MBA1282 Refining Your Messaging to Attract Your Ideal Customers + Free Ride Friday!

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All right, let's jump into today's episode. Welcome to the $100 MBA Show. It's what's good for you and your business every day with our daily 10 minute business lessons for the real world. I'm your host, your coach, your teacher Omar Zenholm. I'm also the co founder of the Hundred Dollar mba, a complete business training and community online. And in today's lesson you will learn how to refine your messaging to attract your ideal customers. When you try to speak to everybody, you speak to nobody. You have to understand who is your ideal customer. Who do you actually want to have as a customer and sell your Service to what do they look like? What are their needs? What do they want? And then cater your messaging towards that person. A lot of people think by doing this, you're going to be turning away other customers. No, you're just going to speak a lot more strongly to the customers you want, the ones that are worth your time and money. Remember, it costs you money to serve a customer. You're also going to get the customers that maybe this is not speaking directly to them, but like your product and service. These are the customers you're gonna get anyway. If your messaging was vanilla. So in today's lesson, we'll talk about how to refine your messaging, how to make sure you're using the right words, where to put these words so you're speaking directly to who you want to serve and more importantly, who's gonna allow your business to grow. So let's get into it. Let's get down to business. A good way to look at messaging is how would somebody else that loves your products and services describe your product? An easy way to do this is just think about a product that you love, a service you love, a restaurant, an airline, a software. For example, my iPhone. I love my iPhone because. And this is where the messaging comes. It just works. It's easy to use, it's fast, it's reliable, it takes amazing pictures, and it's super private and protected. That's a value I really care about. How would somebody describe your product, your service? Who is it for, really? So this all starts with really nailing your avatar. We talked about this in a previous episode, but one of the easiest way to nail your avatar is to look at your best customer, your power users, people that have bought from you several times or have been a customer for a long time. Interview them, ask them why they love your product. Get on a quick call or video call, ask them to describe it. Literally, ask them, how would you describe my product to somebody else? How do they use it, why they use it, and what kind of return on investment do they get? Whether it's pleasure, whether it's a return on investment. For business, this is super important because you want to use the same language as your customers because those words are going to be used in your messaging. Now you want to sift through some information because you don't want to use any generic descriptors. You want to be as specific as possible. Something like, I like your product because it's cheap. You're going to have to maybe change that to, it's a good value, it's an all in one solution. One of the easiest ways to nail your messaging is to fill in the blanks here. Finish this sentence. Product x is x4x. So you fill in the x's. Dropbox allows you to save your files in the cloud to make life easy for individuals and small businesses. You get the point. What does it do? What's the unique selling proposition? Who is it for? The point here is that you want people to read your messaging and say, that's me. This is for me. You want it to resonate with people. You want people to say, this is perfect. This is what I've been looking for. If you're looking for good examples, look at the medical industry, look at the product industry. In terms of health and beauty products, something like Head and Shoulders shampoo will say very clearly the number one shampoo for dry and itchy scalp. I saw some really good messaging on a ski resort website. This was a family friendly ski resort website. I believe it was Kadrona over in New Zealand and it said, the best ski resort for those not training for the Olympics. And I love that messaging because why? Because if you're somebody who just wants to have some fun and have a great ski weekend, have a bit of excitement, bit of thrills, some intermediate kind of runs, maybe you're not a pro yet. This is going to resonate with you. It's like, oh, I don't want, you know, these Olympic skiers and snowboarders, you know, swishing right by me at 100 miles per hour, feeling intimidated. They're going to be like, this is the place. This is where I'm going to go skiing. Well, here's the question. You know, I know some of you are thinking, well, are they turning away pro skiers or expert skiers? Not necessarily. You know, first of all, they understand the Olympic level skiers or the highly, highly trained and expert skiers out there are few and far. Most people don't have enough training or enough chances to ski to be that professional. Secondly, most people ski as a family, as a couple with friends. And those people that are at a high, high level will still have fun while making sure their friends and family are in the right place. They get it. But a bold, strong message will resonate with their ideal customer, the family friendly crew. And guess what? They know it's good business. They know if they cater to families, that's more equipment rentals with the kids, lessons that people are going to need more people to feed in their restaurants, right? More people to lodge in their hotels. You get the point. And 10 years ago the same concept applied with animated movies and they were breaking all the records. Now it's Marvel films, you know, comic films because everybody can go more ticket sales. So find who is your power user, describe them and write the messaging for them. What do they love about your product? Say that. Who is it for? Put that on your homepage of your website, on your ads, in your marketing materials, in your newsletters and you may have to change your messaging. As you grow, your product may evolve, it may change, it may cater to new people and you have to revisit this messaging.

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To wrap up today's lesson, have you ever been on a website where when you land on it, you're like, what is this? Who's it for? What does this thing do? That's a clear cut sign. The messaging is totally lost. If you need more than a few seconds to understand what this product and service is and who is it for, then you're going to leave that website. You're going to bounce and never come back. This is why messaging is so important. And the easiest thing to do is find your ideal customer. Find the people that already use your product and love it. If you're brand new and you don't have any customers yet, who's on your waiting list? Who would be interested? Who is a customer of your competitor? Give them a demo, give them an understanding what you're going to do, what you're going to provide and use the same language that they provide you. Why they would love your service, what is attractive about it, how they're going to use it, and again, describe who they are. I just mentioned Kronos, one of our sponsors today and their messaging is so on point. If you rewind and listen, it's an all in one tool for HR professionals. Super clear, easy to understand. It resonates with their target market. Guys, thank you so much for listening. Today's episode's not over though, because it's free. Riot Friday who's going to win a lifetime membership to easy course, our $500 course on how to build your own online course in 30 days. Someone's going to win it for free right now. Let's see who won this week's free ride. And the winner is tubetone 99. Tube tone 99 says best 10 minutes spent each morning 5 stars. I look forward to this show every morning on my commute. Thanks tubetone99 short and sweet review. You are our winner. All you got to do is email me over at omar@100mba.net to claim your free ride. If you want to win a free ride too. Just leave us an iTunes rating and review and you enter our weekly random draw every Friday. It's that that simple. It's our way to say thanks for showing us love on itunes. Let us know what you think of the show. Your favorite episode is, your favorite takeaway. What you get out of it. We read every single review and appreciate every single one of them. Guys, before I go, I want to leave you with this. When I was doing this exercise to nail our messaging for our businesses, it gets frustrating. It gets a little bit tough. It requires you to really think and extract information and really narrow it down. Don't get frustrated. Give yourself the time to do it. It's going to make a huge difference and give you clarity in the long run as you're developing and selling your product. Thank you so much for listening. I'll check you in Monday's episode. I'll see you then. Take care. Of.

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