Find Your Audience

Your Business:

Company *

Full Name *

Email *

Phone *

Address

City

State

Postal code

Let's Define your WHO

Start with Basic Demographics

Who is your best client? Don't say "Anybody who..." We want you to be specific. This will help you understand your ideal customer. When you know your WHO, you will know how to market to them. Be specific.

Gender

Female

Male

Doesn't Matter

Other Details (Specifics regarding why they would be considering doing business with you)

Think of your best customer. What are their favorite things in the world? For example: Hobbies, interests, favorite stores, clothes, brands, indulgences, hobbies, television shows or entertainment, etc.

Desire vs Need

Does your product solve a problem, fulfill a desire, or both? A pain point is a problem but a desire might be a premium offering, or peace of mind. It doesn't mean it is a need but sometimes there are unnamed motivators. A plumber can charge almost any price when your soiled toilet is overflowing on a holiday weekend with family coming to town. That is the definition of pain. What is your customer's pain point?

Desire or Need?

Desire

Need

Both

Premium Offering: The products that you can charge the most for are premium offerings. They might fulfill a need but in a special or unique way. Desire is different, a woman might need a handbag but does she need a $3200 Louis Vuitton bag? Maybe not, but she might desire one. Do you have a premium offering?

What are you the best at?

What are your customers' favorite things about you and your company? What compliments do you get? What are you the absolute best at?

WHO do you like working with?

Describe your favorite customers.

YOUR WHO

Consider your answers above and describe your ideal customer, your WHO. This is who you will target in your marketing and who you will be speaking to when you describe what you do. Be specific. *

Define your Who's WHY?

What is the primary work you do? If you provide more than one, pick one that is the best, or your favorite, or the most profitable for you. This will be the one you are definining a WHY for.

If you have low competition in your industry, you must educate. If you have high competition, you must differentiate. What is true in your industry? Educate or Differentiate?

High Competition, Differentiate

Low Competition, Educate

If you need to differentiate, then what do you do that is unique or special? If you don't have something like this yet, start to think about what you can do to stand out? I know a mechanic shop that installed an oven in their lobby and started cooking cookies every day. Then they put a fresh baked cookie in the car after service. This makes them stand out because they do the same basic work as all other mechanics. What is/are your differentiator(s)?

People buy benefits over features. For example, a sharp knife is its feature. The fact that is makes cutting quicker and easier, saving time and energy is the benefit. Remember, Facts tell, Stories Sell. What is your story? What do you do that is tellable when you are interfacing with a customer? Your story should identify your differentiator(s) expressing the benefits you provide, not just the features.

Your WHY

WHY Statement: This is a statement you would make for a 10 second commercial. It expresses what you do speaking to who you do it for in a way that automatically resonates with them. Our WHY statement at Ryan Spelts Marketing is "Find your Audience, Tell Your Story, and Fuel your Growth." We are speaking directly to business owners who want to market to their audience through innovative approaches and of course GROW. Most of our competitors just want to run ads, we want to help businesses tell their unique story. For your WHY, it isn't why you started your business, but WHY your ideal customer would pick you over your competitors. One of my favorite WHY statements is from Saddle Back Leather: "They'll fight over it when you're dead!" They are speaking to people who want high quality leather bags, referring to their premium, top quality materials and workmanship but they are saying it in a unique way. Write your Why Statement in the space provided.

When you submit this form, you will be directed to our A.I. assisted Tag Line generator. This tool is designed to give you ideas for your tagline. We are excited to see what you come up with!

I understand that this form is for informational purposes only. We hope you enjoy it and that it helps you become clear on your target audience and how to speak to them. By clicking submit, I also understand this info will be shared with Ryan Spelts Company and you will be added to our contact list and may receive further marketing information. You will always be able to unsubscribe or ask us to stop contacting you. We are excited to see your WHO and WHY, and help you reach your ideal customer so you can fuel your growth!