Targeting: WHO you sell to is more important than WHAT you sell

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February is the Month of the Avatar, and throughout the month I will be writing several posts related to identifying your ideal target client and attracting them to your Website.

Keep this phrase in your mind: The WHO is more important than the WHAT.

So who do you want to work with?

When I ask my clients this question, I ask them to imagine their favorite client. This could be someone they’re working with currently, someone they would like to work with, or a combination of things…the important thing is that you can “imagine” this person in your head.

I even have them give their avatar a “name” so that it’s easier to speak about them.

Once you’ve created this image in your head, it’s time to ask yourself some questions about them, which can be broken into two categories:

 Demographics:

  • Age (range is fine)
  • Location
  • Gender
  • Income
  • Profession

Psychographics:

  • What are they afraid of?
  • What do they want?
  • What are they angry about/Who are they angry at?
  • How do they communicate?
  • What kind of language do they use?

It’s okay if not everybody fits this mold perfectly…this is the ideal avatar.

There will be outliers, and they will still work with you even if your language is tailored towards someone more specific. By being specific in who we are talking to, we can better create the site that will attract and convert them.

Now that you know who your site is for, it’s time to write an about page that captures their attention. Then, it’s time to start writing some blogs.

 The questions above are just a sample of what kind of information you want to get about your target client. For a complete list of questions to ask about your ideal client, download my free “Avatar Builder Checklist” below.

P.S. Be sure to follow me on Facebook and Instagram!

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