Today I urge you to ‘get psychic’! Getting to grips with your ideal client psychographics is one of the most powerful things you can do for your business.
All photographers want to appeal to and book their ideal client. However, many don’t realise that to do this, you’ve got to have a really detailed, clear understanding of them – and not just superficially.
Many photographers settle with vague descriptors like, ‘relaxed’ or ‘high end’ or ‘creative’ and don’t delve any further. Others might go a bit deeper and come up with a few demographics – age, gender, location, family, job status, hobbies etc.
This is all useful info and definitely worth gathering – especially for times when you might be using specific demographic targeting, for example with Facebook ads. However none of the above demographics or descriptors get to the core of WHY they might feel a real connection with you or feel a real deep desire or compulsion to work with you above other photographers.
To help connect with and magnetise your ideal clients, you have to go beyond demographics (which can tell you surface info about WHO your buyer is) and dive into the psychographics (which explains WHY they buy things – what’s important to them and what emotions drive their behaviour). Look inside, not outside the person. Not many photographers do this, and it makes the world of difference.
Ask the following questions:
️ What is most important to them in life?
️ What is least important to them in life?
️ What big problems, fears or struggles do they have in life?
️ What big hopes, desires and dreams do they have in life?
️ What are their core values in life?
Then consider how you and your services can help them with these, or how your own and your business’ personality and values are aligned with theirs. Then create regular content (wherever you create content – on your blog, social media, YouTube, mailing list etc) that demonstrates this.
Show how you can help them, show how you understand them, show how you are one of them. Be of service to them. Create content FOR them – not to sell to them but to fulfil genuine needs that they have. Connect with them for what they are – not statistics or numbers, but real people with real thoughts and feelings.
This is when you start to stand out from the competition; this is when your ideal clients will come across you and think, YES, this person is for me.
What are you going to do this week to connect with your ideal client?
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