What business coaches don't tell you about "ideal clients" that is hurting your sales (Ep#7)

If you find yourself relying on the same old cliches when you're writing your sales copy, and if you're being honest with yourself your content sounds pretty similar to everyone else's in your niche...this episode is for you.

You see, there's something the business gurus aren't telling you about your ideal client. And it's stopping you from making sales.

Learn the one big shift I help my clients make in the way they approach their business - and sharing the how-to so you can have a go for yourself.

Plus I share a question you can ask your audience TODAY to make a start applying this in your business (it's a fun one this week!)

LINKS: 

You can download your copy of "The Ideal Client Anti-Avatar" that accompanies this video here: https://www.orangesheepresearch.co.uk/anti

My low cost resource with 104 questions you can use to understand more about your audience (whilst also getting great engagement on your content is here: Unlock your audience https://www.orangesheepresearch.co.uk/104questions

You can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validate

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Transcript

0:00

Right today. I want you to be really honest with me. If I was to take a look at your sales copy, would I be able to say instantly what makes you different from anyone else out there setting the sorts of thing that you sell? If you hesitated, even for a moment before answering then this episode is for you. If you find yourself going back to the same old cliches, if. If you're honest, you find you're saying the same things as everyone else, then you'll find this episode really, really helpful today. I'm going to be showing you the one shift I help my clients make, um, and changes the whole way they think about their business, their content, their offers. Um, and I'll be sharing the how to as well. So not just the, what it is, but how to do it in your business. Um, so you can have a go for yourself. I'm right at the very end. I'm going to share one question that you can put out on your socials today. Uh, number one, that's your contents or two for the day? Um, uh, number two, it can help you put into practice immediately. Everything you've learned in this episode. I'm so right with copper. Your favorite color pens and let's get cracking. Using marketing to persuade people to buy your thing is hard, icky and not an effective use of your time. It's an upside down way of doing things. Introducing upside up marketing. Helping you create offers people want to buy and share them in a way that feels good. All over a nice cup of tea. Hello and welcome to the upside up marketing podcast. I'm your host, Katie Spreadbury and I help service-based online businesses, just like yours. Create offers. People actually want to buy, so you can ditch the pushy marketing tactics. I've run a successful business in a way that feels good, both to you and to the people that you serve. Um, I'm going to be sharing today. What most coaches don't tell you about your ideal clients? Um, and why did that stopping you from reaching them? It might be a bit controversial. I know there's a few business coaches out there who aren't going to like what I've got to say, but it's important that we talk about it so you can avoid this mistake. So just know I say everything with love because. Everyone's background is different. Um, and this is something that I believe has been missed from the nuance of how we do our ideal client work. it's part three, episodes I've done about why I think the online business space has got the whole ideal client thing a bit wrong. So when you get to the end of this one, go back to the other two. I think as a whole, it's really important that we address this as an industry, because it is leading to, a lot of people wasting a lot of time. Uh, putting out offers. People don't want to buy content that people just aren't connecting with. They don't want to read, and it could all be sold by doing what we're going to be talking about in today's episode. It's an easy life. Being a business coach. I imagine. I don't count myself in that category. They want started a business and built it from nothing. So when it comes to other people doing the same. They know what about it? Cause they've been that right. They've experienced that they've been through the highs and the lows they've got through that. They've solved it. They've got their successful business now. So when it comes to figuring out about their own ideal client, they just think back to how it used to be. Um, maybe they, um, maybe they had a bit of foresight and, uh, recorded it all in a journal, so they could actually go back to it. Or maybe they're just thinking back and remembering it. Either way it's somewhere up there in their heads now. I'll say if I don't a hundred percent agree with that for a bit later, but essentially the important thing is that's what they believe. So when you come to work with them and they tell you to figure out your ideal client and fit in and just worksheets and, um, empathy maps about what they think, what they like, what they enjoy, what they feared, et cetera, et cetera. They imagine that you two will be able to just think about it really hard and pull these ideas from your head., Journaling on it, brainstorming with them, perhaps, you know, they're not your ideal client, but why not? I'm going for long, nice long walks and, you know, clearing your mind and thinking about it. I'm afraid I've got some bad news for you. If your ideal client work involved, sitting quietly in a room or by a lake or on a retreat and thinking really hard about it. I'm afraid to say you haven't done your ideal client work. Sorry. Because your ideal client doesn't live inside your head. They never have done. So why do most coaches expect you to find them in there? It's it's not fair on you to expect you to be able to come up with this stuff, because that's not where your ideal clients are. They're real breathing, feeling, thinking people they're not experiencing the issues you help them with in nice, clean, simple isolation, following a logical path through having a problem, becoming aware of solution and buying it. They don't have the background as to why these things are happening. What's going on. It's a complex web of things. The problem that you help them with will pop up in the most unexpected of places. Um, they'll make up stories to explain why that's the case that you could never even get at because you're not your ideal client. And quite possibly, you never were. And as an aside, even if you have been through similar experiences, even if your ideal client is you from the past. Did you do it as the world was emerging from a pandemic, was AI, even a thing. The world has changed. It changes all the time. Are you sure you face the same challenges and we're of the same mindset as someone who's going through the same thing today? And do you really trust your memory to remember how it as it really was? Our memories are notoriously unreliable, um, and it's really hard to put yourself back there without impressing your new. Expertise or knowledge onto those memories and interpreting them slightly differently. So just a bit of an aside, but even if your ideal client is you from the past, Really, really question whether you can rely on that memory. Most coaches don't tell you about this inconvenient fact. Sometimes because they don't realize it themselves after all, they have been their ideal client. They do believe it's all there in their heads. All those gloss over it, because it does take a bit of work to overcome and they want to move you onto the sexier part of their programs. A lot of these things, and it's not just business coaches, it's any marketing copywriting, sales page, video, whatever. Um, sort of support you get in your business. But most of them have an ideal client module bolted on the start because it's such an important, fundamental that underpins everything. Um, But most of them just wants to get you through that, to get you onto the bit you actually paid for. So, um, yeah, it, it can, it can kind of gloss over it a bit and not really go into what it actually takes to really get this information. Because if you don't have that basic understanding, that sort of foundation of what is going on for your ideal client. It's going to be really hard to catch their attention. Even if you've niched within like an inch of your life. If you don't really understand what's happening. Day-to-day their lived experience. It's going to be really hard, but if on the other hand you can get that and you can reflect back. The lived experience, the real situations draw on thoughts. They've never shared and pinpoint exactly what's going on for them. Believe me, they are going to listen. They're not used to seeing people get things that spot on and they are going to listen. Um, imagine taking your car to a mechanic because the engine light is on. And you don't know why. And you're a bit worried about it. So you take the car in. Ended notes on what's going on? Do I, do I have a problem? Uh, the mechanic opens the Barnett. Shut up and take a breath. You know, it's not going to be good news reels off a load of really technical mumbo jumbo, and then stops you with a quote for a thousand pounds. Would you pay it? Or would you maybe ask for a second opinion? Now, imagine you go to this second mechanic. Uh, they take a look under the bonnet. And they go. Hmm. Interesting. Uh, tell me, does it start to judder when you get to about 40 miles an hour. Did you ever notice this strange noise when you're accelerating? I'm betting that, um, normally it's like, okay, for about the first 20 minutes of the journey, then it start then that they ended light comes on and starts playing up. And you're thinking, yeah. I hadn't even thought twice about those things happening, but yeah, I suppose that does happen if they then turn around and say, okay, yeah, that that's, I can see exactly what that is. I can fix it, but it's going to be a thousand pounds. Who are you going to trust? Are you going to trust that first one, that reel of mumbo-jumbo you didn't understand? It just gave you a seemingly arbitrary quote. Or the one that really showed they understood the issue and what was going on. Um, and therefore gave you the trust that they were going to actually be able to fix it for that money. You're going to go for the second one. Aren't you, in fact, I'm willing to bet that even if that quote had been higher, Even if it had been 1500 for the second mechanic. You probably would have still chosen them. If you can show your ideal client that you understand exactly how the problems they're having a showing up in their lives. They're going to remember you, it's going to increase their trust that you know, what's going on and therefore have the solution to fix it. And it's going to be much more likely that they will choose you to work with, to get them through their struggles. And if you're not doing this, you could be putting up walls between you and your ideal client that you can't even see. It feels like you're talking about the right stuff. You getting a sort of. Positive ish reactions, but it's all a bit bland. Um, it's not ultimately going to get you anywhere. So, what can you do about it? How can you get from your idea of what your ideal client is and translate that to what is actually going on for them in their day-to-day. Well, the only solution is to do your research. Talk to them. Now, this is where most people try and back into the heads like that. Homer Simpson GIF that was very popular a few years ago. Um, it's something that's so easy to put off to another for another day. And, you know, you say to people. Um, uh, you know, how often do you do research infuses your ideal client and you see them sort of. Yep. Just disappear into the hedge. I just don't want to think about this. Um, But it's a business critical task. It really is. I mean the sort of big corporates spend literally millions on this and they wouldn't be spending money on it. If it didn't make the money. Um, they have a huge voice of the customer programs. They bring in market research agencies to do research at every state of the customer journey. Um, Like they really, really, really want to understand their market. The fact is doing your ideal client work is so much more than finding a quiet spot to meditate on it. It's getting out there getting among them, learning how they tick. Now I promise you today, I'll be sharing the, how as well as the what. So here are three ways that you can get to know more about your ideal client from their own perspective, rather than from your perspective. I'm also going to give you one that I definitely don't recommend. So the first is what's often called social listening. Um, if you're lucky enough to work in a niche where your ideal clients are groups together online. Uh, talking about the thing that you helped them with, you're onto a winner because you can literally just look at what they're saying on the line and. Use that, so questions that are coming up, things they're struggling with, misconceptions that they have. Don't only look at the original question. Look at the comments underneath of the advice that their peers have given them. So you can see what misconceptions are out there about what you do. Um, It's also a great way of getting the sort of language that they use when they're talking about it completely unprompted, which is really, really good way to connect as well, using the same language as them. So join a few Facebook groups, follow a few accounts. Um, use the search function on your feet. That's a very underrated tool. Use the search function on your feet to find posts. Um, related to your use keywords that related to your niche and find what people are talking about. Um, I do suggest a little tip if you're doing this, I do suggest earmarking like 15 to 30 minutes, a couple of times a week as your window for doing this because it's very easy to get stuck at a scroll hole. And before, you know, it, half the day is gone. So set some boundaries around this, but it can be a really, really powerful tool if you're lucky enough to be in an age where people were online, sharing their struggles and, um, you know, sort of talking about the things that you helped them with. The second way of doing. Uh, the second way, I recommend a finding out more about your ideal clients from their own perspective, not the one that you've imposed on them. Um, is set a bit more of a proactive approach and start regularly asking questions of your audience, whether that's by email, whether it's by social media, at wherever you're hanging out with your audience. Get in a habit of always asking questions. You can use these as way of ways of gathering information for your sales campaigns, for your offers, your content, or just as general, getting to know you posts to start understanding more of that context that I was talking about, that there. Um, the context of their lives and the way they experienced in, or therefore the way that they're experiencing the problems that you help them with. Um, if you're not sure what to ask, hit subscribe on this podcast right now, because I share a question every single time that you can share with your audience. At it's get to know them a bit better and there'll be one at the end of this episode. Um, and the six previous episodes or have one as well. So hit subscribe to this podcast and I will give you regular ideas. Um, I also have a low cost resource about this, but the 104 of the things I'll pop the link in the show notes. If that's of interest to you as well. Um, but yes, that's asking your audience on social media, in your emails, wherever you're hanging out with them. The most in-depth way though, the best way of learning more about your ideal clients from their own perspective. Is to have some conversations, no pressure, no sales. Just a chin wag over a cup of tea while you talk about what's going on for them. Um, you know, how, how things are going and then focusing on the struggles and the, um, things that you helped them with a sort of a secondary thing. So start off generally and then get more specific into what you help them with to get the idea of how that fits in to that overall life. Because it's very easy to sit down with someone and start asking them specifically about, um, The one thing that you help them with. But if that one thing you helped them with is like number 10 on their list of priorities. You're not actually going to get that much useful information. You want to know what they think the priorities are, so you can see how, what you do can support them with that. So if you work with. Um, business systems and automation. And you sit down with someone and you say, okay, I'm going to ask you about business systems and automation. They can give you all their thoughts about that. But if at the moment they're thinking, oh my God, I need to get some clients. I just need to get my content consistent so that, um, I can get some clients and then I can start thinking about my business systems automations. You need to know that because that's, when you can start saying what actually you can put in systems and automations around getting that consistent content and save you, go to time so that you can do that. And, you know, learn how, what you do actually relates to what they see their top problems are. So using that sort of more learning, the more general, broad stuff about their lives before focusing in on the specifics. Having those conversations is the only way to really get to that. Um, and it's so, so important now. I know. I know this one can feel like a stretch, especially if you're pressed for time. Um, or if like me, you're an incurable introvert and the idea of having to actually speak to someone horrifies you. But, you know what I mean? If you're an introvert, you know what I mean? By that? Um, it takes a lot of energy to build up to it. Then a lot of times to get over it. Um, but trust me, it will leave. You. Buzzing about your business. It would leave you with more ideas than you know, what to do with, and it will really, there's nothing more motivating for your business than speaking to someone who really needs your help and understanding all the ways you could actually help them. Now, remember I said, these are no sales, no pressure conversations. Even if the conversation goes really, really well. Do not try and push it off at them because you will lose any trust that you have built up during that conversation. And you also sporting it for everyone else. Be a mountain of people online who, you know, sort of frame a sales call as a research exercise. It's just really damaging. It stops people saying yes and helping out others. Um, so really, really don't do that. But if they then ask you about your stuff, Then you can always schedule another call to talk about that. Um, but yeah, don't, don't ever offer it to them. Cause then you've broken that trust and that trust will never be got back. If they are interested, they will ask after having that sort of conversation with you, trust me, I have clients that has happened to. It's always a winner, but yeah, it's not for you to break that trust. Uh, just let us decide that that's a little bugbear of mine. I get a bit ranty about it. So I just want to make that really clear. So that one can feel like a stretch, but it's the best thing you can do for your business. And it was well worth making time to do this. Um, at least once every few months, Um, and definitely every time he wants to launch something new, Now I said I would also share something I did not recommend. As a tool for getting to know your ideal clients better. Um, and that is. Using AI. I know, I'm sorry. It should be such a brilliant. Shortcut. And I really wanted to work. There is so much potential for AI in the world of ideal client research, but. I've tried quite a few different people's approaches to this. I've experimented a bit with it myself. I have not yet found something that substitutes, just having conversations with actual people. If you remember at the beginning, I said, one of the problems you might be facing, if you don't really understand your ideal clients is that you are coming up with things that sound the same as everyone else and rely on cliches. That's AI's bread and butter. It literally goes to what everyone else has been saying in regard to take that in a new way. So it's not going to get you past that. And also. AI only knows what's already out there and we're trying to get to what's underneath that. We're trying to get deeper. So it doesn't really have the source material for it. Maybe one day it will get that it is not there yet. Right now, nothing compares to actually having the conversations. And also when you're having, when you're doing this work on AI, You're just sitting there by yourself, again, doing it yourself. You don't get the benefit of that boss. I was just talking about, about the motivation. It really gives you for your business and the adrenaline and the, you know, sort of all the ideas and the emotional reaction you have as a business owner. And also like for myself and a lot of my clients. Having that research conversation with people. Builds the relationship between the two of them. And they find that they later on might become clients. Or they become a really great contact to then recommend them to other people. They become advocates and it's building that network and getting, um, stronger relationships in your business network. And that just doesn't happen if you've just been there tapping into an AI and taking back what it brings. So. There's definitely a lot of potential in AI in this area. I'm definitely experimenting with ways that it can take the conversations you have and help you collate them into usable. Um, Content or prompts or ideas or quotes or anything like that to inspire you. But in terms of actually giving you the answers as your ideal client would say them, I haven't found anything that matches just having conversations just yet. I mean, what's this space I'll be first to let you know if I do. And if anyone knows of any, um, promising things out there that you want to share with me, Please do. Um, please do contact me on the socials or whatever. All my links are in the show notes, but right now I don't think it's quite there yet. There's obviously a lot more to have these conversations. Um, when I, when I work with clients, I, hold your hand through the whole process, giving you the questions to ask and helping you interpret what comes out the other end. Um, I will also do an episode with a full 1 0 1 on doing your research to help you get started on it as well. Um, soon. But for now, if you can just make it a habit of spending some time intentionally looking at what your ideal client is talking about online. Um, asking questions to your audience every week and shedding a handful of chats every few months. Um, you're already halfway there that is already a great shift to make and start, stop making assumptions in your head of what your ideal client is thinking and go out there and find out what they're actually thinking. And that will immediately lift all your content, your copy, or offers to be something that's much more relevant to them and gets a lot more noticed. Now, once you're getting all this info, you need a place to collate it into something useful in a way you can actually refer to and use it when you're creating your content and creating your offers. My free. Free download the ideal client, auntie avatar. Um, is a perfect place to do it. The Antioch, avatar removes all the fluff around what an ideal client avatar. Um, isn't is not, it helps you focus on the things that actually matter. And it's a great place to, um, collate all the information that you know about your ideal clients. So whenever you want to do something, you, whenever you're thinking, okay, I need to do a sales campaign for this offer. I need some new angles. I need some new thoughts. You can just refer back to it, look through your posts and say, aha, that's a really good one. I'm going to use that. And, um, it can really, you know, somewhere that really makes this stuff usable. So you can stop overthinking and start breaking free of the cliches of creating offers and content that really connect with the right people. Um, and if not, you'll find you continue to get lost in the noise. And like you're just shouting into the void. So you want to not only be doing this research, you want to be using it. And this is an ideal place to get all that information together so you can use it. The ideal client entity avatar is available from. Uh, the link in the show notes, it's just www.orangesheepresearch.co.uk forward slash anti. A N T I. Um, pop your email address there. And by the power of technology, I will get that whizzed across to you straight away into your inbox. And I promised you an exercise that you can do today to get started with this. So one of the things I said there, one of the techniques was asking questions to your audience all the time. This is the question I would like you to ask your audience this week. Now a lot of coaches will say to you, I'll go out and ask, what are you struggling with? What do you struggle with most when it comes to this, that the other. But I find that generally leads to either crickets as everyone waits for someone else to be vulnerable first. Or a load of stuff about stuff that isn't even relevant to what you do that then you feel obliged to help with. So this is slightly different way. Of getting to the same sort of thing. And, um, also you might remember I said earlier that the most effective way of relating to your ideal client is to provide real snapshots of their life, where the struggle shows up. This question is aimed at getting at that. Um, yeah, it's a bit, they feel, but I love it because it gets that snapshot of the moment. And then you can dig further into what is really going on. So I want you to go on your social media to say today and say, Hey, you. Yes, you, I see you there. Scrolling Facebook. Or Instagram or Tik TOK or whatever. What are you avoiding doing? Give it a bright background. So it stands out if it's a post or you can even make it into a reel or a Tik TOK or something could encourage people to comment. Um, cause I mean, if they're scrolling through and lets videos of blah, blah, blah, blah, blah, and you're suddenly doing, Hey, what are you avoiding? Well, they're going to notice that. Um, and at least make them chuckle and hopefully it will make them comment back. And then once they've commented back, you can take a bit deeper. So going to ask that question today. And when you have, why not pop into my Facebook group, the upside up marketing movement and share what you learned, how it went. Um, I'd love to know how you got on. In the meantime, be sure to hit subscribe. So you don't miss the next episode and don't forget to keep that marketing upside up. See you next time.