Picture this, you’re having a conversation with your favorite client—the one who gets what you do, respects you as a business person, and appreciates all you have to offer. This isn’t just a fantasy but a reachable reality when you focus on understanding your ideal client avatar (ICA).
When you understand your ICA at its core, you’re able to reach the right people, with the right message, at the right time and work with people you’re perfectly aligned with. In this post, I’ll be sharing how you can do that—and it all starts with the three things you absolutely must know about your ICA. Let’s get started.
First things first, an ideal client avatar is also referred to as a buyer persona, marketing persona, or ideal customer profile. Quite simply, it’s a concept that represents your ideal customer, the type of person you want to purchase your products or services.
When you visualize them, what comes to mind? When I ask my students this question, I often receive demographic-focused information. Like: they’re female, between 25 and 40, work in the wellness industry, and have children.
That’s a good start, but you have to dig deeper.
Consider the details that breathe life into the outline your demographic data draws.
Try picturing the nuances of their daily routine, the little joys that light up their day, and the hurdles that weigh them down. This mindset is a pathway to not just offering a service but crafting a solution that resonates with who they are. By creating something that feels tailor-made for your audience, you’re not just filling a gap in the market, you’re solving a genuine problem.
When you fail to infuse your business strategy with a deeper empathic understanding of your clients, you leave money on the table. So, immerse yourself in the lives of your clients, and understand them not just as a market but as unique individuals with unique stories.
Naturally, you might be asking, how? That’s where the PON formula comes in.
To close your knowledge gaps, I want you to use the PON formula. These letters stand for pain, objections, and needs, and they are the three things you need to know about your clients.
Let’s start with P.
What problems does your ideal client have?
Identifying the pain points of your clients can be a transformative experience. It requires going deeper than surface-level problems. For example, a client seeking a web designer might be chasing a dream of financial independence. Maybe your ICA wants to forge a balance between a budding business and a hectic family life. Both of these ideal clients want so much more than to simply “build a website.”
Grasping these nuanced needs enables you to propose solutions that resonate with your audience, offering them value that goes beyond the obvious pain points. As a bonus, your appeal to their deeper needs can help clients see the value in your offering, which can help them come to terms with your rates more easily. (Who doesn’t want that?)
What might stop your client from buying from and working with you?
Before we go any further, let me be clear: objections are not rejections. Rather than a flat out “no,” objections are golden opportunities that indicate where your strategy may be falling short and what your clients need more of before they can move forward with your offering.
Objections can come from different places.
Understanding the end goals of your clients — their ‘Point B’ — is integral to serving them well. It’s all too easy for our own experience to outshine the true needs of the client. Refrain from making assumptions.
So how can you understand their needs completely? The answer is simple. Ask them.
Engage with both current clients and those who’ve rejected your offerings. These groups have valuable insights. When you gather their insights, you can use them to inform your communications, sales, and marketing efforts so that you’re speaking the language of your target market. This ensures that your solution is a perfect fit for your ideal client avatar’s needs.
To help you define your ideal client avatar, I’ve created a free workbook. This workbook will help you establish the demographic data of your ICA and beyond, looking at what makes them tick, what their home life looks like, and more.
To get you started, here are four questions you can ask clients in client interviews. These questions will help you identify their pain points, objections, and needs.
Deeply understanding your ideal client avatar isn’t just a strategic move; it’s about building relationships rooted in understanding and empathy. It’s about not just addressing a need but answering a call that deeply resonates with your ideal clients. Once you start to see through their lens, identifying their pains, objections, and needs, you’re no longer selling just a service but extending a hand that says, “I understand, and I’m here to help.”
As you begin to discover (and rediscover) your ideal client avatar, use our free workbook as a supporting guide and resource. The Define Your ideal Client Avatar workbook helps ask questions that will enable you to build connections, understand your ICA, and craft solutions that are more than just a market-need.
So, go. Take the time to get to know your ICA and turn those objections into standing ovations (cheesy, I know)!