In Challenge 4, we stay with the prospective audience and try to understand them a bit better. Understanding them better could lead to communicating with them more effectively. That’s the plan!
From Challenge 3, you ‘know’ your prospective audience – who they are and where they are – and you have begun to make them aware of your existence.
Now, the aim is to segregate them so that you can decide how best to communicate most effectively with them, individually.
Prospects can be categorised as being one of three types.
For this first task, as with Challenge 2, focus on ONE product / service that you can provide (existing or planned) and, for that product / service write down what problem it solves for the informed prospect.
For now, don’t fret over the Oblivious or Afflicted prospect. Instead, identify, from the viewpoint of an informed prospect:
What is your USP (unique selling point)?
For this second task, look back to Challenge 3, where you wrote a CV for your ideal audience member.
You imagined a single person in your audience. You were precise about age, gender, interests, lifestyle and any other relevant data.
Now, for this challenge, you will amend this vision – refine it – three times over: once for the Oblivious, once for the Afflicted and once for the Informed.
Think through the stages that someone goes when they first discover you, when they get to know you/your service/product better, and when they begin to feel comfortable with you – comfortable enough to buy from you.
Visualise the entire client/customer journey: from Oblivious, to Afflicted, to Informed – and then becoming a client/customer of yours.
Now, that you’ve identified the stepping stones, what might you need to do to bridge the gap between these stepping stones for these prospects?
How can you help your audience to advance – from Oblivious, to Afflicted, to Informed – so that they might, maybe, become a client/customer of yours?
Remember: you want them to know, like and trust you.
Do it one step at a time.
Ask yourself: What might work to advance these folk from Oblivious to Afflicted, and then from Afflicted to Informed?
For each gap (Oblivious to Afflicted, Afflicted to Informed), list three things you might do / say / write to help members of your audience to move forward on their client journey with you.
If you have any questions about this challenge, raise them in the RedPen Mentoring Facebook group and/or in the thread for the next Facebook event for our monthly MMM. I’ll then aim to include that topic in that session!