This is the first in a series that I hope will get you thinking a little deeper about your website, marketing plan and goals for the coming year. You might be familiar with “The Five Ws“, this would of course be the first of them. You can read the whole series here.
When a new client asks me to build them a new website (or rehab and existing one) one of the first questions I ask is “Who are your next Customers?“.
It’s a simple question right? And yet the answer is often “the next person that contacts me, duh!”.
That’s so lame, we can do so much better.
Here’s the thing. We’ve all had clients we really would like to never see again. That “client from hell”. They are still going to happen and this has nothing to do with them. It’s the opposite.
We all have had those perfect clients or customers in the past that we loved working with. That’s who we’re talking about!
So… sit back take a deep breath, close your eyes and envision the perfect next client for your business. The one that dovetails in with you perfectly. Yeah, I know this is sounding a lot like a vision board but bear with me.
Now start to envision more about this person – start making mental notes.
Who are they? What do they do for a living? What interests do they have? What do they care about? What is it that made them fit in so well with you? Are they married, single, divorced? Male or female? Political? Sports? How do they like to be communicated with? When it comes to your business – what questions do they ask? What do they need to know / want to know?
It’s equally important to also recognize what they don’t like, what they don’t do, what they don’t want to know.
Go as deep as you can, there’s no limit to the number of questions.
When you are done you’ll have a nice visualization of your perfect next client. Something to remember here is that it’s your perfect client, your visualization works for nobody else.
Now you might be asking why you just did this. The answer is in the details.
Most everything you do, from now on, in order to attract this next perfect client should reflect in this persona’s details. Think of it like creating a Mission Statement but for marketing.
Now, when you go to record a new video, write a new blog post, or send out a new mailer – or anything you do, ask yourself if what you are creating is set up for this ‘perfect client’. If it’s not, you know what you need to change.
NOTE: This is a total play on SEO. How? Because the content you are going to create is the same content that your perfect client is looking for!
Next, we’ll move on to the next W.
HINT: I’m going to ask you WHAT type of content you plan to put on this new website.
He's an avid hockey fan, rides a mountain bike, sometimes rides a road bike, has a few motorcycles (he had a really fast one, bought a cool orange one, rode a really slow one, and now,a perfect "BDR Weapon"). If that isn't enough, he makes cheese and sourdough bread, loves strong beer and good red wine, and poorly plays the Mandolin.
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