When you're marketing your life coaching business, it's important to be sure the messages are tailored to those who are most likely to be your customers. This gives you a better chance that the messages you're putting out will resonate with those who are most likely to want to work with you. It will also attract those you want to work with, which might be even more important. To do this, you need to start by building your potential customer profile.
I also call these audience personas, but customer or client personas may be a term you've heard before. Regardless of the name, these are composites of the folks you want to reach. Here's a bit more information on what this is all about: http://impressasolutions.com/blog/creating-your-potential-customer-profile/. I go into more detail in my ebook as well: http://howdy.impressasolutions.com/myms-life-coach-marketing-ebook.
By creating a persona that you are talking to, you're able to be very pointed and direct in your messaging to them. The folks who fit in line with that persona should then ideally feel like you're talking to them, which means your message should be very much on point and encourage them to take action.
As you are creating your ideal potential customer profile or persona, I encourage you to:
Look at information around your current and previous clients.
Start to put the people into categories by age, gender, profession, marital status, income level, and more to see if any trends emerge. If all of your clients have several common denominators, your persona is beginning to naturally emerge. But often you may need to fill in the gaps.
Avoid what you don't like.
As your personas emerge, you may note that many folks you didn't enjoy working with fit into one of these groups. That is not a target persona. Avoid crafting content that could attract this group.
Don't get too real.
Your personas should have things in common with your actual clients, but a persona shouldn't completely be a bio of an actual client. These are composites. Otherwise you may get a bit too personal in your messaging.
Look outside your practice.
This is extra helpful if you're new. Look at the kinds of people that work with other coaches in your niche or geographic area. This can help you get a better idea of the potential customers that are out there.
Make a few educated guesses.
You may not know it all. Supplement with research when you can, but you may have to make a few educated guesses to get there. For instance, if you don't quite know how much money your clients make or how many children they have, use what you know about them otherwise to fill in the gaps.
Put yourself in their shoes.
When I make personas, I like to think about their problems, objections, worries, and goals, and I include a bit on what these are and how to speak to them in my documentation. As you do this, be sure to think objectively as them and not as what you'd want if you were them.
You want to be realistic, but remember, these are profiles of ideal customers. If you've had a great time with clients who fit a certain profile but wish they had a slightly higher income level so you could work together more, include that higher income level. But be realistic, of course. Wanting mid-level managers who make $60K instead of $45K is doable, but bumping that up to $90K may leave you with a lot of free time.
Actually apply these.
Be sure you talk to your personas in your messaging. Speak to their concerns, goals, fears, and wants. Talk about problems they may have and issues they may face. And don't try to address all of them in every piece of marketing content you put out. There may occasionally be overlap, but focus on one persona at a time.
And as you get your message out there, check out our new free ebook. It's all about giving your words wings so you can influence and impact even more people by repurposing your content across personas, learning modalities, and mediums. Get it now: