Writing website and marketing copy, coming up with tag lines and freebies WE think resonate with our ideal clients is easy. Right? Well maybe not. Coming up with all of this stuff on our own without any input from our ideal client is much like proofing our own work … we see what we want to see. We know who we are. We know what we do. We know what our ideal client wants. Or so we think. The question is …
Do You Really Know What Your Ideal Client Wants?
I learned this the hard way. Because if you don’t know what they want, you can’t market to them effectively.
Take my tag line for instance. When I came up with my original tag line, I polled my clients. They were already my clients, so they already knew the who, whats, whys and wheres of my business and what we do. I gave them some choices, they told me which one they liked the best, and I went with it.[clickToTweet tweet=”Make sure you know to whom you are marketing. Market to your ideal client and not yourself!” quote=”Make sure you know to whom you are marketing. Market to your ideal client and not yourself!”]
However, over time, I discovered the tag line I chose might not be specific enough for attracting NEW clients, so I went on a crusade to come up with a new one. I had some great ideas (so I thought). In fact, I came up with a couple I thought were rather brilliant. My team agreed they were great ideas; but remember … my team is made up of other marketing specialists who intimately know what we do. Then, I polled 2 of the Facebook groups of which I am a member, and my current clients again. Was I ever surprised. The cutesy tag lines that played off the “BizEase” in my business name were NOT the taglines that resonated with anyone in the two Facebook groups or my clients. They had their own ideas. And to my surprise, those ideas were pretty consistent across the board.
The two that won out over all of the rest were very similar, but one was shorter and more to the point. The telling sign to me was the longer one was a favorite among those who were NOT necessarily my ideal client. The shorter, more succinct, tag line was the one chosen by those who fit my ideal client profile. Guess which one I chose?
To make a long story short and get to the point, I thought I was marketing to my ideal client, but I wasn’t. I was marketing to me. This is just one, small, example of why you should always do your research to find out what it is your ideal client wants and needs. Find out what their pains are and what resonates with them so you are marketing specifically to them and not to yourself. The best way to find out what they really want and need is to ask them. Conduct a survey or poll. Call them. Send them an email. Ask them on Facebook or Twitter. Just ask. You might be surprised. You might just discover you only thought you knew what they want and need!
So the moral to the story is … taglines, copy, whatever. Stop throwing marketing spaghetti on the wall. Ask your ideal clients what they want!
Also published on Medium.
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up shopping carts and editing video, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!