In this Expert Insight Interview, Colin Scotland discusses the customer journey transformation and how to understand and identify your ideal client. Colin Scotland is a marketing coach for visionary entrepreneurs and a digital marketing strategist specializing in helping online businesses grow quickly.
This Expert Insight Interview discusses:
- How to define your ideal client
- Why we often lose sight of our clients
- The “Prison to Paradise” journey
It is incredible how many businesses today do not have a clear definition of who their ideal client is. Sometimes their definition is ill-defined; other times, it is too broad, but the problem persists, whatever the cause may be.
Even though it seems like a given that you should start marketing to your ideal client, for some reason, it often isn’t done well, which can cause lots of problems for any business.
We are all guilty of being wrapped up in what we do because we care about it so much. Our business is precious to us, so we tend to focus too much on our side of the equation without even realizing it.
This, unfortunately, means we all too often lose sight of what makes the business tick — the client. Aside from this, we often make assumptions that turn out not to be correct simply because we believe we are exceptionally perceptive.
Prison to Paradise
Colin Scotland has a process that he loves to share with his students and clients, called “Prison to Paradise.” The idea behind it is to imagine your ideal client being in a state of “prison,” a sad state of dealing with a problem before they’ve had your service or product. Once they discover your product, you can imagine them being in a “paradise” state.
Having a look at those contrasting states is the beginning of understanding how you deliver transformation. Understanding your ideal client isn’t always necessarily about their age, gender, job, or income. Sure, these factors are important — they are part of how we segment a market and create targetable groups that we can advertise to. That said, the transformation is the thing that is universal across segments and demographics.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.