Description
- Who exactly are your clients?
- Why are you serving them?
- What’s your marketing strategy?
Are you crystal clear on who your ideal client is? Do you know exactly what their challenges are and what you can offer them?
When you know exactly who you serve, you can then build out your products and services. Having all this information will help you tailor your marketing message to your ideal client.
In this video, Richard is going to take you through an exercise to help you answer the following key questions:
✅ Exactly who am I serving?
✅ What is my back story?
✅ Why this audience?
✅ What is my strategy?
Download the Secret Sauce Workbook - a FREE fill in the blank tool that will help you discover and define your niche. SHOW MORE
Automated Transcription
0:02
Who am I?
0:07
Why am I here? What does it all mean?
0:13
And what's for dinner. Wait what? No.
0:20
Hey guys. Richard Butler, director of education here at PLR.me
0:24
And I always love to hear the answer to the question.
0:28
What type of coach are you? Some people look at me a little bit stumped and say,
0:33
good question. Others say a life,
0:36
coach others know exactly what type of coach they are.
0:40
The next question I like to ask is who do you serve?
0:44
I shook my head when people say, wow, everybody who needs help. Yeah,
0:49
no, here's my first important lesson.
0:52
You can't serve everyone.
0:55
You'll be a Jack of all trades and a master of none.
1:00
You need to find your niche in today's video.
1:03
We're going to get down to the nitty gritty of who you are
1:08
and who you are serving.
1:10
I can't stress how important it is to make sure you are very clear
1:15
on who you serve. Now I'll make an assumption here.
1:17
Most people who start out in coaching have a vague idea of who they
1:22
want to serve, but that's not where the money or the satisfaction is.
1:27
No, even if you've been a coach for a while, we will help you refocus.
1:31
And it's always good to refocus. So let's start with a story.
1:35
I imagine you have a classic car. It's your pride and joy. Now,
1:40
if you need someone to work on the car, where you go, well,
1:44
probably not to a general mechanic. As of course,
1:48
while they know about cars,
1:50
you want to work with someone who really knows your car.
1:55
So what you look for? Well, a specialist mechanic, of course,
2:00
yes. Make us more. But you know that this person.
2:04
Charges more because they're special.
2:07
And think about you and your business.
2:09
If you can provide a specialist service,
2:13
you can then charge more.
2:14
It's all about showing people the value you have and the value
2:19
you can offer. Now, how do you find your niche though? Well,
2:24
by asking yourself lots of questions and drilling down.
2:28
So let's take an example. My name's Richard, I'm a coach. Hey Richard.
2:32
So can I ask you what type of coaching you do? Oh, well, anything,
2:36
whatever people want. How's that going for you? Um, okay. I guess,
2:40
how do you differentiate yourself? Well, how do you stand out?
2:45
Oh, okay. You see what happened? There,
2:49
there is nothing outstanding about this coach.
2:54
Now let's look at Richard's profile and yes,
2:58
this really is profile 48.
3:00
Divorced remarried has worked hard during the years,
3:04
but was let go from a hype hang job. Coupled with this,
3:08
his first marriage went to the wall, Richard spiraled, a little bit downward,
3:13
but changed his life. When he met his girlfriend.
3:16
Now his wife working with unemployed people and helping them get
3:21
back into the job market was his, but he knew there was more,
3:26
as life turned out.
3:27
He ended up working as a trainer in a recruitment firm in
3:31
Barcelona and after much soul searching,
3:34
Richard finally found his passion in life. Again,
3:38
he realized that Barcelona was home. The rest,
3:41
as they say is history. No,
3:43
you see your story is uniquely yours. Claim it. For example,
3:49
I can use my story in my marketing videos, emails, social posts,
3:53
and on my about page. I'm not anything special. In fact,
3:57
I'm probably just like you,
3:58
I've been through some rough patches and imagine ending up,
4:02
back in your mother's house at the age of 35,
4:06
that was really great for self-confidence a man with so many dreams,
4:11
but with a broken heart,
4:13
I felt those moments of despair or feeling hopeless of
4:18
asking what's going on. He's done more.
4:21
And I found the key to turn my life around was dot, dot, dot,
4:26
dot dot.
4:27
So I use my life experiences to help others and become more appreciative
4:33
and mindful of life. Now,
4:34
why is it important to share your backstory well so that people
4:39
can connect with you and see you are a real person when you know who
4:44
you are and what you have been through.
4:47
It helps to craft your offer and your marketing message and material.
4:52
So for example, let's talk about who I serve middle aged man.
4:56
Feel there is more to life after hitting a setback or setbacks
5:02
who want to appreciate life more and live their passion.
5:06
You see how I have a clearer vision now.
5:08
So ask yourself the following questions regarding your ideal client,
5:12
who are they? What do they do? What problems do they face?
5:16
Why do you want to help them? How can you help them?
5:19
Where do they hang out online?
5:21
That can also help you get a very clear picture of this ideal client.
5:25
And once you have answers to those questions,
5:28
your next step is to visualize the ideal client and build up a demographic
5:33
profile. So for example, age location,
5:37
occupation likes, dislikes, hope dreams.
5:42
Now the most important question ask is what are the areas of opportunity?
5:47
Why,
5:48
because you are going to make a list of the top five or 10 struggles,
5:53
and then you will find resources in the PLR.me resource to provide
5:58
help for them on these topics. In my example,
6:00
the areas of opportunity can include relationships.
6:03
Self-confidence midlife crisis, self-esteem weight, loss, fitness,
6:08
getting through tough times, finding your passion career, change motivation.
6:13
And actually this topic will be further explored in my next video.
6:17
Now we have a potential list of ideas on what we can market to our ideal
6:21
client. Now here's something that is really, really, really important.
6:26
Don't try to solve all problems in one go. Why?
6:30
Because people are more likely to buy a short coaching program that
6:35
solves one problem.
6:37
They consume it quickly and easily rather than having to Wade
6:42
through a 10 hour video course. Honestly, for me,
6:46
if I see a 10 or a video course, I just pass it by too much, too much time.
6:51
So instead, one problem, one product,
6:54
one solution solve just one problem and solve it. Well,
6:58
when you do this,
7:00
you will have a repeat customer when they have another problem.
7:02
So let's summarize what we talked about in this video.
7:06
We need to define what type of coach you are,
7:10
identify who you serve, find your niche, write your backstory,
7:15
identify who your ideal client is.
7:17
List out the opportunities and remember one problem,
7:22
one product, the solution. Now, before we go, it's homework time.
7:26
You're not getting away without homework.
7:27
I want you to become crystal clear on your target client and how you
7:32
can help them. So to help you out, we've got it very special, free gift.
7:36
And that's our secret sauce workbook.
7:39
This is our fill in the blank worksheet to help you identify your own secret
7:44
sauce.
7:45
So you can rediscover yourself and your ideal client.
7:49
It goes over these questions we talked about in this video in a
7:54
handy PDF and it's totally free. And the link is in the description.
7:59
Now look out for the next video is all about building your following. Yeah,
8:05
well, you'll have to wait to see what a funnel is. Hey,
8:08
if you enjoyed this video, make sure you give it a, like,
8:11
share it on social media and don't forget to subscribe to,
8:17
Oh, and if you have any questions,
8:20
SHOW MORE
just drop them in the comments section below and I'll see you in the next video.
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