Most Entrepreneurs THINK they Know Their Customers… Here’s Why They Don’t

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Do you ever find yourself suffering from Marketer’s Block?

That feeling when you KNOW you need to say something but you just don’t know WHAT you should say to make an impact on your audience.

It’s one of the biggest challenges my clients face when they’re emailing their prospects. They resist the idea of emailing more than once a month because they’ve run out of compelling ideas and stories to talk about.

Here’s the thing…

A lack of ideas points to one, single problem.

It’s that most business owners THINK they know their customers.  But they actually don’t.

It’s the reason why most entrepreneurs suffer from Marketer’s Block.  In most cases, it turns out that they haven’t done enough research or spent enough time actively listening to their ideal clients.

Which is why I want to talk to you about what happens when you don’t know your customers, and what you can do to overcome Marketer’s Block for good:

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Video Transcript:

Hey Anna here.

So do you ever find yourself suffering from marketers block? You know that feeling where you know you need to say something, but you just don’t know what you should say to make an impact on your audience.

This is one of the biggest challenges my clients face when they’re emailing their prospects.

They kind of resist the idea of emailing more than once a month because they’ve quite simply run out of compelling ideas and stories to talk about. Here’s the thing, a lack of story ideas, usually points to one single problem.

It’s that most business owners think they know their customers, but actually, they don’t and it’s the reason why most entrepreneurs suffer from marketers block. In most cases it turns out that they haven’t done enough research or spent enough time, actively listening to their ideal clients.

Which is why I want to talk to you today about what happens when you don’t know your customers and what you can do to help you overcome marketers block for good.

Now it’s important to understand when you’re thinking about marketing your products or services, you need to understand what actually motivates people to buy. People are fundamentally motivated by their emotions and anybody when they’re buying a product or service is motivated by two core drivers.Those are to move away from fear, pain and discomfort and to move towards a better future or greater comfort.

We need to really understand our ideal clients pain points and overall goals. We need to also understand the obstacles that are standing between them going from their number one pain point to achieving their biggest hopes and aspirations.

I want you to think when you’re considering the obstacles that your ideal clients need to overcome, imagine you were taking your product or service and then you are going to turn it into a course. How would you chunk that down into modules if you were to break it down step by step? So think about what each of those modules would be and this is regardless if you have a product-based business or a service based business. I want you to think about all the steps that your ideal client needs to move through in order to achieve their goals.

Even if you have a product-based business, for example, if I’m a Bookseller and I want to sell a book, what does my ideal client need to do, to go from having no book, to book?” They would want to research authors, they’d want to research different genres. They’d want to research different titles, they’d look at all the book covers.

So all those little steps, even if your ideal clients aspiration is quite small, it can still be chunked down into little action steps that they need to take, in order to buy from you. So have a think about what those are.

Then the fourth thing that you want to understand is what are the questions that they have about your product or service that would stop them from buying from you? What are the objections that they have? These tend to be limiting beliefs that your ideal clients have, either about themselves or their own capabilities or any kind of belief that makes them think that your product or service is not right for them. Or it’s just something that they don’t need right now. So have a think about those things because they are all the things that you need to tackle when you’re selling to your ideal client.

Now what often tends to happen when I’m working with my clients is that they’ll say “I don’t know what to talk about. I don’t know what the pain points are. I don’t know what their obstacles are. I have no idea. I’ve got no content ideas. I don’t know what the arguments are that I need to include in my marketing.” This is because they’re guessing – they aren’t actually spending the time doing the research into all of the pain points and aspirations of their ideal clients.

I just wanted to quickly cover the dangers of guessing. These are that you can hit completely the wrong pain point. You might think that you know what your ideal clients are struggling with – when actually you don’t. Or you’re covering a pain point that’s only relevant to a very small portion of your market.

What research will do, will help you to uncover the number one pain point that the majority of your market is struggling with so that you can make sure you’re targeting your message to the problem that most people in your market are struggling with, which is going to give you the maximum impact from your sales message.

Secondly, you might hit the wrong aspiration. So you might think that you know the outcome that your ideal clients are moving towards when actually you don’t. What you’re aiming to do, is find the aspiration that’s relevant to the biggest number of people in your market. You’re never going to be able to speak to an aspiration that is shared by absolutely everybody, but if you can find the one that is relevant to the most people, that is where you’re going to generate the highest number of conversions.

As I mentioned before, the big problem that many people have is that they simply don’t know what to talk about. This is a surefire sign that you don’t really understand your market and that you haven’t done enough research, because when you do your research, you should never run out of ideas of what to talk about because your ideal clients are literally going to be spoon feeding it to you. They’re going to be handing you all the things that you need to talk about in order to help them and give them the most value. The fourth problem without doing enough research is that you say the same things as everyone else.

Now a large part of researching copy is about identifying a hook that your ideal clients have never heard before. So what’s your unique angle? You need to understand your market and do your research to understand the things that everyone else is saying, so that you can stand out and come up with a different message that people haven’t heard before.

Then finally when you haven’t done your research you end up trying to say everything all at the same time, just in case, because you want to hit all the pain points. You don’t know what the obstacles are, that your ideal clients are actually struggling with, so you end up trying to talk about everything and that gives you just a really confusing and overwhelming message that is going to connect with nobody. Ideally if you’re writing a social media post or an email, you want to make sure that your email is communicating just one central idea.

If you haven’t done your research, you’re not going to know what the best central idea is to follow and so you’re going to try and cover all the ideas all the time, which is just really confusing for the people reading your marketing.

Now that you understand what happens when you haven’t done enough research into your market, you’re going to want to know what the answer is. So what’s the solution? How can you make sure that you really understand your market, so that you’re hitting all the right messages?

Well, the first thing is to pay attention. A lot of business owners are so focused on making the sale that they’re not actually listening to what their prospects are telling them. You’re not actually paying attention, you’re so focused on you, and bringing in the money and making the sale and pitching your clients, that you’re not listening. So if you write a post on social media for example, and somebody comments, pay attention to what they’re saying in the comment thread – write it down, actually listen to them and have a conversation with them so that you understand what they’re struggling with. Because that’s where you’re going to get all of the insights you need. What people often tend to do, is they’ll just kind of selfishly post things in the hope that someone is going to pay attention to them and it’s going to lead to the sale and that is absolutely the wrong attitude to have. What you want to do, is you want to actually care about your prospects.

Start thinking about how you can actually care for your market. See your marketing as a way to build relationships and provide support for your people. You’re there to help them. You’re not there to pitch them. You’re not marketing with the sole aim to close the sale.

What you’re trying to do is actually feel something for your prospects, care about them, care about solving their problems. That’s when you’re going to get the kind of insights that you need, to market more effectively.

Which leads us on to asking genuine questions. Always, always be asking questions. Not because you’re digging for insights necessarily, but because you’re genuinely curious and you care about the answer. When you start caring, that’s when you start to ask all the right questions, because you actually want the answer, you actually want to help people. If you’re thinking about your marketing all the time in terms of how can I close the sale? How can I close the sale? How can I close the sale? Then it makes your questioning feel really forced. It’s not genuine because you don’t actually care about the answer. You’re just sort of following a script. If you start thinking about being curious and actually wanting to find out what’s troubling your ideal client. That’s when you’re going to get the kind of juice that you need to write better marketing messages.

Then finally write everything down. So if anybody asks you a great question or they send you an email where they’re telling you what they’re struggling with – write it down. I keep a spreadsheet, so if I receive an email where somebody’s told me what they’re struggling with, I will immediately go and put that in my spreadsheet so that then I have a log of all the things that I can talk about in my marketing to help my prospects. Get into the habit of saving your emails, keeping them in a folder where you can refer back to them when you’re stuck. Keep a spreadsheet.

As I said, this is about actually caring about your audience. When you start looking at this from the point of really wanting to solve your prospect problems and less about trying to close a sale and make money from them. That’s when you start to get the insights that you need to write really strong and really powerful sales messages.

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