Andrew: In this week’s episode, we’re focusing on client personas. We’re going to talk about what they are, why it’s so important as a consultant for you to have your client personas clearly, clearly identified in your mind and very importantly once you have them, how to actually use them effectively, which is where a lot of articles and topics that cover personas fall short. They tell you how to create them but then don’t tell you how to use them.
So we will cover all that today and to get started, Kenny is quite the specialist on creating personas and talking about why they’re so important for us. So Kenny, why don’t you lead us off here?
Kenny: Yeah, thanks. Well, first of all, I will talk about what personas are just because you may not have heard the term before. They can be called customer personas, buyer personas. We use the term “client personas” because we use the term “client”.
What they are, are fictional characters used to represent your ideal clients so that you have a picture of that client in your mind’s eye. Well, not just in your mind’s eye but you have them on paper, who the ideal client is.
You do this so that you can focus your sales and marketing communications like a laser beam. So this is something that’s really important for consultants like us who are selling high value services because we need to be specialised like we mentioned in last week’s episode, episode five. It was all about specialising and having client personas really helps you do this.
You can have more than one persona for your sales and marketing efforts. So for example, if you’re an SEO consultant, so you go into businesses and help them with their search engine optimisation for example, you may target marketing directors or CMOs of medium to larger restaurant chains or if you’ve – if that’s your target industry, restaurants, or you may target restaurant owners of small, independent restaurants, again if this is your target.
They will probably be totally different personas and it may depend on where your target it. If you’re targeting corporations for example, you may have three or four personas that you have to deal with. You may have to deal with the PA. So how do you market to that PA? You may deal with the CEO. So how do you market to the CEO? You may deal with the finance director, head of finance. How do you market to them?
So you may have different personas. It’s always good not to have too many personas. Don’t go overboard with it but the more distinct and focused that you can be, the more powerful your sales and marketing and communications will be with those individuals.
So you first of all look at what the demographics are of that persona. So what’s the age? What’s the gender, marital status, locations? What locations are they generally based in? What’s their family background? Also give them a fictional name and even give them an image, so you can really picture.
If there’s more than one person in your business, then make sure everyone has copies of this so that they can really visualise as well. Also put in there what their job title is and their key responsibilities, their educational background, if you can get it, their household income on average and that kind of background, and also how did they get to where they are now. What’s their background leading up to this?
It’s a good – that your fictional character has a story as well because this will help you distinguish that and focus on their motivations, what motivates them. What are their goals? What do they want to achieve? What are their aspirations? How do they like to spend their spare time?
So it’s really good looking at their interests, the psychographics as well. Also who are the other decision makers that help them make decisions? You might not get to speak to these individually so therefore they would not be an individual standalone persona. But it’s worth knowing who your main persona is, who the decision makers are. Does their spouse help them make decisions? Does their boss help them make decisions? Who’s their boss?
Also look at people who inspire them as well. Who do they admire and why? What are their favourite books and magazines? What are their other interests? What tools do they use for productivity?
Get all of this down because all of this information is going to really help you with your marketing at a later stage.
Andrew: Kenny, this might sound like a lot of information to try to capture for a particular persona. People might be wondering, “How do I even find out all this information? Why is all this so important?” So could you say a little bit about what it enables you to do when you have this level of detail and this level of understanding about your target clients?
Kenny: Yes. So for an example – and by the way, I will put a template. We will include a template on MagneticConsultant.com. So there will be a template underneath this post that you can download and it will have all of these details on. So you don’t need to make too many notes right now, especially if you’re commuting or if you’re in the gym or something.
I will have that template there for you. What it helps you do is I will give you an example Andrew. So if you for example know that your target audience, your persona likes Tony Robbins for example. You know that generally a lot of your clients like Tony Robbins. They look up to Tony Robbins.
Then you know that you can use that at some level in your marketing at a later stage. Not only that. You can use it to target them on places like Facebook. So for example if I knew that my target audience were consultants and they like Tony Robbins, then there’s a way in Facebook advertising which we will come on to in later shows of actually targeting consultants who like Tony Robbins.
Then you can obviously add layers, actual layers on top of that. So I might know that my persona is male, age between 40 and 65, likes Tony Robbins and also uses Infusionsoft CRM software. So I might note all of those things.
Well, I can actually target those individuals through all of that on Facebook which is super, super powerful. But it also – it’s not just about how you target them Andrew. It’s also about how you communicate with them, because you will communicate to an educated consultant, male consultant, who’s in his 40s, 50s or 60s. Totally different to how you would communicate with an 18-year-old female who likes One Direction for example. Totally different way of communicating.
Andrew: That’s a really important point because so much marketing out there is just general purpose. It’s vague. It’s trying to speak to everybody.
Andrew: And that just doesn’t connect. If you really want to connect, you’ve got to get inside the head of your target clients like you’re talking about, understand them, speak in their language and for us, we’re all – humans are storytellers and we best understand concepts and people through stories.
So by putting this persona together, we’re actually creating a story about our target client that is then much easier for us to keep in mind while we’re creating our own marketing. It makes it so much easier for us to actually speak to these people in the way that’s going to really engage and connect with them.
Kenny: Exactly. So you’re not talking – when I first started in marketing, I just didn’t have a clue and I was kind of talking to nobody really. I was just talking to nobody, talking to myself and talking to nobody at the same time. It was kind of just no focus whatsoever whereas this, like you say, allows you to have a background on this one person that you’re focusing on.
We know from previous shows. We’ve talked about this in previous shows. When you’re talking to your audience, always talk as if you’re talking to one person because that will have a lot more power to it. Also going back to focusing and specialising, you can’t appeal to everyone. You just can’t.
So the more focused you are, the more relevant you will be. The more relevant you are, the easier it will be to nurture relationships and get engagement and also get – if you’re doing it online, get social sharing, sharing of your ideas and your communication, which of course will increase your following, but also increase the conversion rates and solidify your great reputation as a specialist in your marketplace.
Now before we move on to your stuff, I just want to cover a couple more points and then we will come on to the how. A couple of points I want to cover is also focus on what you need to understand with your personas, as well as their pains. We’ve talked about this a lot and we will carry on talking about it because it’s the most powerful motivator. What keeps them up at night? What keeps them awake at night? Who are their competitors? What industry or global changes or regulations affect them? What’s due to affect them? What risks do they perceive? Really powerful stuff here and then obviously you want to look at your solution.
How can my business or how can your business help this person, this persona achieve their goals and desires? So also how can your business help this person relieve those pains? Also one of the most common objections your persona will have with your offer or solution. What do they need to be confident to hire you?
Andrew: Kenny, I think all this is also going to be in your template. Is that right?
Kenny: This is all going to be in the template and we’re going to place it directly underneath the blog post.
Andrew: Great. So yes, again, you don’t need to worry about writing all this down. It will all be there in template for you to look at after. But this is a great overview of really what it takes to fully understand your target client and how you could actually help them.
Kenny: Yeah, absolutely. With you being a consultant, I’m assuming you’re B to B, so it’s very B-to-B-focused. But it can also be B to C and you can remove some of the fields on there that are not relevant. You don’t need to fill in every field. But just get as much information as you can. So what are your thoughts Andrew?
Andrew: Well, I think – so first of all, I certainly agree with everything you said about the need for the persona, the types of information that you need to really understand the target market, and another reason why this is so critical is because when people go online and search – and that’s what I focus on, reaching people when they’re searching for things – they’re rarely searching for general answers. They’re searching for answers to their specific problems or needs. That’s very personal. So if you want to speak to these prospects who are online right now searching for something that you could help them with, well, then you need to understand them well enough, so that when you bring them to your content, you’re reflecting their problems, reflecting their pains, reflecting their needs and exactly the language they’ve used so that they feel perfectly comfortable and feel like you completely understand them.
That’s what this is all about. That’s what marketing is all about, getting that level of personalised engagement and in fact, I think it’s pretty safe to say that these days, people are really coming to expect personalised engagement even online.
You will see it more and more in marketing messages that you receive from companies. They’re getting much more personal. So we all have to go that route if we want to stay relevant.
Kenny: Then there’s just so much out there to help us be more personal these days. The tools that are out there these days really help us from autoresponders to CRM solutions. It’s all there to help us be more personable within our communications, whether that’s sales or marketing or general communication.
Andrew: That’s right. It’s not just about sending out single newsletter blasts to 20,000 people anymore. Now based on how they respond to your previous communications, you can send them tailored information. This is one of the great ways you can use this sort of personalisation.
So I do want to go ahead and talk about now how we can actually apply personas to your marketing, to getting more clients and how you might get started with this. So I want to talk about just a few of the – really the main ways that I would recommend for first starting out with personas.
Step one would be to prioritise them. If you sit down and brainstorm and come up with 3 or 5 or 20 personas, you can’t reasonably direct marketing to go after all the [0:14:08] [Indiscernible], not if you’re a small business owner or consultant. You have to prioritise.
So pick the one or two that you think have the best chance of leading to possible high value or high revenue sales or high profits or high engagements or at least some early successes. So you can actually get a good success under your belt and then grow from there.
Now, once you’ve prioritised, then you need to start creating content for each persona, right? Again, it’s not just a matter of understanding your personas, your client personas but you have to create customised content for them.
This can come in many forms. It can be landing pages on your website. It can be offers to different people on your website. It can be customised lead magnets for different personas and just to talk about those one level deeper, when you look at landing pages, this is really the opportunity to segment your audience and speak to people individually.
Now landing page technically is just the first page that anyone visits when they come to your site. So if you’re directing them there through paid advertising, you get to choose which page they start on. This gives you the ability to really target your personas. So if someone is searching – for example I’m going to use an example a couple of times here that’s easy to relate to. A mom searching for kids’ books, right?
So they’re searching online for kids’ books. They see your ad that talks about kids’ books that are great for moms and they click on that and come to your page and if your page is just a general bookstore, a landing page, well, you’re going to lose them because you’ve dropped the connection. You’re no longer speaking to their persona.
Instead your page needs to be focused on moms looking for books for their kids. You don’t have to stop there. So the mom would be the persona that you develop here. But she may have multiple problems. Maybe you have a way of serving two of those problems for example. Teaching kids how to read, that’s a very specific problem. It has a specific set of books that can help with that. The second problem might be books for older kids that they can read themselves.
So you might want to actually create two landing pages there. It’s a single persona but they have two very clearly identified problems that you can serve and by creating two separate landing pages, you’re continuing that person’s conversation to fill their need as relevantly as possible.
That’s really going to boost your engagement, boost your conversions, boost your sign-ups, boost everything, because you are following the exact conversation that that persona is having in their head, what they’re looking for, what they need. You understand them and you’ve got a solution for them.
Kenny: Some great points there and just going to kind of edge in here. I know from speaking with my clients especially those who aren’t avid marketers or technicians in marketing, they tend to struggle with the term “landing pages”. Could you just go a bit deeper there Andrew and just kind of explain landing pages in its most simplest terms that people will understand where landing pages are used and how they’re used?
Andrew: Yeah, great question. I would say in its simplest form, a landing page is your visitor’s first impression of your website, first impression of you, because it’s the first page they experience when they come to your website from whatever the source may be, whether it’s a Google search, a social share, LinkedIn and email. This is their first experience with you.
So it’s your first and best shot to show them just how relevant you are for their need. It’s often just a simple page on your website. Sometimes it’s not even with your website’s main navigation. It really depends on the purpose.
But just think of it as a page dedicated to a specific persona and a specific problem. So if you can lay it out, so that you’re showing you understand their problem, you understand the pain they’re feeling, and you’ve got the best solution just for them, that is a bang-up landing page and you’re going to really see your conversions go through the roof of that.
Kenny: Yeah. So I think what you’re saying there as well is landing pages for me certainly are pages that I create specifically for each problem.
Kenny: They don’t need to be scattered across my websites. Sometimes these pages can be hidden so that if you land on my home page, you will never get to those pages. Sometimes those pages are created specifically just for Facebook advertising campaigns or LinkedIn advertising campaigns. So that everything is congruent throughout. So your advert is totally congruent. So if you’re advertising for – what was it you said? Books to teach children how to read, was it?
Kenny: Yeah, books to teach children how to read. So you might have an advert specifically for that and the advert is specifically for that and you create a landing page that is specifically for that or you may have a directory of different pages on your website anywhere that can be linked from the home page and beyond through categories. These pages may show up individually in searches.
So sometimes my clients kind of think that when people do a search, that they will always land on their home page. That’s not always the case that it will land on the most relevant page for that search term.
Andrew: And that’s a good distinction there. When your website pages show up in the free organic search results of Google or Bing, whatever search engine, it’s the search engine that chooses which page to show. So if you’ve produced content that’s highly relevant to someone’s search, that’s likely the page they’re going to show.
If you haven’t, they might end up showing your homepage which again is just not going to keep that very tight connection with their personas’ needs.
Andrew: So let me mention one last thing here and that is really the tie-in to your advertising. So obviously when you’re advertising and spending money to reach prospects, you want to be focused. You want to have these personas in mind and all the tools available to you online let you do this.
So with AdWords for example, you can group individual ad groups to focus on specific personas and specific problems they’re searching for so that when there’s a match and you show your ad, you take them again to that dedicated landing page that’s just for them. Not the home page. A dedicated landing page for their persona and as Kenny was mentioning before, you can do the same thing on Facebook or LinkedIn. There you can target them based on who they are.
So with this example of kids’ books, you may be targeting new moms or moms with multiple kids at home to try to pique their interest, show them a relevant ad, and again bring them to that landing page that’s speaking to their specific persona. That’s really the way to tie it all together from creating who your target clients are through their personas to actually weaving it into all of your marketing, to create this hugely relevant marketing funnel that really engages your target clients.
Kenny: Absolutely. You may be asking right now, “Well, how do I dig deep and kind of get to the bottom of creating this client persona?” Well, first of all, like I said, we’re going to have a template for you to download but you need to do the research. You need to find out about your clients. Going back to what you said very succinctly last week, Andrew – well, as succinct as you can be for an American.
Andrew: Which is not terribly succinct.
Kenny: Your best clients will always be people who one, have a compelling and urgent need for your service; two, have the means to pay your high fees; three, believe that you provide exactly the service they need; and four, believe that your service is clearly better than other options.
So look at your current clients and look at the current clients. Which clients fill those – tick those boxes? If you can’t immediately see, then pick up the phone and speak to your clients and go through the questionnaire persona template that I’m going to download and get the questions answered or survey your clients using SurveyMonkey.com or Google Forms. Survey them via email.
If you currently don’t have clients that you can kind of look at or if you know – you look at some of your clients and they’re all different for example, but you want to target a certain area. Then look at your competitors. Do these competitors have private groups for their clients online? I’ve done research on some of my competitors and it’s amazing how they will just have these groups for all of their buyers for example.
I do online coaching. So I have coaching programs and I keep my private groups very secret and no one can ever search on them. But some of my competitors don’t. So I can actually see who all of their clients are. I just go and have a look. I will search on their group name on Facebook for example, on Facebook.com. I can see their group and I can see all of their members, which is great. So you can do the same and then just check out those members and look at them individually and look and check out what their likes are and what they tweet about. You will start finding lots of information.
You can actually do it en masse if you go into Facebook Graph Search. We don’t have enough time to go into it in today’s show. Maybe we will do it on another show. But just a quick example, you could put into the search box at the top of your Facebook, just put in “groups of people who like,” and then an interest in there. It might be Forbes for examples, Forbes Magazine, or you could put “pages liked by people who like Forbes,” or Entrepreneur Magazine or whatever you think the interest will be or you can put “pages liked by consultants who like Anthony Robbins,” and then that will show you what else consultants who like Anthony Robbins like.
Now, you might not be able to remember those searches I’ve just mentioned there. In fact, what I will do underneath this post, I will put some graph searches that you can do. So I will do that as well. I will add that in the post. Also go into them individually as well. So you don’t need to just do it en masse.
Look at them individually. What other likes do they like? So you can go into their actual individual Facebook accounts that show what else they like. Make notes of this or if they’re on Twitter, what are they tweeting about. What do they keep retweeting about?
If you can’t find any of these groups, which a lot of the time you won’t be able to, then look at your competitors’ pages, their Facebook pages or their LinkedIn pages or just their blogs and look at what people – which people repeatedly comment on their blog posts or repeatedly comment on their LinkedIn posts or newsfeed or their Facebook newsfeed.
Again, dig deep. I will show you a tool as well towards the end today that will show you how to really pull apart your competitor’s blog to find out which blog posts are the most popular, which will also give you an insight into the psyche of that target audience en masse.
Andrew: I will add here that there is a lot you can learn as well from your current and past clients. Kenny, you mentioned surveying them. You can also just look at your record of correspondents. What types of questions have they asked you? What sorts of problems do they come to you to try to address? That’s them telling you very clearly what their problems and pains are.
So we mentioned a number of ways here that you can research who these personas are and get the details and it may sound like a lot of work. It may sound like there are maybe too many options of ways for doing this but it’s a step that you just cannot skip because we – it’s so easy to make the mistake of thinking that we know everything we need to know about our target client and it’s just not true.
We’re going to have bad assumptions, possibly a lot of bad assumptions and you don’t want to find that out after you’ve created all your marketing materials and campaigns.
Kenny: And we spoke – it might have been last week or the week before. We spoke about positioning and for example how I have my prospects if they want to have a conversation with me or strategy session with me or business accelerator session with me. I will have them complete an application form that I can see whether I’m going to accept them onto that strategy session or business accelerator session and whether I’m going to be a good fit for them, whether they’re going to be a good fit for me.
But I’ve had hundreds, literally hundreds and hundreds and hundreds of these filled out and I ask questions on there. One big question that I have is, “What’s the biggest obstacle in your business right now?” and the information I get from those is phenomenal. It’s the biggest pain and what I do is I outsource. I get one of my virtual assistants to actually go through all of those applications and then categorise all of the pains of my prospects and add them all up and see which ones are standout patterns there, where we get tons and tons of people with the same problem.
That there actually gives me information on my prospects which again is slightly different from my clients and you can split your prospects from your clients.
Andrew: And that’s huge. Just that one question, “What’s the biggest obstacle you’re facing?” you could create a whole set of landing pages just around those responses and they end up attracting people tremendously well because you’re hitting their number one concern.
Kenny: Exactly. Also like you mentioned before Andrew, every time somebody asks you a question, make sure that you don’t just answer that question. You database it as well. You add it to a questions database and then even if it’s just in a notebook and then if somebody else has the same question, then add an extra mark next to it so you know that that has had – two people have asked that same question and keep tallying them just that you start really understanding your clients a lot better.
Andrew: And listen to what they say. Let it check your assumptions. Like I said, you probably have a lot of bad assumptions like we all do. So learn from your prospects and clients. It’s the best way to go ahead here.
All right. So at this point, let’s move on to the other phases of our show. First is a weekly question from clients. This week it’s me and the question is, “How many landing pages do I need?” and this is a question that almost all my clients ask at some point as we’re talking about their necessary website development for their paid advertising. How many landing pages do I need?
Now I hinted at this or I thought about this a little bit before. It’s about prioritising and it’s difficult for most of us unless we have vast resources to go after say 20 landing pages at once. You want to pick just a few to really go after and to do that, again, decide of your personas, which ones do you think have the greatest potential. Where do you see the most questions coming from? Which types of problems seem to have the most searches? Which types of problems are you best able to solve and could be most profitable for you to solve? Use some of those criteria to help you prioritise just a few landing pages to start out with.
In fact, you can easily start out with just one. Pick your one best persona. Pick their one biggest problem and create a page that’s all about that. You state their problem. You help them understand and feel their pain and then you show why your solution is the best possible solution for them.
By the way, when you dig into pain, and you’ve probably experienced this in some marketing pages yourself, this isn’t some underhanded trick. This is a way to actually do your prospects a favour by helping them understand just how bad this problem is.
Once they really understand and feel how bad the problem is, then they’re going to be more likely to take the next step and follow your solution. So you’re doing them a favour by helping to really spell out the problem as well as possible.
So back to the question of how many landing pages do you need, start with one. Maybe three if you add a little more bandwidth and a little more experience and then see what you learn from it. You’re going to learn a lot from the very first landing page that you post and start driving traffic to.
Then you can layer on more and more landing pages over time as you get experienced and see success with this. An end result for some companies, they could have hundreds, thousands of dedicated landing pages for different personas, different problems, different services, different products, and that’s how you create maximum relevance so that no single person who comes to your website has the same experience. Instead they have their own personalised experience. So you want to think about getting to that point over time but to start it with, pick one. Pick your best and learn from that and continue your success from there.
Kenny: Great advice there. If you’re looking to create landing pages for advertisements, for PPC for example from Facebook or LinkedIn, it’s slightly different from Google because Google have certain parameters that you need to abide by, which you will have a lot more experience than I do Andrew.
But there are some good tools out there like OptimizePress.com and LeadPages.net. Some really good tools there to create powerful landing pages that are proven to convert already for others and they’re basically really easy to plug in landing pages where you just drag and drop and fill in the blanks.
Andrew: Yeah, OptimizePress is for – if you have a WordPress website and it lets you build those landing pages easily, directly in your WordPress website. LeadPages can work with or without your website. You can use them to host pages on their own servers. You don’t even need a website to start using LeadPages. So it really depends on what your particular need is there and those are both great tools.
Kenny: Yeah. And OptimizePress is a one-off fee. I think it’s around about $97 and LeadPages is generally an ongoing monthly fee, starting around about I think $37 per month.
Andrew: The purpose of all those tools again is to help you zero in on your personas and create really engaging landing pages. So they’re great tools to check out.
Kenny: So just before we move on, I mentioned there about LinkedIn advertising and Facebook advertising being slightly different to pay per click advertising on Google and the fact that Google don’t necessarily like landing pages that just have one aim of taking somebody’s email address.
Andrew: Yeah, that’s a good point. So getting a little bit into the details, Google can disqualify your landing pages if they are too content-thin. It would be a good summary of it. So if you have no navigation, if it’s just a page talking about one particular product or service, and then you’re trying to capture an email address, then they may disqualify it.
Kenny: Great. OK. So this week’s tip of the week, I know you’re running the show this week Andrew and I’ve jumped in there. But what’s your tip of the week? Oh, it’s my tip of the week.
Andrew: Yes! I am running the show Kenny and it’s your tip. So please go ahead.
Kenny: OK. So this week’s tip of the week, it kind of ties in very well with what we’re talking about this week with personas because it’s a research tool and it’s a tool that – it’s a pretty new tool. It has been around for a couple of months now and it’s by the Sumo guys and it’s called BuzzSumo. It’s BuzzSumo.com.
The way they advertise it, their big tagline is, “Analyse what content performs best for any topic or competitor, and find the key influencers to promote your content.” Now we don’t have time to go into the influencers part of it today but basically, what it allows you to do is either put in a keyword into the search box or put in your competitor’s website. I thought I would include this in a webinar that I did recently. I thought, “I will give it a little test and see whether I can come up with some good results there.”
I was astounded at how powerful it was. So I put in Entrepreneur.com because a lot of people read Entrepreneur Magazine, so a lot of people can relate to it. For example, let’s imagine that your target audience is the exact target audience of Entrepreneur.com. You just know that that’s your target audience. They’re your competitor for example.
What I do is I put in Entrepreneur.com into the search. Press the search and then what it will do is it will pull up their top posts. So the posts that get the most engagement, that get the most shares on Facebook, LinkedIn, Twitter, Pinterest and Google Plus, and it’s great, because you can filter it and look at the top performing posts.
So I filtered it and I took the top seven posts on there and was able to look at them individually. The first post was the one that had – it had 130,000 shares there and it was – the title of the post was an intriguing one. So we were playing on curiosity there and it was, “Forget Setting Goals. Focus on This Instead.”
So of course you want to read that and then if it’s a good post, then you’re going to share it and then other people are going to want to read it because it’s intriguing. It’s playing on the curiosity. What it’s talking about is forget setting goals. Focus on systems and it’s all about systems, talking about systems.
So that tells me that the Entrepreneur.com audience are into systems. They like systems and lo and behold, the number four out of the seven – and I pulled the top seven – number four – the fourth most popular post is, “Let Go, Keep it Simple, Move Quickly: Secrets to Being a Productive Entrepreneur,” and it’s an info graphic.
So I know now that they’re into productivity, this audience. They really like productivity and then I look at the second post and that talks about how to become a millionaire by the age of 30. So I know there that people in this audience really like the thought of becoming wealthy. So they’re fairly – financially, they’re not satisfied right now and want to become rich. You look at the post number three. It’s “Nine Things Rich People Do Differently Every Day”.
So I’ve got confirmation there. There are two posts in the top seven that validates my assumption there. Also the second post, if we look at the second part of that second post, so it’s how to become a millionaire by age 30. There’s an age thing going on there as well.
So there’s some level of insecurity around age as well. So how can I become a millionaire by age 30? Lo and behold, again, if I go back – if I go down to the fifth most popular post, it’s, “Think You’re Too Old to be an Entrepreneur? Think Again.”
So again, it’s telling me that there’s some age stuff going on there as well. So what this allows me to do is look at that audience and go – and look at what the hooks are for that audience.
So the pain of that audience, just looking at those seven there – obviously you can do the top 20 or you could go even further than that. But I just wanted to do it quickly, a quick example here. So I can – just from that quick 10-minute look at Entrepreneur.com, I can understand their audience really, really well en masse.
Their pain is they’re unsatisfied financially and they’ve also got some insecurities around age and becoming wealthy by a certain point. So they’re thinking they’re too old or over the hill slightly. They’re also overwhelmed with incomplete goals because that number one post really hit home and really hit home with that.
We can also see that their desires, their pleasures – we’re talking about emotional hot buttons and we’ve talked about this on previous shows Andrew where these emotional hot buttons of pain and pleasure and curiosity, we can get and understand the emotional hot buttons. We know that people buy with their emotions. They make decisions, big decisions with their emotions.
So if we can understand the emotions of an audience, we can really be – zero in and really be laser-targeted with our communications. The desire, the pleasure is they want to be productive, this audience, and get financial freedom whilst they’re still young to enjoy it.
Then obviously you can look at the individual titles to look at what hooks you can use for curiosity. So for example in that first one, forget setting goals. Focus on this instead. So you could have a title to that audience. So for example, if we were to advertise to this audience on Facebook, which you can easily do, advertise to all the fans of Entrepreneur.com, you could have the title. Forget blah, blah, blah. Focus on this instead. You know from previous experience that it’s highly likely that that audience will click on that as long as it’s relevant.
Also how to. There are a few how-tos there in the top seven there. How to become a millionaire by the age of 30. So again, curiosity there, and then nine things rich people do differently. So we know that they like numbers here.
Also there’s a title in there, “Let Go, Keep it Simple, Move Quickly: Secrets to Being a Productive Entrepreneur”. So again, you can use “secrets to being,” blah, blah, blah. Then another title is “Think You’re Too Old to be an Entrepreneur? Think Again.”
So you could have “think you’re,” blah, blah, blah. Think again. Again, you can kind of steal some of the actual curiosity points from these adverts and they put “info graphic” in brackets there. So we know there’s two info graphics on there in the top seven. We also know they like info graphics. So you might want to do an info graphic for that audience.
Andrew: That is just a massive amount of prospect intelligence just from a single tool, BuzzSumo.com, and just from that 10 minutes of research, you’ve pulled out so many details that can flesh out your customer persona and help drive your marketing. That’s just tremendous, tremendous.
Kenny: Great tool, great tool. I can’t believe it’s free. Well, it is free. It’s a freemium model. So they have a free model where you can – as long as you give them your email address, you can use it for free and then they have premium models as well.
Andrew: All right. Well, thanks for that tip Kenny. That moves us on to our Inspiration of the Week and I want to talk about a woman I met this week. I was hosting a little Google AdWords live streaming seminar. They do this on occasion and I’m a Google certified partner, so they give us the opportunity to show these live streaming events to our prospects and clients.
This woman I had not met before, she joined the meeting that week and her business is to sell physical books here in Boston. She wants to put physical books back in people’s hands. Now I think you understand what I’m referring to here. Kindle and smart phones have become the way that many, many, many people are reading books now and physical bookstores have been shuttering – just dropping like flies.
So she is actually in Dorchester which is a neighbourhood of Boston. It’s actually larger in area than Boston Proper and she told me – and I verified this on Google – there is no longer a single bookstore in all of Dorchester.
Andrew: Not a single bookstore. So her idea was just to go into a local cafe and work with them, so that she could set up just a corner of the cafe to sell her books. She’s focusing on minority authors, which I think is a great thing too.
Her other idea is to go into airports and set up kiosks where she can rent books to people going – boarding long flights. Much like right now, you can rent DVDs for those long flights, and again, try to put physical books back in the hands of people who still value that.
So to me, I’ve always been an avid reader. I’ve got a large book collection here in my home. Even I eventually switched over to reading mainly on Kindle and my smartphone. But I’m so saddened by the mass shuttering of bookstores. So this woman’s mission just to try to reverse that trend in some small way and put real books back in people’s hands and make it accessible to them has really inspired me this week.
Kenny: That’s a great inspiration and the only loser there are the trees.
Andrew: That’s true. We do have to keep the trees in mind. I think for her little corner of the coffee shop, there’s not too much damage there. But at least she’s bringing back a little piece of what I think has been a part of our culture for a long, long time that I’m just afraid we’re missing out on a little bit too much these days.
Kenny: Yeah. I bought a book the other day actually. I read mainly Kindle. Absolutely all novels I will read on Kindle because I don’t need to go back over them at all.
But I do – every now and again if it’s an important book, I will buy it because I like to flick through back and forth and make physical highlights in there.
Andrew: Yeah, there’s something about having a physical book in our hands that just can’t be replaced. Not quite.
All right Kenny. So what is our topic for next week’s show?
Kenny: Well, you’ve heard us talk about it quite a lot in the previous episodes and that is lead magnets. We will be discussing exactly what a lead magnet is, why they’re so powerful and exactly how you can create them to magnetise the right clients into your sales and marketing funnel.
Andrew: Fantastic topic. More likely than not, you need a lead magnet for your website. So we will cover all that next week.