Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute.
Today’s topic “How to Create the Perfect Client Avatar” is the key component in attracting perfect clients every month. I’m going to give you some practical tips on defining your perfect client avatar, and at the end I’ll give you the key to attracting perfect clients every month.
But what is an avatar? An avatar is the embodiment or profile of a person that represents your ideal or perfect client. You want to target qualified prospects, who want to work with you, and you want to work with them and whose financial struggles you enjoy solving. By being very specific in whom you target, you’ll achieve much greater success.
There’s nothing more frustrating than investing time and effort in a social media marketing campaign and not getting a single lead. Those days are over! I’m going to guide you through a simple process that will help you come up with the one group of people (your avatar), that you would enjoy working with by defining their unique characteristics or profile.
So, let me ask you a question, what are your existing clients like? Divide them into groups, identify their similarities, who you enjoy working with, and what their financial needs are and determine the one group you want to focus on most; that will be your new avatar. More questions you should ask:
- Which clients did you make a reasonable profit from?
- Are they saving up for retirement while still paying their kids’ college tuition?
- Are they divorcees concerned about their retirement funds after the division of their assets?
- Are they nearing retirement?
- How much do they have in assets, what type and how much investable assets do they have?
- Who are their dependents and what are their circumstances?
Can you see a picture starting to form?
You’ll be able to identify their financial goals and needs by the questions they ask you and you ask them.
Now that you’ve grouped your clients, look for other common characteristics. Where do they live and where do their kids go to school? What age are they? What income bracket do they fall under? What are their interests and hobbies and which causes do they support? These are essential clues to help you recognize your ideal prospects.
Okay, so this may seem a little weird, but I want you to come up with some catchy names for your ideal avatar, narrow it down to one person. For example, Divorced Debbie, Chris College, Dr. Reggie Retire, Golfing Genie. Anything that makes your ideal avatar easily recognizable to you.
Now for the nugget! The following is the single most important thing we do as an advisor and the key to your success – so please listen closely. You’ve determined who your avatar is, now write down their story from their perspective. Describe their day, what’s their age, marital status, how many kids, what goals do they have, what keeps them up at night or wakes them up in fear, what makes them happy? Go through an entire day in their life.
Most importantly is to determine what matters most to them, what really drives them to do what they do? When you talk to a client or prospect just keep asking the ‘Why’ question, why is that important to you, over and over until you get to their core. When do you know you got there? They’ll talk about their innermost cares, which is usually relationships, their family, but it could be other things too, such as charities they truly care about, or a disease they’d like to see cured, and so on. But it will be the core of their existence and will be what drives them. If you can get comfortable going there you will be their advisor, the advisor they will work with for life!
So now that you have a much clearer understanding of what motivates your clients and you’ve profiled your avatar, you can start to strategize and develop your roadmap on how to get more and more perfect avatars to become your perfect clients every month.
If you’d like to get more information, click the link below. Thanks, and see you next time.