Have You Identified Your Ideal Prospect Yet?
I don’t know the key to success, but the key to failure is trying to please everyone. – Bill Cosby
Identifying your ideal prospect is a critical first step in any marketing plan. Unfortunately, too many network marketers want to cast as wide a net as possible hoping to enroll anyone they can into their business. This is both a sign of scarcity thinking and counterproductive to building a wildly successful business.
Part of the problem is that most network marketers don’t really understand their real product. It’s not their fault. Their upline probably didn’t understand it either, nor theirs, nor theirs, ad nauseum. And, it sounds logical if you didn’t know better. Pitch your business to a million people and you’ll enroll more than if you pitch to 10,000, right? Well, maybe.
The problem is network marketers aren’t selling what most of them think they’re selling. It’s not about your products, it’s not about your business opportunity, and it’s certainly not about you. Surprisingly to many, it’s also not necessarily about time freedom or financial freedom.
What you’re really selling is a solution to your prospect’s problem – and that can be as individual as your prospect. So, in order to be successful, you have to be able to solve a very specific problem for a very specific prospect.
Know Your Ideal Prospect
Create an avatar (a persona) of your ideal prospect. How old are they? What is their gender? What’s their marital status? How many kids? What’s their job or profession? What problem(s) do they have that you can help solve? Where do they hang out? What do they read? Describe as many characteristics as you can think of that distinguish them from all of the rest of your potential, but not ideal, prospects.
In his excellent book, The Ultimate Sales Letter, the legendary Dan Kennedy suggests you need to understand your prospect based on these ten profiling questions:
1. What keeps them awake at night, indigestion boiling up in their esophagus, eyes open, staring at the ceiling?
2. What are they afraid of?
3. What are they angry about? With whom are they angry?
4. What are their top three daily frustrations?
5. What trends are occurring and will occur in their businesses and lives?
6. What do they secretly, ardently desire most?
7. Is there a built-in bias to the way they make decisions?
8. Do they have their own language?
9. Who else is selling them something similar, and how?
10. Who else has tried selling them something similar, and how did they fail?
Market to One Person
Once you’ve identified your ideal prospect, give that avatar a name, and then communicate only to that person in all of your marketing and advertising. Address only the problems that person has that you can help solve. If you can solve other problems, save that discussion for another prospect avatar. (Yes, you can have more than one; but start with one and don’t expand until you have that one nailed.)
Since you have already discovered where they spend their time, what they read, and the like, you also know how and where to market to them. There’s no reason to buy LinkedIn ads if your avatar doesn’t spend time there.
It’s really just another example of niche marketing. And all of the evidence says there’s more money in finding a very narrow, specific niche than there is in trying to sell to the whole world.
I’d love to hear from you on whether you have identified your ideal prospect avatar in your business. Feel free to comment below.
P.S. – If your upline doesn't have a step-by-step plan for your success, you need to check this out now!