Defining Your Ideal Customer, Client or Patient

Starts with finding a starving crowd

Defining Your Ideal Customer, Client or Patient

Then it's all about the PROSPECT

Level 1: Demographic Information Examples

Age

Level 1: Demographic Information Examples

Gender

Level 1: Demographic Information Examples

Income

Level 1: Demographic Information Examples

Family Size

Level 1: Demographic Information Examples

Where they live

Level 1: Demographic Information Examples

Ethnicity

Level 1: Demographic Information Examples

Level of Education

Level 2: Psychographic Information Examples

Values

Level 2: Psychographic Information Examples

Interests

Level 2: Psychographic Information Examples

Hobbies

Level 2: Psychographic Information Examples

Political Affiliation

Level 2: Psychographic Information Examples

Religious Views

Level 2: Psychographic Information Examples

Lifestyle

Level 2: Psychographic Information Examples

Attitude

Level 2: Psychographic Information Examples

Personality

Level 3: “Psychic”graphic Information Example

Psychic

Level 3: “Psychic”graphic Information Example

What keeps them up at night, staring at the ceiling? Worry,

pain or frustration?

Level 3: “Psychic”graphic Information Example

What is their single biggest problem that you can solve?

Level 3: “Psychic”graphic Information Example

What do they secretly, privately desire most?

Level 3: “Psychic”graphic Information Example

Fill in the blanks for them:“If I could just _______ then ___________”

Defining Your Ideal Customer

Hope you are focusing on me the customer

Listen, these 12 words that will change your life-

"Most people fall in love with their products, instead

of their prospects!”

It’s all about me the customer

You Probably already noticed:

THEY ONLY CARE ABOUT WHAT”S IN

IT FOR THEM…

RIGHT?

SO HERE’S THE STRATEGY: PREEMINENCE

PREEMINENCE IS BEING TOTALLY FOCUSED ON ADDING VALUE FOR THE OTHER SIDE AND

UNDERSTANDING WHAT VALUE LOOKS LIKE.

It boils down to, “I’m not trying to sell you – I want to serve you.”

It’s NO SECRET……Believe it or not…Never stop engaging the

Know…

Like… &

Trust…

Nurturing…

USP

USP

Creating a Winning USP!

USPDiscover THE most important and challenging Question

you will ever answer about your business

USPWHY SHOULD I" --- YOUR PROSPECT --- "CHOOSE TO DO

BUSINESS WITH YOU INSTEAD OF ANY AND EVERY OTHER OPTION?"

USP

USP

USP

USP

FedEx: “When it absolutely,positively has to be there

overnight.”When it absolutely, positively has

to be there overnight – it’s notabout price we are willing to pay apremium if we need to get it there

overnight and fast.

USP

USPSee whether your USP meets all three guidelines:

1. "Each advertisement must make a proposition to the consumer. Each advertisement must say to the reader: 'Buy this product, and you will get this specific benefit."

USP2. "The proposition must be one that the competition either cannot, or does not, offer. It must be unique - either a uniqueness of brand or a claim not otherwise made in that particular field."

USP3. "The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product."

18 Things to Consider When Developing Your USP

1. What do you do GREAT?

18 Things to Consider When Developing Your USP

2. How it will BENEFIT your TARGET MARKET?

18 Things to Consider When Developing Your USP

3. Clearly identifies your TARGET MARKET

18 Things to Consider When Developing Your USP

4. OPPORTUNITY GAP: What VOID in the Marketplace can you fulfill?

18 Things to Consider When Developing Your USP

5. Should be SHORT and EASY to RELAY

18 Things to Consider When Developing Your USP

6. Once someone hears it, will it begin a conversation?

7. A GREAT GUARANTEE18 Things to Consider When Developing Your USP

18 Things to Consider When Developing Your USP

8. Delivers SPEED

9. Believable18 Things to Consider When Developing Your USP

18 Things to Consider When Developing Your USP

10. A BIG PROMISE

18 Things to Consider When Developing Your USP

11. What do People HATE that you can FIX?

18 Things to Consider When Developing Your USP

12. PRICE Advantage

18 Things to Consider When Developing Your USP

13. How It's PAID FOR as an Advantage

18 Things to Consider When Developing Your USP

14. What do your CUSTOMERS EXPERIENCE?

15. SALES PROCESS Advantage18 Things to Consider When Developing Your USP

18 Things to Consider When Developing Your USP

16. NICHE

18 Things to Consider When Developing Your USP

17. PERSONALITY

18 Things to Consider When Developing Your USP

18. Combination of all of the above

Final Comments About Creating A Great "USP"

It's work to develop a great USP and it...

Final Comments About Creating A Great "USP"

Requires a great deal of thought and...

Final Comments About Creating A Great "USP"

Requires RESEARCH from Customers, Co-Workers, and Competition

Final Comments About Creating A Great "USP"

It can/could CHANGE and you will need to be constantly on the lookout for a new one.

But …When properly accomplished it provides you with a HUGE competitive advantage.