Ideal Content Creation

So next we're going to move on to your ideal customer creation and really looking at your ideal client avatars. Now, we've covered this a few times. We've done it in brand building, we've touched upon it when we've spoken about pricing and communication and all of those things. But when it comes to marketing, it is so important that you have done this exercise. So I'm going to go through it with you again in case you've struggled, in case you're still unsure, in case you still haven't pinned down who your ideal customers are so they can get really, really laser focused on it before you start putting content out there. Because if you put content out there without being clear on exactly who it's for, then it's not going to land with the people that you want it to resonate with, or it's not going to land with the people who you really want to see it. And so that's why I really love teaching this part. So if you want to just join me on the screen here and we will dive straight in. Now, the exciting thing about marketing is, is that it isn't about reaching everyone. And that's also the beneficial thing for you as well, because it's not as exhausting feeling like you need everybody to see your stuff, feeling like you need to go viral every single time you post. You actually don't. Marketing is about reaching the right people with the right message. This is also good because it means however many followers you have right now, whether you've got a hundred followers or ten thousand followers, it does not matter if you've got a hundred people following you right now, that's a hundred people who could potentially potentially be your clients. You couldn't fit more than 100 people in in a month. So technically, if you could convert even 50% of those people to becoming clients by speaking directly to them, to their problems, to their needs, then actually you could be fully booked, you know, in a matter of time. So realistically speaking, in order to do this, we do not need to speak to the masses, we just need to speak to the right people, deliver the right message, so that all of a sudden all of the noise shuts out and you become the only nail technician that they want to go to. Now, in the last lesson, we focused on getting you a specific marketing goal based on what your overarching business goal is. So from that you were able to understand who you needed to be posting for. And now you know that we're going to get even more specific. So I Want you to start to think about who you understood was your ideal client or ideal audience in the last exercise. So is it you know, that parent who is free during the day times, who is within, you know, a 15 minute radius of where you are and wanting to really enjoy your luxury experience? Is it the student who is currently in a full time job or the potential student, should I say, who's currently in a full time job that they really aren't enjoying? They're feeling flat, they're feeling unfilled and you've got the perfect course for them. Is it an existing nail tech who is lacking competence in e file or nail art or whatever it is that you're offering? Who is it that you are wanting your content to reach? And once you know who that is, then we can get even more specific than that. Now, it's nice to think that you're the nail tech or the educator for everyone, but actually you're not and you physically can't be. And that's okay. So you only have so many hours in a day, in a week, in a month in order to fill your time with, with nail clients, with students. So what we really want to start to do is visualize the exact people that we want to be sat in our seat. The exact people that want to enter our world. And in order to visualize them, the easiest way to do it is to turn them into actual human beings. So here's an example here on my screen we've got Chloe, Emma and Michael. And they are three different ideal clients avatars based on an imaginary business that I have created, which is a home studio that really allows people to come in, have that luxury, me time, that self care in the peace and quiet, enjoys having the chats and yeah, loves coming to visit me, right? So that's what my imaginary business is right now. And I'm gonna really start to talk about my ideal client avatars. Now you might be sat here now thinking, well, my ideal client isn't just one person. Like, I'm an inclusive salon, I really welcome in everybody. I'm happy to do anybody's nails, whether they're older, younger, male, female, long nails, short nails, who are, whoever they are, they're welcome in my space. Amazing. That doesn't mean that you still can't build client avatars. And that's why it's important to have more than one. So I want you to sit right now and if you are brand new to the nail industry and you're just setting up your business and you have no clients Then I want you to imagine your ideal client or the dream client, right? But if you are someone who's got an established business, you have been doing nails for a while, and you're already, you know, you already have a client base. I want you to just close your eyes for a minute, and I want you to think about your favorite client. So I want you to picture them. I want you to picture who they are, obviously what their name is, what they look like, what their hair color is. I want you to think about what they're wearing as they're sat in front of you. I want you to literally visualize them as if they're sat in front of you right now. And they need to be your favorite client. The one who responds, respect your policies. The one who always leaves a tip, the one who always arrives on time, the one who refers their friends and family to you, the one who. You see them in your column when you start the beginning of the day and you think, oh, I love it when they're in. Today's gonna be so fun. Today's gonna be lovely. Today is exactly what I needed. I can't wait to see their face, Right? So I want you to picture that client, and I want you to now imagine if you could have a full client base of those people. Would you love it? Would it be amazing? Is that exactly what you would love to build? Like, imagine 60, 70, 80 regular clients on your books, all like this person, all treating your business with respect, all making you feel amazing every time they walk through the door and every time they leave. Okay? So now I want you to open your eyes, and I want you to write down everything that you've just thought about about that person in the same way that I've written it about Chloe, Emma, and Michael. So I want you to write down how old are they? Or approximately how old they are? If you don't know exactly, I want you to write down, you know, sort of their lifestyle, where they live, their occupation, are they employed or self employed? What do they value? So what is important to them? What are they really interested in? What brands do they wear? So when they come in, what do you notice? Like what? You know, what bag have they got? What outfit are they wearing? What brands do they talk about? Where have they just been shopping? What are their hobbies? So do they like Pilates? Do they like, you know, sports? Do they like. Do they not like sports? Do they like the opposite of that? Do they like going out with their friends? Do they like meeting for coffee? What do they drink what do they do in their spare time? Do they have any spare time or are they too busy for that? If they're too busy for that, why, what are they doing in that time? Right, so I want you to literally write down everything you know about this gorgeous, amazing, lovely dream client that we have coming through your door, okay? And that becomes your first client avatar. So that is exactly what creating a client's avatar is. And then what you can do is think about, okay, what other people do I have that walk through my door who I love just the same, but who are totally different from this, who I would also love to attract more of. And you can do this another couple of times, right? So think about the opposite to the first person that you've just written about, but someone who you also welcome in. And then again, think of someone totally different, but someone who you also welcome in. And you will be left with a couple of clients, avatars. I want you to give them a name. So you can either name them if they're real clients or if you've made them up, just give them an imaginary name like I have here. And I want you to actually visualize them in front of you and what they look like as if they are a real human being, as if they are a person. So I'm just going to talk you through my client avatars. Okay? So, so imagine I've got this luxury home salon. It's at the bottom of my garden. It's very, very peaceful. The client comes in, they get to choose what they do during that appointment. So they can put the iPad on, they can put a film on, they can put the Kindle in front of them, they can listen to a podcast, they can do whatever they like when they come in. I offer luxury treatments and I just make sure that that client feels like it is a treat in their day. That's who I am. That's what I'm about. Okay, so here are my three client avatars that are all very different, but similarly are my ideal clients and love what it is that I offer as opposed to what other salons offer. So first of all, we've got Chloe. She's 24, she's a city girl. She lives that laptop lifestyle because she's self employed. So she can work from coffee shops, she works from different places. She can sometimes go on holiday and take a laptop with her. She values sustainability and simplicity. Okay, so she really likes using products and getting treatments that are sustainable and she likes looking after the planet feeling like she's done a bit. You know and keeping things simple. For that reason she supports sustainable brands like Refy for example, whose whole ethos is to simplify beauty. She also likes wearing activewear like Aloe and things like that. She shops a lot of pre loved designers so you also always see her with a new vintage handbag that she's got from a pre loved store. She loves going to pilates, she loves long walks and she likes going for a matcha with her friends. So she doesn't drink coffee. She's more of a matcha person. She also likes to read. Okay, so this is what we know about Chloe based on her coming into my salon and based on me getting to know her. And she is one of my ideal clients. If I could have more Chloe's I would be buzzing because they are my ideal clients and I have loads of fun with my Chloe's. She loves what it is I offer because of this. This is her character, this is who she is. This is what she values. She loves my salon is luxury. She loves that I am sustainable in the products that I use. She loves that I use vegan products as well. She loves that she gets to come in and switch off and really feel like she's treating herself and it feels high end and it feels luxury and she loves that she gets a matcha when she comes in. Okay. She loves that if she wants to, she gets to bring her book with her. So they're all the reasons why Chloe, who's 24, loves coming into my salon. But I also have Emma's and I love Emma and I love the Emma's. Okay, Emma is 35, she's a working mum. She's got a corporate career because of that. She really enjoys luxury and treating herself. She works hard for her money, but she likes to spend it on herself. She values her time and she values peace and quiet because she's a mum. She doesn't get a lot of it. She supports brands like Six Stories and Odd Muse because she really loves the luxury element of them whilst also feeling like she's supporting, you know, a real community led brand and a founder led brand as well. She enjoys staying active so she's always coming in in her active way. She likes long walks and listening to podcasts and she likes going for coffee with her friends, but only when she's got the time because as we know, she doesn't get a lot of that. Right. So Emma is a totally different person to Chloe, however, for her own reasons. She also loves what it is that I offer because it's luxury. It's that little moment where she gets to treat herself, where she doesn't get much time to do that. Chloe, on the other hand, is always getting time to treat herself, but Emma doesn't get the time. However, they both value it, right? She loves the luxury because she works hard, she earns a good wage and she likes to be able to spend that wage on luxury things. She likes being able to come in and listen to a pod, a new podcast that's out if she, you know, if that's what she wants to do. She likes to walk in and say, oh, Emma greed. And Jay Shetty. I've just released a new podcast, Amy, do you mind if we listen to it while we get my nails done? No, not at all. Let's throw it on the iPad. Now, she enjoys coffee with friends when she has the time, but she doesn't have a lot of time. So guess what, Cook? Coming into my home studio where she gets to sit and have a coffee with me feels exactly the same. In fact, it feels better because she gets to get her nails done at the same time. So totally different person to Chloe. But Emma is still an ideal client. We still welcome in more Emma's and we would love it if more of them walk through that door. And then lastly, completely different to Chloe, completely different to Emma, we have Michael. So Michael is 32, he's a personal trainer, he's self employed. He, he enjoys working out, playing paddle and going for coffee with his friends. He likes to read, he likes to listen to podcasts. He supports brands like Reese and Alo. He's always wearing them when he comes in. And you know what he really values? He values looking after himself. He values his appearance, he values having downtime to relax. And he's really into personal development and self care. So as a result of that, he also loves to come into my salon for, for his manicure. He loves that he gets to come in again, listen to a podcast or have a good chat with me. It's his little bit of time where he gets to spend it on himself. It's a bit of personal development for him because when he makes himself look good, he also feels good on the inside. And he's taking control of his appearance because that's what he wants to do. Because of his lifestyle, because of his character, because of who he is, he is also welcome in my salon. I would love more Michaels to walk through the door. So do you understand how we've created three different profiles, three different characters, three different avatars that love the same business, but that are all totally different. And this is so important now because this is something I actually did a training with Lucy Mangini, who owns Six Stories. So Six Stories is a clothing brand that really focuses on weddings. So it does a lot of like Bridie T shirts and jumpers and things like that. It does a lot of different athleisure for hen do's and stuff like that, but really luxury stuff. Also does bridesmaid dresses. And she. I think it's been in Forbes as one of the fastest growing brands in the UK or something like that. And when I asked her about marketing, she spoke about this concept and she said that they have three ideal customers that they talk about. They have names, they have full avatars. They're not real. They've created them based on who they want as their customer, based on who they are trying to market to, based on who they want to buy in their products. They've created these avatars. And when they're in meetings with, you know, tens of people in those meetings, teams working on the one thing she said, we will speak about the Chloe or we will speak about Emma or we will speak about whoever it is that is going to be buying our product as our client avatar. And so companies that are huge are doing this. Companies that are smaller doing this. You need to be doing this in your business because every time you post a piece of content, your question should be, if Chloe saw this, would it resonate? No. Okay. If Emma saw this, would it resonate? No. Okay. If Michael saw this, would it resonate? Yes, Michael would resonate with this piece of content. And okay, then we put it out there and this is where it becomes less about speaking to everybody and more about just speaking to specific people. Because there's going to be stuff that Chloe will resonate with that Emma doesn't. There'll be stuff that Emma resonates with that Michael doesn't. And that's why it's important to have a couple of client avatars so that we know every bit of content is at least reaching one of those people. If it's reaching none of them, then my question will be, why on earth are you posting it? Okay, so now that you've got really specific on who your ideal clients are, I want you to think about these things. What do they care about? What is relevant to them right now and what moments are a part of their day. And you will think of these things. When you are thinking of content ideas and you will think of them in this way, it becomes so much Easier to create strategic content. And here's some examples and of how you can bring that to life. So let's say, for example, you could do the first reel. If you have an ideal client that loves animals, that loves pets, that has animals themselves, then maybe you post a reel that includes your dog. Or if there are certain parts of the appointment that you know really reaches that client's avatar, then talk about it. So this first one here was done by our amazing educator, Charlotte. It says that it's not just an appointment, and then it flicks through a loads of different parts of the appointment that aren't just getting the nails done. So it's the Netflix on the telly, or it's the podcast on the iPad, or it's the dog cuddles when you walk in, or it's the matcha that you get handed because you know that's what your client loves. So you put all those pictures or little snippet videos together, you put them in a reel and you say it's not just an appointment. So if the person who loves dogs, who loves watching podcasts or watching Netflix, who loves getting the nails done, sees that post straight away, they're like, oh, my God, what? You get hands as a matcher on your way in. You get to stroke a dog on your way in, you get to listen to a podcast while you get your nails done. The only thing I don't like about getting my nails done is that it takes so long. But if I can listen to a podcast that changes everything, right? So this one here might not resonate with anyone. If someone doesn't like dogs, probably not going to resonate with them or probably not going to make them want to book in. But the people who do want, who do like dogs, you are all of a sudden going to be the only nail tech that they want to go to. Because that sounds amazing, right? Again, another example. This is an image taken from another one of our members, Desert Opal. Her name's Verity. She posted a post, little moments that aren't little at All. And what she did was she just shared different pictures from her camera roll and put a little sort of blurb at the bottom of it. So this one, splashing in the sea with your loved ones, sitting in on a Sunday and reading a good book, going out for a run with your AirPods in. Think about the things that your clients love to do that you also love to do. If you put all of those things into a post, they will see it and go, they're just like me. I like all of those things as well. Straight away, they see that there's aligned values between you and them. Straight away, they want you to be their nail tech. Another one. I took this image from Pinterest and I actually just made this real myself. But I want you to imagine you are Emma right now, right? You're that working mom. You don't get much time for yourself, but you love luxury. You love peace and quiet. You're scrolling on Instagram as Emma and you come across this reel point of view. You've put the kids to bed, you've had a bath, you've lit your diptyque candle, you've put on your favorite PJs and the newest episode of maths. You've poured a cup of tea, you've climbed into a freshly made bed, and you look down at your perfectly manicured toes. So you've described a perfect moment in your ideal client's day. And you haven't just described it vaguely. You've been specific. You've picked out a specific brand of candle that is luxury. You've spoken about a specific TV program that you know this client will probably like to watch, and you've specifically placed yourself as a part of their day by talking about looking down at your perfectly manicured toes. We all know that feeling when you get into new fresh bed sheets and you've got a fresh. They should say pedicure tos, I guess. But you look down at your fresh pedicure, there is no better feeling. So positioning yourself as the nail tech in someone else's busy day and actually listing that out suddenly makes you feel like the only nail tech for them. And another example here, my clients and their jobs. Another one from Shaw. So she did a reel that showed the client the nails that they got, and on the reel, it has on there what the job was. So there was school teachers, there was yoga instructors, there was people who worked in offices. All different things. But if you're someone scrolling and you also share one of those jobs or those occupations and you see someone else that you can relate to on that reel, straight away, it puts the idea in your head that you could get your nails done by this person as well. So can you see how specific we are starting to be with this content? We've started off with the overarching business goal back in the last few lessons. Then we've pinned that down to exactly what we're using our marketing for. Then we've understood who we're actually speaking to in our marketing, and then we've understood who that person is down to their core, down to their beliefs, down to their day to day life and we have put that in our content. There are so many different ways that you can do this. This is just four examples. I want you to take this now and I want you to brainstorm. I want you to list your ideal client avatars and then write underneath what type of content you could start posting that reaches them. You could do a list of captions, you could do a list of carousels, you could do a list of reels, you could do a list of different ideas that are coming into your head that could be, you know, any form of content. But start just having a little brainstorm on what content ideas you're coming up with based on now understanding who your ideal client is. This is so, so powerful and will be a game changer for your content. I will see you in the next video.