Understand your target audience and more importantly, how to define who they are.

Sometimes it can be difficult to put finger on the pulse of who exactly your customers are.

But the better you know your customers, the easier it will be to market to them.

I explore how to understand your target audience and more importantly, how to define who they are.

in this video we're going to talk about your customer identity and that there are two different types of identities your customers can exist in and this is all in support of our story supply messaging framework so let's get into it this is a way to help you more clearly understand your customer to know how to talk with them and know what place uh and zone that they're in so if you want to confidently understand your customers and better serve them to grow your business then let's understand these two identities and it also comes back to this whole idea of story in every effective and emotional impactful story there are always two types of people a protagonist the hero and an antagonist the villain so first off the villain identity let's get into that your customers often fit inside the villain identity let's see let's get this out of the way the villain identity is not to imply that your customers are evil or bad any means it just means they're in a place that invites transformation so this is a place when they're in this villain identity they're in this place of a struggling customer they're not experiencing the solution that you can offer and ultimately they are the villain to their story of success so oftentimes when someone exists here this means they lack belief in themselves or that there's a product or service available to help them solve a specific problem or problems that they have or they often believe in industry myths that keep them stuck like oh i need to create all the content in the world to get all the visibility in the world when you can do that without actually speaking to the right type of customer or they may have hidden objections that keep them from buying another thing to keep in mind is that the villain identity of your customer base or your audience may also be the customers who are not the right fit

because when you can describe and understand the bad fit customers then you know how not to speak to your audience because they'll be they think of your audience right now you may have mom or dad there right or different family members who are never gonna buy from your business and so they're not a good fit customer so they're kind of in that villain identity they don't fit within that the audience it doesn't mean they shouldn't follow you and it's great that they follow you but you definitely want to narrow in on hey how can i attract the right fit customers and then repel the wrong fit ones and so that comes down to getting clear on the villain identity and describing what the characteristics are which we'll get into in just one moment then there's the hero identity this is the opposite to the villain identity and this is the perfect fit customer who embodies the perfect person or business that you can serve the best so you need to make sure that you can give this hero identity this character a name a face and a story that brings them to life you may use a case study of yourself if you're a best fit hero identity or customer or it may be someone you've worked with that what we're the perfect fit to your business and this helps guide your understanding of your customer in a way that makes them truly the hero of your brand story that you're helping them live so this is going to be best served by breaking down the details of your brand story but also these two identities for both the villain and the hero and to do that you want to make sure you first cover the goals and the values that your villain has which don't align by the way to your brand vision and your mission and the movement of people you're looking to invite so the hero so write down the goals values and dreams of your perfect heroic customer below and we want to make sure again that we start with the villain understand who you don't want to attract and you can describe these people in detail to be like hey i don't i don't want to attract the naysayers or the people who are the negative nancies of the world or i don't want to attract people who are um blue collar workers because i need to attract these people over here again the hero and the villain these two differing identities um speak to both who you want to attract and who you don't want to attract but also within this villain identity um this is the struggling client profile customer profile of eventually your perfect fit customer so anyone who's not a hero is a villain there's this contrast this black and white comparison this this binary comparison of these two types of identities so anyone who doesn't fit into the hero identity and embody those characteristics that are the perfect customer you need to help bring people into owning that new identity for us we call people visionaries because that's that identities once people know and identify as a visionary they can start to take ownership over that identity and what that means and as how we define it so again communicate what are their dreams what do they want to accomplish what keeps them up at night which more speaks to some more of this information that we want to break down further below information discovery write down for both the hero and the villain actually i would focus primarily on the hero over here because you want to understand who you don't want to attract and where they're currently at and the struggles but you also get into that over here underneath the hero identity you want to write down how your ideal customer finds their sources for information this is social media this is networking events this is where they spend their time where they congregate and you want to make sure you can know where they spend their time so you can get the attention of them wherever they may be virtually or in person then characteristics describe give them describe your your perfect fit customer your hero by giving them a name um it could be a fake name or name of a current customer uh an age a gender a location family dynamics are they married do they have children food preferences entertainment preferences describe them in detail so that way you know hey they love donuts so on donut national donut day we're gonna definitely target them or give away free donuts so understanding that way is powerful and then getting into these particularly powerful ones from a messaging standpoint with their problems and their challenges what's keeping them stuck um what's keeping them in this villain identity before they become the hero identity then speak to the objections what are they thinking or saying that keep them from buying your products or services again this is a place that they are struggling in an identity that is keeping them stuck this villain identity that doesn't make them the perfect fit to someone who can be successful with your business yet it doesn't mean you can't guide them to that success and that's why we're speaking to these two different identities we want to invite our customers to transform from the villain to the hero and that becomes the ultimate brand story that we're helping them live and then beliefs this is where we write the new beliefs and perspectives that your heroes need to be successful so as we invite them taking the first step in this story we want to invite them to immediately embody this new belief that hey i am this hero identity i am this visionary and and being this visionary this is how i think this is how i believe this is how i act um and this guides the understanding of how to talk about their problems their challenges their beliefs further and in doing this you have further shown your understanding of your customers clarified your brand messaging and become a more powerful brand leader and authority in your space because you clearly understand how to tell your brand story in a way that makes it about your customers so in doing this this also gives you a simple yet powerful customer identity or customer profile to know how to talk about your customers in a simple yet powerful way once you have this complete share this with us in the comments area below let us know of any questions and we look forward to further supporting you as you clarify your brand messaging you

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