24 Seven May 2018

WHY UNDERSTANDING YOUR IDEAL CLIENT IS CRITICAL TO BUSINESS SUCCESS
Suzanne Tregenza Moore, MBA
WHY UNDERSTANDING YOUR IDEAL CLIENT IS
CRITICAL TO BUSINESS SUCCESS
As business owners we are always willing
to sell to those who are willing to buy. We
know that doing so is fundamental to our
ability to stay in business.
Conversely, as marketers of our company,
developing messages hoping to connect
with everyone can be a dire mistake.
They often are too general and do not
create the emotional connection with the
product or service necessary for a sale.
If you don’t know how to handle this, it
can be quite a conundrum. Don’t worry,
the answer to the issue is quite simple.
The most successful companies know a lot
about the people that buy from them. In
fact, they create what is called ideal client
avatars, which helps them develop all of
their marketing, and sometimes even their
offerings.
There are three reasons creating your
ideal client avatar can significantly impact
your success.
First, no matter what you sell, there are
people who need and want it and there are
others who don’t. Not everyone is going
through life with the same concerns and
desires. For example, someone who lives
in a New York City one-room apartment is
not looking for a large dining set that can
be the centerpiece of an open floor plan
home. You don’t want to be talking to the
people who will never buy from you.
Second, selling is about making an
emotional connection with your customer.
In order to do this, you must first have
an understanding of their state of mind.
Some people think of a dining set as the
place where their family will spend hours
on a daily basis eating, playing games and
doing homework. Others see a dining set
as a place only for very special occasions
and a showpiece of the home. Knowing the
difference for your audience plays a critical
role on how highlight product or service
attributes.
Third, once you understand the differences
and have developed your marketing and
advertising, knowing your customer will
inform how and where to deliver your
message. For example, if you primarily sell
furniture for beach environments, you don’t
want to put your store or advertisements in
Iowa. Everyone has limited resources and
wants to maximize their use.
If you haven’t already developed your
ideal client avatar, the time to do
so is now. This is a critical step in becoming
successful and achieving continued growth
in any business.
Suzanne Tregenza Moore helps coaches and consultants build their businesses online and off using her Socialize Mesmerize &
Monetize System. Her no-nonsense straight talk, clear, concise direction and technical know-how provide the support her clients
need and want to get ‘out of their own way’ and take the necessary actions that get them clients and build their email marketing list.
www.SuzanneTMoore.com