Meet your ideal customer’s ideal customer, Erin
My last example is of someone else, named James. James is an attorney who specializes in estates, trusts, and wills. We talked one day and created his ideal customer persona. We are targeting his ideal customer, Erin.
- What does Erin think of his profession? Erin thinks she can buy a $29 software package online and create a family trust. “Why pay a lawyer $1,500 to create a document I can buy for $29?” Erin says. “Lawyers are for corporations.”
- How much decision-making authority does Erin have? Although Erin is the treasurer at work, this is a personal matter. Her parents trust her. They know she likes munching numbers and always has. She can figure out the legalese in the $29 forms package. Her parents trust Erin more than they trust each other. However, Erin does not have power of attorney.
- What is Erin’s pain point and how can James solve it? Erin wants to protect her parents’ assets. She sees both parents’ declining health. She wants to make sure medical costs do not deplete her parents’ assets, should they go into an assisted-living home. She has visited some assisted-living homes, but she has not convinced her parents they should move into one. They are too resistant. Erin visits them at their home three times a week to make sure they are okay. These visits take time and energy away from Erin’s family and career. James can help create a trust that will work in California and is appropriate for her parents’ situation. A rock-solid trust will grant Erin power of attorney. She could move her parents into an assisted-living home if their condition declines further. She could have more time and energy. She could enjoy her family. She could grow her career.
Maybe you are Erin. Maybe Erin is walking in your door.
You become more valuable
The more you know about your ideal customer, the more able you are to publish content that attracts her and gets her to call you. When you understand your customer’s ideal customer, you will help your customer serve here. You will become more valuable.
Content from Attract your ideal customer: A workbook for making more money © 2014 Mark Anthony Germanos and appearing at http://yourseowizard.com/10-things-ideal-customer/