How would you like to increase your profits by firing your clients and turning away potential customers?
Sounds crazy?
I thought the same way too, until I was introduced to Perry Marshall and the 80/20 rule which he made famous.
Who’s Perry Marshall?
Perry Marshall is a sales and marketing expert, coach and author of the very famous book, “80/20 Sales and Marketing”.
What’s The 80/20 Rule?
If you don’t have time to watch the video (which I still HIGHLY recommend you do), here’s the main takeaway:
About 20% of your customers produce 80% of your sales, and vice versa.
The 80/20 Rule also applies to your traffic strategy, time management and far more.
Learn To Starve The Ponies And Feed The Stallions
Thing is…
Not all clients and customers are created equal. (Same concept when it comes to traffic.)
You (and basically every other business owner on the planet) will inevitably encounter prospects who ask a ton of questions, requesting for discounts or endless free gifts together with it, but end up not becoming a customer and wasting a shit ton of your time along the way.
You’ll sometimes get customers who take a long time to decide whether to buy your low cost front end products.
But on the other hand, you’ve also got customers who wouldn’t even think twice about taking out their credit cards to buy the most expensive item on your list.
It is therefore very important for you to identify who your best customers are.
Because when you are able to pinpoint exactly what kind of person your ideal customer is, something really magical happens…
The ads you place and content you create becomes super effective at sending quality traffic to your website and offers.
You’ll also spend less on paid advertising because you’re now targeting only people who have the potential to become customers who spend the most with you.
Your lead capture pages and follow up sequences convert at a much higher percentage because you now speak the same language and lingo as your prospects.
Sounds good?
Real Fun Exercise For Sniffing Out Your Best Customer
Now in order for you to do all of the above, we need to start developing your “marketing avatar”.
A marketing avatar is basically a complete and detailed profile of who your ideal customer is.
Key thing is to make your marketing avatar feel real by also giving him/her a name and possibly finding a picture of a somebody who matches that profile.
Pretty much like having an imaginary friend who’s the average of your top 5 customers.
Name:
Gender:
Age:
Height, Weight, Hairstyle:
Taste in Fashion:
Occupation:
Lifestage:
Children & Spouse:
Pets:
Lifestyle:
Hobbies:
Habits:
Reads (Magazines, Books, Authors):
Events:
Related Purchases:
Favourite Websites:
Favourite Shows:
Favourite Celebrities:
Favourite Places:
Membership in Certain Organisations or Societies:
How To APPLY Your Avatar To Your Marketing
Once you have all the information down, you can use it to review all of your marketing to make sure that you are indeed speaking to your marketing avatar.
You’ll be able to accurately predict which keywords on Google and Youtube to rank for, to send your best customers to your website.
You’ll be able to accurately target your ads at specific interests and pages on Facebook and show your ads only to people who will become your best customers.
You’ll be able to know which websites and forums are worth investing your time in, because that’s where your best customers hang out, too!
And when you start getting all these traffic to your website, you’ll know exactly the right words and phrases to use to trigger a positive reaction from these people.
Because when they start reading the content and looking at the images on your website, you’ll be able to make them feel as they are speaking with close friend.
Conclusion
Start crafting your marketing avatar and be super precise and specific about who your ideal customer is.
When you get it right, you’ll find yourself increasing your sales yet spending less time working on your business. And as a bonus, you start enjoying the time you spend interacting with your customers.
Of course, your list of characteristics for crafting your marketing avatar will be a constant work in progress.
Once again, I highly recommend that you check out the interview with Perry Marshall above, and have a look at his book “80/20 Sales and Marketing”.
And if you know of anything else I can add to my avatar list, feel free to let me know by leaving a comment below.
