In business, the phrase ‘buyer persona’ describes the ideal hypothetical person who would buy from you.This term is incredibly useful but the name is a little limiting. Because in reality, a persona need not only be a buyer: it could just as well be someone who might become a follower of your social media accounts, or of your mailing list. I like to use the term ‘soul mate client’. This is someone who lights up your heart and puts fire in your belly every single day.
Creating a Persona or Soul Mate Client
To identify your soul mate client then, the first thing you need to do is to think about the kind of brand you have and who that is likely to appeal to.
The mistake that far too many people make is to try and create a brand, product or channel that will appeal to everyone. This sounds great on paper but in reality, it means that your brand is going to be necessarily generic.
If something appeals to everyone, then it won’t appeal specifically to anyone. In other words, it won’t really get anyone all that excited. The things we are passionate about tend to be our personal hobbies and interests.
So if you’re going to create a fitness site, you need to choose the precise kind of person that you want to target. Is this person someone out of shape looking to get healthy? Or is it a hardcore powerlifter?
By making your brand target the hardcore powerlifter, you are of course actively alienating a portion of your audience. This may seem counterproductive but for the right people ‘the powerlifters’ your channel just became fascinating. It became their bread and butter. And they’re going to want to sign up almost instantly when they see your brand.
So, decide on this person and then write down some things about them:
* What are their hobbies and interests?
* How old are they?
* What gender?
* What kind of income do they have?
Using the Soul Mate Client
Now you have built your soul mate client, you can start to think about how to target this hypothetical person specifically.
As briefly mentioned, this means building your whole brand around them, one that they are going to see and instantly be drawn to. It should say precisely what you are about about and it should make them excited to want to work with you.
Likewise, use this to think about what kind of other things they might be interested in. What else could you blog about? What else could you promote? Where else might you find more people like them?
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Embracing failure probably sounds odd to you, but it’s really not. It’s not to me, and I’m happy to say that this time last year I felt like a complete failure. But I’m ok with that. My business today looks TOTALLY different to what it was.
So, you’re going to find out why you need to learn how to accept and embrace failure if you want to achieve anything in life & your business….
1. Failure teaches you things that even success can’t
One of the best teachers in life is failure. It forces you to take a step back to look at yourself, and your surroundings, your business in an entirely different light. Things you may not have known before will come rushing to the surface, and you’ll be surprised why you didn’t think of that previously.
Successful people (whatever that is) get to live the life they’ve always wanted. They worked hard to be where they’re at. But, before they got to that point, they probably failed in one or more ways. And I can assure you that when they did, they learned from their mistakes. Myself included!
2. Failure makes you stronger and more resilient
The more times you fail, the stronger and more resilient you become. You feel like you can’t go any lower, and the only way to is up. That kind of mentality is just plain awesome, it’s the kind of mindset successful people have.
How far lower can you go if you’ve already reached the lowest point? Believe me when I say this, when you embrace failure, expect to come out stronger in the end.
3. Failure teaches you new opportunities
When you fail, you hit an invisible wall. You can’t go beyond that wall. So what do you do?
You go exploring, of course. If you’re not afraid of failure, you can easily find new opportunities, new ways to knock down that wall and reach your destination.
You don’t go sulking in the corner, feeling sorry for yourself. No, that’s not what winners do.
4. Failure forces you to think outside the box
If you really want to succeed at something, and you can’t seem to go beyond your failure, you need to start thinking outside the box. What’s in the theoretical box won’t help you succeed, so you’re forced to look elsewhere.
That is the beauty of embracing failure & where others see only the four walls of their ‘box’, those who don’t fear failure will find a way out. Needless to say, those that do manage to think outside the box pave a clearer path towards success.
See? and this is exactly why I always tell my clients to never ever compare your success (or lack of) to someone else’s. You have no idea what they’ve been through to get them where they are now.
What matters is how you pave your way to success….your way.
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The big question! How do you set those boundaries and avoid giving all your stuff away for free?
As a natural giver, I am more than happy to offer advice and help anyone out of any tricky situation, but I’ve always had a hard time not doing it too much, but I need to set my own boundaries if I also want to make sales. Why would anyone pay for my services, when I freely give all of the answers away?
So, I want to share my strategies with you, and also remind myself to do the same, and how to do it gracefully…
1 – Create products for your most popular services – If you’re constantly getting asked the same questions, then why not create a downloadable product (or package) to serve those people? That way, the next time someone asks you can point them here so they pay for it.
2 – Boundaries. Set them! – someone you just met always in your inbox ‘picking your brains’? Just gracefully ask them to head over to your public space, whether it be your Facebook group or page and ask the question there, as this will no doubt help others too…
3 – Set time limits – Someone is persistent and wants your help? Just set up a short call and stick to it. For example. I offer 15 min calls, after that they pay
4 – Give away the why for free but charge for the how – so you tell people the tools to use, but you don’t tell them HOW to use them. That’s the bit you charge for. So you can write a blog about the tools you use in your business, but then you have a call to action to the course that shows them how….
So, if you’re feeling like you’re getting stuck in the giving cycle, think about the resources you already have that you can point people to. No more giving away that valuable information for free!
A great question I get asked ALL of the time! So I wanted to share my strategy with you of how I use them differently, but yet sometimes the same.
I see my Facebook page is an extension to my Website, aside from my blog, it’s fairly static, so I use my Facebook page as a place to broadcast my offerings, my services, a place to demonstrate my knowledge by sharing articles, tips, and raise awareness of my business. It’s a place where I can be visible, and a place where I start warming up prospective clients.
My Facebook group is a real community. It’s not all about me posting things, it’s a place for members to post too. It’s much more of a two way dialogue. Of course I still post similar (sometimes the same content as my page) but it’s less about what I can offer, it’s more about my knowledge, sharing my knowledge in a much more in-depth way.
So I’ll typically post questions, action based posts i.e getting members to interact with me. Asking them what’s going on in their world, what promotions THEY have. I use it as a space to help members grow their business.
So you can see straight away that Facebook pages are more about YOU, demonstrating YOUR skills, where a Facebook group is a community and becomes about how YOU can nurture and build relationships with your soul mate clients at a much more personal way.
Imagine your Facebook page is the shop window and your group is the inside of your shop….
If you’re struggling with what to post where, then comment on the blog post and we can work through it.
If you haven’t got a group then why not sign up to my FREE 7 Day Challenge HERE