HOW TO TARGET YOUR IDEAL CLIENTS

by Carla Thompson, Founder and Coach at Agent+ Coaching

Get Their Attention

Have you every asked yourself why some marketing gets your attention and yet most does not?  Every day, we tune out marketing messages all around us.  And then once in awhile, something grabs us!  Why?

It is pretty simple, actually.  If we have a need, we look for a way to fulfill it.  And when our brain latches onto a possible solution, we pause to focus on the depth or validity of the solution. 

In other words, if we desire to get the attention of our ideal clients, we need to approach them from a needs-fulfillment perspective. 

Step One: Ask yourself, “What are my clients’ biggest needs, challenges, problems or desires?”

By doing so, you can determine what is really bothering your clients.  What is keeping them up at night?  What problem are they trying to solve?  What deep desire are they trying to fulfill?

For example, if your ideal target market has a need to grow their wealth, they may have varying perspectives on money.  Some people may see the solution to growing wealth as saving money.  Another target market may see the solution as investing money.  Each group has different needs and will therefore, hear different messaging.

Step Two: Craft a marketing message with language that solves your clients’ challenges.

In figuring out how to use words that your clients most desire to hear, you will learn to speak a language that they speak.  And in using their language, you will more quickly be trusted by them. 

For example, is your target market interested in saving money or investing money?  These are two very different orientations! 

Marketing Message #1:

Target Market: People who desire to save money.

Buy a Bargain!  Cheapest House in the Neighborhood!

Marketing Message #2:

Target Market: People who desire to invest money.

Invest in a Home with Multiple Returns: Solid Architecture, Thriving Community, and Million-Dollar View!

See the difference?  The traditional marketing messages are usually so mundane that everyone tunes them out! 

Typical Marketing Language: Beautiful Home with Gourmet Kitchen. 

Blah, blah, blah. 

This very common marketing language likely doesn’t grab the attention of either group—the savers or the investors.  Instead, the property being marketed is lost in a sea of homes that all seem to offer a gourmet kitchen—regardless of price point.

So, the very best way to market to your ideal target group is to dive deep and discover what is important to them.  How will you solve their problem?  Then use the language they are likely to use in your marketing messaging as you explain how their problem is solved!  And you will have their attention!!!!