Ideal Customer Exercise
Take out a pen and paper if you guys are at home. We're gonna get really tactical, right now. We're gonna go into a lot of exercises because I want you guys to actually get stuff done. It's cool to learn and we like to feel good about ourselves for learning, right? It's like, I went into training today and I was there for four hours. Who cares? If you didn't do anything with it, you're literally wasting your own time. That's what we do as entrepreneurs, is we rationalize, right? You ever had a week where you're like, oh my god, I was so busy but if you have to look at what you actually got done, all you did was get a new logo? (audience laughing) We're all guilty of it. So today, we're gonna make sure that doesn't happen and we actually do something with this. So a little white board exercise. Also, too, fair note. My handwriting is award winning. I've been asked to teach penmanship classes at Harvard. Several times, I denied them every time and also Creative Live also tried to get me ...
to do that and I refused but I say all that to say, if you can't read it, I'm sorry. So here we go. Audience. Let's get an example, here. Can I actually get... We can just yell it out, for now. Someone give me your industry.
Car dealer. Who's your ideal customer? (muffled speaking) Okay, so car dealer. That's the first one. You're saying your ideal customer is large automotive groups. By the way, this is the best I've actually ever written. So I'm pretty proud of myself, okay. Somebody give me another one, what else?
Okay, tourism, who's your ideal customer?
Okay. Family. Okay The reason why I didn't do families because I wasn't sure if that was an S or I-E-S and I didn't wanna look dumb. (audience laughing) So I just played it off and just did the singular version. I avoided the whole incident, completely. So I appreciate that. What else, what else we got? Give me one more.
Financial coaching. Financial coaching, okay. Who's your customer there? Ideal. (muffled speaking) Solo, again the hard part, just put solo P. I don't wanna spell too much, today, and dual-preneurs, does that mean you got a partner?
Just times two.
Solo-preneur and sometimes two groups, so businesses.
Oh, is that a thing?
It is. (laughing)
So two, I didn't know that was a thing. So dual-preneurs, gotchya. Call it Duel P and the last one. Printing?
Branding, okay, who is your customer for that? Entrepreneurs?
Females. Female. So I'm gonna show you guys how this exercise is representative of every single time I talk to entrepreneurs about this, this same problem happens and it's very simple, so after this, and everybody watching, I want all of you to get a tattoo and I think it'll make you a ton of money. You guys ready for this? How many of you can promise me that you're gonna get this tattoo, right now? (audience laughing) There was one. This, it's simple, it's be specific. Everyone at home write this down. Literally write it down and you'll see why. So when it comes to advertising on Facebook, Instagram, YouTube. The reason why you're missing is because you're talking to everyone and not someone. This is an example of that, is these seem like these are niches. These seem like they're targets but watch as we kinda break these down, if you'll agree with me that we can go deeper. Okay? For example, car dealership, number one. Large automotive groups. Can you give me a couple names of those?
Chevy? Cool, what else.
Toyota, cool. I'll give you another one, Ferrari, right? I'll give you another one, Maserati, right? I don't know how to spell all those things. (audience laughing) What else, anyone else? Porsche. Let me ask you guys a question. Bentley. Is it the same customer at Chevy as it is at Maserati, at Porsche, at Ferrari? Do you see why our advertisement's gonna miss right away? We're all guilty of it, we're all guilty of it. Let's go with tourism. Family. So, I'm a pretty racist guy. (audience laughing) What a lead in, right? And what I do know is that, especially like, having a mixed child, like my girlfriend is blonde hair, green eyes, so we always have race wars and stuff, it's great, but anyways. Even just from being specific here with tourism and family. Are black families different than white families a lot of the time? Look, no one wants to be racist, we're like well. We're all equal but yes, they're different. Yes, they're different. I'll tell you the biggest difference. You ready for it? Black equals you get the belt when you act up. White equals time out. Those are the greatest differences between black and white people, always will be. Okay? So but my point is, is I'm joking about the black and white thing with some truth, there but also, too, do you think the way that a couple in their 50s or 60s vacations with their family is completely different than a couple who just had their first child? Different experience, right? So that's again, here, not being specific enough. So next, financial coaching. Let's stick with the solo one. Solo entrepreneurs. How many different, everyone yell out your industry on the count of three. Ready, one, two, three. (audience speaking all at once) What? That's what the ad would be like. That's exactly what the ad would be like, is like I do financial coaching. You know, the way the solo digital marketer is going to do it is different than the solo photographer, is different than a solo wedding planner and you guys get the point, and then lastly. Branding for female entrepreneurs. Branding for female entrepreneurs. What does that mean, branding? This one's a little bit different. This is more of a messaging thing. What does branding mean?
Image, okay, what else? Anybody else?
Selling but see how we all have different definitions of the word? So it's hard to get clarity on exactly what you're doing for female entrepreneurs but the one thing I can tell you that we all want is more sales, more customers, right? So once you understand this in the marketing side and the branding side, that we all sell the same thing and it's one word, it's called results.