When your service is particularly difficult to sell, you need to get people to know, like, and trust you. That process takes time. I’m thinking of services that have a very long sales cycle, such as real estate.
What Does Lifestyle Mean?
Lifestyle is describing your client’s daily activities. That could mean hobbies, where he or she shops, what colors they like, and so on. Ideally, you know a lot about that person and could even make a drawing of how they like to dress, right down to their favorite pair of shoes. You might even know if they have a hat they wear all the time. In this article from American Express: 7 Excellent Ways to Attract New Customers, former OPEN Forum community member Nicole Beckett, president of Premier Content Source says “Have a crystal clear picture in your head of exactly who you’re targeting.” And goes on to say “Think about what makes those types of people happy, sad, scared, relieved, and then think about how you can make their lives a little easier.”
Ideal Client Profile
There is some controversy over whether an ideal client profile means a fictional person. I prefer to think of a composite of the best traits of your best clients. If you could take those traits and put them all in a blender, that would be your ideal client profile. No need to name names! Which client has the best attitude? Who comes up with great content to share? And who has beautiful photos? You get the general idea. Not clear on your ideal client profile? You might want to check out Who Are You Writing For? Target Audience and Social Media.
Realtor Example
Say you’re a realtor. There are some very clever realtors out there–and the real estate market is very saturated. But you don’t have to just talk about real estate. You could talk about your clients’ lifestyle. Say your typical client is in her 50s and wants to retire soon and enjoy home-cooked meals and traveling. Talk about the local sights where your clients would locate, fun cooking events, and so on. Anything that lets your ideal clients get to know you personally helps them to know, like, and trust you. You might like this article: Why the 80/20 Rule Works for Your Social Media.
Harley-Davidson
Today I was watching a video about the Harley-Davidson brand and how they’ve become a lifestyle brand. Their ideal client, however, has been an older white male (Baby Boomer) motorcycle rider. How can they pivot and welcome younger riders into the Harley universe when they’ve become so associated with just one type of rider? After all, they’ve had some of the most loyal fans ever! What other brand can boast of loyal fans who get their logo tattooed onto their bodies? But to change and be inclusive of women, younger riders, and people of color? That can’t be easy!
Do You Focus on Your Client’s Lifestyle?
Why or why not? Leave me a comment! And thank you!
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