Business Building Mistake #13: Guessing Who Your Customers Are
Katie Woodland | 26-06-2019
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Hey, it’s Katie here and I’m back with another business building mistake most female entrepreneurs make; guessing who your ideal customers are...
Most importantly for you... why this one mistake is drastically limiting your ability to generate leads and sales online.
Read on to discover a super simple way you can find out what your customers truly want so that you can increase the number of leads and sales you’re generating without needing to increase the hours you’re working.
#youvegotthis
xoxo Katie
When I was first setting up the mental health service in 2014, I didn’t take the whole customer avatar thing seriously…
In fact, I ‘knew’ my customers so well I ploughed on ahead with advanced marketing techniques and learning all about selling on social media, creating graphics and even video editing.
The problem was that knowing advanced ways to talk to your customer doesn’t mean you’re effectively communicating a message they want to hear…
Every time I put out a social media post, created a marketing campaign or rewrote a sales page on my website and it didn’t work I’d immediately jump on another advanced training programme believing that this must be the thing I need to learn.
The real problem was that when I’d get to the customer avatar bit I’d automatically assume I knew what my customers were looking for...
If they’re depressed they want to be happy, if they’ve got anxiety they want to feel at peace or if they’re stressed they want to feel relaxed.
Why?
Because they were the feelings I wanted to feel so they’re obviously the same ones everyone else wants right?
Wrong, but for years I was stuck in that mind-set. I had this mental block about actually taking the time to do real market research.
I genuinely believed that having been in the same places in my life before and after working with clients I thought I knew what potential clients would be feeling and need from my service.
Then as with everything, I learned this is not the truth...
Very much like all the other simple mistakes I made building my first business, I only really addressed the situation when the money dried up.
I started to heavily rely on word of mouth and found it virtually impossible to turn any of my leads into sales online.
No matter how may pieces of content I produced, how great the graphics looked or how fancy the video’s looked.
Thankfully, one of the first things I was forced to do when I was learning to sell was to do real market research.
Because of the way the course was structured I couldn’t even pretend I had done it, I needed to hand it in and get feedback on it.
So I sat down and followed the steps I’d been instructed to follow.
One of those steps was to go to Reddit and to observe the conversations and language my ideal customers were using.
More importantly, what were they saying when other people were giving advice on how to feel better? Little by little my eyes were opened.
I realised that while I had been right about the results my ideal clients would want I hadn’t taken into account whether they believed it was possible.
Going from depressed to happy was in impossible jump in their minds.
It didn’t matter that I had testimonials, a proven track record and all the qualifications necessary to make it happen, they didn’t believe it was possible for them.
So after this huge lightbulb I went back to the drawing board.
I wrote down all the emotions they’re feeling now, their beliefs about what is possible, their beliefs about techniques I use, the results that they were after.
But most importantly, I wrote down the exact same words they were using.
Especially if they were using words which I wouldn’t normally say in conversation.
Then I started creating content around these themes, changed up my sales page and created different marketing campaigns to target people who were in different places on their journey to mental health.
While I was doing this, there were still some words and phrases around mental illness that I didn’t like using.
One of these was mental disorder.
Even now, it makes me feel negative just using this phrase.
Because I felt so strongly about this I chose not to use it in my sales or marketing copy.
This was a huge mistake.
Again, I thought I knew better...
Thankfully, I gave myself a reality check and wrote just one blog post about mental illness and used the word ‘mental disorder’ instead of mental illness.
In just 14 days, that one blog post had over 2,500 views and generated over 400 leads for free.
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Katie Woodland;
MSc. BA, SNHS, MBPsS
Psychologist, Business Coach, Speaker & Best-Selling Author
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