Persona, avatar, dream client... The question is, who are you selling to?
For you to know who your dream client is, you need to be crystal clear about what you do & who you do it with.
Simon Paquin
September 27, 2022
Hey,
For you to know who your dream client is, you need to be crystal clear about what you do & who you do it with.
In this letter, you’ll learn my persona-building framework.
I'm hoping you'll learn a thing or two that could change the trajectory of your business, whether you’re a brand-new entrepreneur or a seasoned samurai.
To begin, let me clarify something:
The main difference between your audience and your dream client is their psychological state when they get in contact with your brand or business (call it what you want, to me they are one and the same).
Your audience is often in a cold psychological state.
Therefore, they are not actively seeking a solution to a problem, but rather seeking a community to join (tribe).
They are looking for influences that could help them sort out an issue that is still vague to them.
See how vague your audience’s default mindset is?
It's normal.
Your dream client and your audience are fundamentally different.
On the other hand, the dream client is looking for a specific solution, he is hot. He needs to find the best solution to his current situation. (problem)
“Problem” refers to the state he is currently in. (a difficult situation for his business).
This is what we call The Gap, it represents the opportunity for you to assist him at the right time with the right offer and at the right price.
Next, you want to put yourself in the shoes of your dream client as if you were searching for that solution.
How is your offer appealing to you now? Would you pay for it? Would you hire yourself?
To nail this point even more, this is when you start thinking about building your content strategy around being useful to the psychological state your dream client is in at the moment he realizes he has a problem he wants to be solved.
Always keep in mind what state of mind your dream client is in!
Cold or hot?
The Dream Client is a profile of your ideal customer, their main problems, the kinds of questions they ask themselves, their deep desires, and the reasons why they do not purchase your solution right now!
I call these his psychographic characteristics!
To create it, we need to define the following elements:
- Name
- The age
- Sex
- Where do they live
- Revenue
- Occupation
- Family situation
- Hobbies (online and offline)
These are the demographic attributes.
The next step is to determine his mental state. Listed below are some questions to get you started:
- What are the main problems your dream client faces in his business journey (List three to five)
- When you chat with him, what are the most common questions you get asked? (Write five questions)
- Why is he hesitant to buy? (give five reasons)
- What are the biggest desires of your dream client? (Name five)
- In relation to your business, what is the psychological state of your dream client?
(Cold: unaware, but a good candidate, warm: not looking but is open to what you have to offer, or hot: in search of a solution (in “buy mode” (urgent))
- What will you do to communicate with your dream client?
- Do you need to use a specific vocabulary? (Use specialized terms, a humorous tone, a familiar tone, etc.)
You can even find a photo that represents him or her so you can easily see him or her when you go to create your content.
These two sets of questions are what are going to help you build the persona you want to communicate to and ultimately sell to.
If you have any questions please feel free to respond to this email.
See you around!
Simon