In this post: Let’s talk about DREAM CLIENTS!
While this is a challenging time, and there is a lot of uncertainty still, here is something we need to acknowledge right here and now!
People are spending more time at home and that is leading to some amazing stats. Over the last couple of months, there has been an increase in Online Purchases of around 30% - which makes sense right?! We want to stay home as much as possible so why not buy online.
But it actually means that people are beginning to re-pattern and rewire the way they purchase and work with services.
WHAT DOES THIS MEAN FOR YOU? There hasn’t been a better time to launch your online business, or to up your game and take your business to a new level!
So, let’s talk about the FIRST STEP you need to think about?! Yep, if you’ve been here long, you’ll know it’s thinking about your TARGET MARKET.
Find out how to switch out your thinking around Target Market and start to focus on your DREAM CLIENTS who are READY to work with you!
Watch this post by clicking the image below or keep scrolling to read.
(This video is hosted in the Healthy Wealthy Society, a free group for health coaches & wellness entrepreneurs. If you have trouble accessing this video, you may need to join the group first.)
The Four Stages of DREAM CLIENTS!
Right now is such an exciting and pivotal time to be growing a health coaching business. I don't know if you have seen the latest stats, but online purchasing is up something like 20 to 30% – obviously, because people can't go out and spend et cetera. But this is really starting to repattern and rewire ways that we want to work with people online, want to purchase online and how people are getting things like their health services and their shopping and all the things online.
So things are really heating up. It really is becoming a very important time. If you are wanting to grow an online health coaching business, now is possibly the best time I've ever seen for you to be taking that step forward. And we are going to see this more and more, especially with questions around the economy and all of that out in there, we are going to see the importance of online business, especially as a lot of companies are going to find, not wanting to go back to work or getting used to online different.
If you’re sitting at home right now, getting your businesses started as well, I wanted to talk about just a small aspect that I teach about target market. Normally, you'll hear me talking about target market, might be around pain points and benefits. I teach target market quite differently, definitely different than anything you'll find in any of the health coaching school curriculums or most business coaches too.
I've been in online marketing over 20 years now and target market is one of my specialties. And if you don't get that right, then you can never really get these things right – your package, your marketing, your website, your social media. So I'm very, very passionate about it, but here's one piece that I've never taught publicly in this way – the four layer framework for target market.
There are four stages that people can be in in their pain point. Now let's say we're talking about someone who has fatigue.
Stage One: Client might be tired, but doesn't even think it's an issue.
They probably wouldn't even mention it. Maybe they're not tired. Maybe there's an underlying thing going on for them, but they don't even know. They're not mentally conscious of it. If they are, they don't care. There's probably no conversation. There's no sand that's rubbing them about it or irritating them about it. So that's a stage one client. You do not want to build a business based on a stage one ideal client.
Stage Two: Client is tired but don’t want to change.
Stage two is someone who is struggling with these pain points. But this is where most people go wrong as they usually go for stage two clients. This client is probably really tired. They probably moaned about it a lot. They might even have underlying health reasons for why they're tired or they might just not be living general lifestyle practices. They might be sleeping terribly. They’ve got that grit, like the sand that stuck in the shoe that irritates them and talk about it.
But these people would say “Oh, I've got no time. I'm overwhelmed.” They don't do anything about their problem. And it can be very enticing as a new health coach to think you can save and work with these people. But hear me out – these people don't want to change. You are going to work like crazy. You're going to try to convert them to your way of thinking. But they're not going to buy from you. They are going to watch your videos online but never take action. You'll get exhausted trying to convert someone that was never going to buy.
And then you turn around with the belief saying, “No one buys my work.” That is not true.
Stage Three: Client is tired and want change.
Stage three target market is the person who wants to take action. This person's tired, they’re irritated, but they're doing something about it. They are Googling. They are buying books on the topic. They are possibly already seeing a naturopath or a kinesiology or a chiropractor. They are probably doing things to try and improve their health. They might be going to yoga. They might be trying a different diet. They might be Googling recipes. They actually wanting to improve.
Now, often people don't go for a target market level three because they think they're already doing something. They already know this. No, no, no, no!
Stage three clients are the ones who want to improve. They are your dream clients.
If you work with me, we get a profile of your dream client. You want the dream clients. You want the clients that are going to take action. I see so many new health coaches struggle. The only way that your clients are going to get results is when they take action, when they want to change, not when you're trying to push an agenda on them. So that is the perfect sweet spot. I could talk forever on other reasons that level three target market is a perfect sweet spot. There is ample opportunity for you to come in and partner with people who already have an existing stage three audience. You can engage with them through podcasts, Google books and classes to name a few. It is like the secret shortcut to growing a business quickly.
Stage Four: Client is tired but is already with a doctor.
Stage four target market is someone who genuinely likes change and they’re already at the doctor. They are already in bed with this. They've gone to a disease state. They've gone to a more advanced health step. They're meant to be with a doctor. You were welcomed to partner with doctors, but that's not the role of a health coach.
If you're going too high, if you're going try and get the target level four, it's not going to work for you. You're going to feel like you're not good enough. You're going to feel like a little bit out of integrity. It can be scary. Cause they've got this health thing and you feel like you're trying to teach basic principles. And that can be where a lot of people are going wrong too.
So too low, stage one, no one really ever tries. Target two is what I see the most trying to convert people and wondering why it doesn't work. Some people are trying to go target four and feeling really out of integrity and really scared. Target level three is the sweet spot.
There’s so much more I could talk about. Start to focus in on your DREAM CLIENTS who are READY to work with you!
Love,
Amanda xx
P.S. I also have this great resource on how to identify the "pain points" and desired outcomes of your ideal (and profitable!) target market and how to "fill-in-the-gap" and create services and coaching programs that serve your clients perfectly. Click this link to get instant access >> https://training.amandajdaley.com/targetmarket
Did you find this post helpful? Please share it with your friends by pinning the image below!
