Whether you feel like you’ve been-there-done-that on the Customer Avatar front or you don’t have any clue what I’m even talking about, please read this blog with open eyes.
Your business depends on it.
I’ll be the first to admit that I’m the biggest preacher of the Dream Client Profile and also the biggest resistor. It feels like a total waste of time. So, I resist it. Also, I am always so certain that I know my audience too well to spend time doing a Dream Client Profile.
And let me be clear: I DO know my audience. Very well.
And yet, when I skip the Dream Client Profile and just start to develop a program, the marketing becomes more time-consuming and way less clear because I’ve forgotten who I’m talking to.
Also, like I mentioned last week, I can always tell when a coach hasn’t completed a Dream Client Profile before a launch. And once you start to become more familiar with the value of a Dream Client Profile, you’ll probably start to be able to tell, too.
So, let’s dive in with the answer to that question. What’s the value of a Dream Client Profile?
Your marketing will be 10X more compelling because you know exactly who this program is for and you know how to communicate its value in words your audience understands.
It opens you up to creative ideas that you may not have otherwise considered because you’re not just thinking about you and the program, you’re co-creating this program with your dream client. In other words, your dream client becomes a trusted advisor for every decision you make in your program. (And your business!)
Creating the program becomes more about helping your dream client rather than selling your stuff. This will save you time and heartache because you have a singular focus and you’re riding on the energy of service over sales. (Which, ironically, will help with sales.)
So now that we’re on the same page with regards to value, I’ve gotta be honest. I’ve seen a lot of different Dream Client Profile worksheets, and some are more in-depth than others. But between you and me, there are some that go a little deeper than they need to.
To make this easy for you, I’ve identified the seven most important aspects of any Dream Client Profile. Plus, I’ve created a snazzy worksheet that you can download here.
Age + Gender:
My dream client for Through The Roof is a female in her late 30s. But, 30% of my clients are currently males.
So don’t worry about getting so specific that you’ll end up cutting yourself out of the market. Specificity brings opportunity and I want you to really trust that. When you’re super clear about who you’re speaking to, more people will understand your message.
Occupation and location:
Where does your dream client live and work?
Goals:
What long-term vision does this client want to create? What short-term accomplishments would they love to check off their list?
Pain points:
When you look back at the long-term goals, short-term goals, and where your client is going for inspiration, what problem for your dream client is being illuminated? What are they seeking clarity around? What could they really use guidance on?
This will inform what problem is not being solved and how you can help them solve it with your content.
Conversations:
For me, this is the most important question in the entire Dream Client Profile: How does your dream client TALK about the problem they face?
Do they say, “Boy, I’d like to transform my life.”
Probably not…
Do they say, “Wow, I’d love to find my social media tribe.”
Probably not…
What does your dream client say to themselves when they walk through the world every day? How do they talk about this problem with their closest friends? What language do they use?
This informs the copy you will write when you’re ready to sell your program.
Resources:
I hesitate to use that name, but we’re gonna run with it. Where does your dream client go to get inspiration, information, and guidance?
Make a list of up to five resources.
It could be individual people, search engines, or even physical spaces. The New York Times? Oprah’s 21 Day Meditation? Marie Forleo’s B School?
Once you’ve identified where your dream client hangs out, take a look at the messaging and the audience of these resources to understand what your dream client is attracted to and inspired by.
Brands:
Now take a look at where they’re spending money. What brands resonate with them? This could be the stores they shop in, the authors they love to read, the music they love to listen to, etc.
This will inform the aesthetic and packaging of your program. What does it need to look like and feel like in order to create an environment that your dream client will want to spend time in?
And voila!
A Dream Client Profile that will help with almost everything in your business. Your blogs, your social media content, your Facebook lives, your online programs… everything.
And, so you have a cheat-sheet for every time you’re in need of a Dream Client Profile (I make one multiple times a year!), I’ve made a worksheet for you.
Have I missed something? Do you think another question needs to be answered when you design a Dream Client Profile? I’d love to know what it is below…
