are most passionate about in service of others.
In progressing through these activities what did you learn? Do you have an abundance of ideas that you might want to develop or are you still searching?
In the event you are still searching for ideas, here is a quick tip. Think of the people who have inspired you such as mentors, motivational speakers, workshop leaders, trainers, teachers and the like and write their names down. Then consider what in particular was inspirational about them. Often we find our next “thing” by witnessing or experiencing other people doing their thing. For example, if you go to a yoga class and are inspired by the teacher and the class format, or if you attend a workshop or training and the content gives you ideas on how you might do something similar your way, you might start imagining yourself doing something similar.
If you are drawn to an area of interest that would require you to gain additional skills, knowledge or experience that is perfectly ok. You can learn-as-you go and still live your brilliance even if you don’t have everything in place. In fact many people start their businesses and then incorporate additional skills and offerings once they have opened their doors.
So let’s step through a single example and see the variety of ways your unique brand of brilliance might be leveraged:
Let’s say you’ve always been passionate about helping others less fortunate than yourself. You’ve known your whole life you were meant to make a difference for these people and in the back of your mind you always thought that meant you would someday start your own non-profit. But now that you’ve explored the exercises in the previous modules, you realize that being tied to an organization you need to run yourself just leaves you cold.
At this point, your focus shifts to the idea that what excites you more is to help the people who have already done what you thought you would do: they’ve started a non-profit of their own. Now they are struggling because they must wear all the hats the non-profit requires: the administrative hat, the fundraising hat, the recruiting hat, the marketing hat and the actual delivery of services the non-profit was set up to deliver. They are exhausted, overwhelmed and have absolutely no idea how to make this all sustainable.
Here’s where all your unique passions, interests and talents come into play:
You realize you are less interested in doing the work and more interested in helping those who are to be more effective in how they do their work. You love to write and really have the ability to speak from the heart with your words. Your writing really makes people sit up and take notice. You realize your writing talents can be used to speak to prospective donors in a way that they give generously. And therefore you recognize you could help non-profit fundraisers learn how to write in a way that could help them to generate the funds they seek. – OR –
You hate to write but you have a way of connecting people and bring out the best in everyone. You could easily use your networking skills to forge the strategic alliances your non-profit leaders need to survive. And these skills if shared could help them to network as effectively as you can and to build the kinds of alliances that create a sustainable flow of funds and services for their clients. – OR –
You love to throw parties and organize events. You leverage your talents to create fundraising events that bring awareness and money to your non-profit clients. And again, you could translate this knowledge and your “how-to” into a format where fundraisers and event planners could replicate the results for themselves. – OR –
You hate the grind of everyday business and you’d love to help these struggling non-profits but their struggles bore you to tears. What you love is to really sink your teeth – Arrrrr! – into a meaty new project and help get it off the ground. So you decide to leverage your talents to help new non-profits to successfully launch and you teach start-ups the key strategies and success models they need for sustainability.
Each of these scenarios starts with the same premise – to help non-profits – but the form that help takes is unique to you, what you love to do and how you want to leverage your brilliance!
Now that you’ve begun to look at the myriad ways you can leverage your brilliance, your next step is to consider who you want to serve and who would want or need your brilliance the most. The term for this group of people is your Strategic Audience. In the non-profit example above, your strategic audience would be non-profit fundraisers, event planners and non-profit start-up leaders respectively.
Download: Live Your Brilliance Module III Playbook
Your Strategic Audience are those who would most benefit from employing your Signature Solution to create the changes they seek. They want to get rid of the very problems you solve, they want the exact opportunities you create or they are looking to enhance their lives in the ways you can help them. Essentially they are the people that either recognize they need your kind of help, or with some education would easily recognize you as the cure to their emotional pain and stressors.
The best way to speak about and market to a strategic audience is through the use of “egoic identifiers”. Egoic identifiers are descriptive terms or phrases that an individual would recognize as him or herself (I’m a 55-year old businesswoman, I’m a 28-year old college student, I’m an entrepreneur and single mom, I’m a middle-aged dog lover). When they hear you say you work with the very people they self-identify with (you speak to their identity), they are likely to tune in.
Here are some examples of “identifiers”:
Examples of strategic audiences can look something like: