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If we intimately understand who our customers are then we can more effectively engage with them because we understand 'what makes them tick'.
This is vital if you wish you could better target your potential clients wiht messages that really resonate with them. To do this you need to understand exactly who they are, what their top pains are and how they are most likely to engage with you - and then map your products/services to those pain points.
Producing targeted content is ever more important in a crowded market. Therefore you need to understand your customers by defining and using their customer personas (sometimes also called the customer avatar or buyer persona).
Download your "Creating your Customer Personas" ebook
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Your customer personas describe your typical client and will probably cover 80% of your client base. If you get an understanding of who they are, their key challenges and drivers – then you bring them to life and will find it much easier when producing marketing or content to consider with whom you want to engage.
This eBook gives you a step by step guide on HOW TO create your ideal customer avatars that you can immediately behin using in order to create more compelling sales & marketing content that will help you convert prospects into loyal customers.
I have 30+ years of commercial business experience. After beginning my career by working in various blue chip companies, I took the leap In 1991 to start my own marketing, PR and design agency. Over the next 11 years, I grew the business into an award-winning agency with 25 staff and revenues in excess of £1.5m. In 2002, I sold the business and then retrained to become a coach and mentor. Since forming Da Costa Coaching in 2007, I have helped over 300 agencies to grow in a sustainable, profitable and enjoyable way.
Director, PR Academy
Sometimes you need to take time out in a structured way to think about your business. It is very easy to get sucked into the day to day running and not have enough thinking time. By working with Rob, not only did we have that time, but it was structured and focused. Rob introduced us to useful models and approaches and helped us to think about how to shape the business.
MD, The PPC Machine
I have been working with Rob since founding my business three years ago. I chose him thanks to a personal recommendation from a colleague who had worked with Rob and also because he had experience of running his own successful agency in the past. Rob's coaching has helped me gain clarity on how I want my business to develop and given me a clear sense of direction. I can also think of several occasions where Rob's advice has enabled me to win a client I would not otherwise have won and also to charge higher fees than I would otherwise have done. I genuinely believe my business would not be where it is today without Rob's input.
MD, SHED Research
As an established independent consultant, I was starting to get a seven-year itch. I wanted a clearer idea of where I was taking my business and I was struggling to articulate a vision for myself. That's when I came to Rob. He was invaluable. He made me consider my options and explore each in detail. It quickly became apparent which I was most passionate about. From there, he helped me clarify it in a meaningful way - so it would motivate my target market, and so it would be profitable. My new proposition has been a huge success and has led to fascinating new work with new clients. Rob has been a big part of making this happen.