One of the most frequent questions I am asked is -
How do I find more customers for my business?
A common pitfall I see with inspired marketers when it comes it their internet strategy is targeting “everyone” for their business and converting very few into loyal customers.
I can appreciate using the broad net approach – “the online world is my oyster” and yet… you never seem to find enough pearls! So, what’s an aspiring online entrepreneur to do?
Stop going after ALL the oysters… just go after the ones with the pearls!
Want to know how to identify the oysters with the pearls? It’s simple, the pearls are found in the oysters in your target ocean… where your avatars swim! If you’re not finding enough customers in the online ocean it’s time to pinpoint your avatar, find out where she is and meet her there!
A common misperception I hear is :
- “I don’t have an avatar, my product/service is good for anybody (and/or everybody)”
Make no mistake, if you are marketing to everybody you are marketing to nobody and if you are marketing to the wrong group, i.e.: trying to sell a car to a baby, it doesn’t matter how fast you think your car is, the ‘candidate’ just doesn’t want it nor need it!
Now let me ask… how difficult it is to find pearls in oysters when you have no idea where the oysters live? As difficult as finding customers for your product when you haven’t defined who you are looking for or who you would like to have find you?
It kind of reminds me of that Dr. Suess book… “Are You My Mother?” How many un-interested candidates are you going to go through before you find the one who would love to buy your products or join your team?
And, as for me I don’t really want to go through the 100 “No’s” to get to my 1 “Yes”! The reason this approach takes so long to convert is that without a defined target market, anyone is “potential candidate” – so, seems about right that only 1% or less would therefore be interested!
Sadly many of us are taught in “traditional” marketing and network marketing that anyone is a potential candidate and to just BE persistent… keep going for the no because that just brings you closer to your “yes”.
Wouldn’t you rather have that 1% looking for you, ready to say “yes” as soon as they find you? Of course you would, so where does your avatar, your pearl live?
3 most common myths about where to find your pearls.
Let’s start with where they are NOT! 3 of the most common myths about where to find your pearls:
1. “Warm Market” - the seemingly shallow part of the ocean
2. “Social Media Market” – the deep part of the ocean
3. “Attraction Marketing” – the captain of a magnificent ship on the ocean
1. The “Warm Market” myth…
Some individuals will have you believe that your “warm market” is a sure thing, because like the shallow part of the ocean, friends and family are easy to access. The thought is they will join your business / buy your products because there is an established relationship there… but the truth is that the “warm market” relationship is based upon a “social” expectancy of love and friendship. Far different than the expectation of someone who is searching for a change in their life, or a financial opportunity.
What you will frequently find is that they don’t want to begin a new business, and are comfortable in their life as is (even if it is NOT the life that best suits you or that you feel best suits them). And… even if they do want to start a business, they don’t need or necessarily want your product to start one.
2. The “Social Media Market” myth...
The deep end of the ocean. Yes, it’s vast, 100s of Millions online everyday! But, how will you reach the oysters with the pearls?
Social media is the primary market for network marketing online right now and, people are finding oysters (aka “friends”). However, this is an example of few pearls in the oysters because it is highly likely, that the bulk of prospects you’re talking to, including all the “friends” on your list (or page) , are not the individuals who want to join your downline or purchase your products/services.
Similar to your “warm market” there is a “social expectancy” with this relationship. People spend hours every day on Facebook, Pinterest and other social media networks to have a “social” experience. Let’s face it we do not visit these places looking for new advertisements to click on!
3. The “Attraction Marketing” myth…
A very popular concept online is “attraction marketing” the supposed “magic bullet” that draws potential clients right to you. The idea being that what draws a person to a magnificent ship is the fascinating story of the captain – who they “like, know and trust” to lead the ship.
While I believe that your authentiCity is absolutely critical to your success and what your ideal prospects will respond to and engage in… telling a story about yourself is NOT enough to draw in your pearls into the ship.
No offense, but, they don’t really care all that much about you… at first. They want to tune into WIIFM (What’s In It For Me) 1st -then, they’ll make sure someone is authentic before taking final action. Makes sense right?
When you’re looking for a product or service, is your top priority an exciting “about me” page?
1. “everybody” is your target market
2. “everybody” needs AND wants your products/services
We know they aren’t and don’t. And be honest… do you really want “just anybody” to buy your service or join your team? NO… you want a pearl in every oyster you take the time to harvest.
How to draw your pearls right into your ship…
In order to draw in the oysters with the pearls, you must first know your avatar – she is your pearl, and where she prefers to live, for that reveals your target market, your ocean! The key to drawing her in to your ship is to appeal to her unique journey. Once you have defined your avatar, you can create your content, your products and your services to serve her – to help her transform!
1. Choose the qualities and characteristics of the individuals that you would MOST enjoy working with – “like-hearted” pearls. What does your pearl value? (e.g. high integrity, joyful, aware, dedicated, loving, positive, wealth consciousness)
2. What are the demographics of your preferred avatar? Gender? Age? Income?
3. Ask yourself about her journey – where is she now… where does she want to be, what obstacles must she overcome and what tools/people/services will she want along the way to reach her dream destination.
The more detail you can add to your avatar the better – what are her hobbies? what is her lifestyle? Now she is clearly defined to you and you know which ocean to target to harvest only those oysters that have your pearls.
To draw your avatar in… write any copy, content or message on social media as if you are writing directly to her, as if she is your trusted friend who you care very deeply for and would protect and care for. As with all of your Inspired Marketing… market with H.E.A.R.T. – send positive loving energy in every message and passion-it-forward!
To your joyful journey to discovering your pearls,