Lessons

Lesson Info

Targeting Your Ideal Client

Marketing to new mothers, we've talked about it briefly this morning when we showed the videos and discuss the core values of moms and kind of tapping into those core values, which I still think are important to address again, because now you've created your marketing collateral with those core values in mind. But now let's talk about launching and promoting with those core values in mind. Okay, so now we're going to take it to the next level. Mom's emotions there's more than this, but these are some good ones to start off with what it takes to be a mom, okay, that's, a core value, how much it takes to be a mom, the pride she has in her family. Mothers are all very proud of what they've accomplished with their family. It's, a huge source of self identity, you know, most mothers defined themselves as their child being one of the best things I've ever done, right? So the lesson she teaches and has learned so she's learned so much about life just by being a mother, while at the same time ...

she's trying to instill these valuable lesson into her child, who will she hopes, will become and grow up to be a good human being, okay, the sacrifices she's making to do all that that's a huge core value in moral moral compass thing that you can tap into the hopes and dreams she has for her kids. And then, of course, if you are funny and have a sense of humor, the humor in parenting and I tend to be more of the touchy feely, emotional like sweet drama and with that heart told pull the heartstrings kind of thing. There's a lot of people out there who do humor better and are funny, so you might want to tap into the charm that it takes to be a parent and think about your brand, too. My brand is maura heartstring brand, where is somebody has a really bright, fun, colorful, happy brand, maybe on a tap more into the humorous side of parenting. Teo, bring forth those core values. And like I said, there are other options here. I really encourage you to research research ads and commercials on youtube, and I'll bet you'll see other core values that you maybe connect with a little bit better. Okay, remember to keep those marketing messages clean and simple and to the point remember this. You can mark it all you want to mothers. However, targeting even further down than that will give you better results and a tighter brand. What does that mean? You need to understand the two types of consumer mindsets, okay? The tradition there's two types of consumers the traditional and the neo this is you could actually find a youtube video on this online just type in neo consumer or traditional consumer, and you'll see a really fascinating video that they've done and it's it's so true the traditional consumer values they're driven by prices, features and status they spend wildly in a good economy. They always want a good deal no matter what, though, okay, they also spend on products that offer status like a status symbol like, ooh, I have a prada bag kind of thing, so they'll spend a lot on something that they think has status like I said before, they spend wildly and a really good economy, but they will reign in tight when things get tight. When the economic downfall happened in two thousand seven, two thousand eight this is when we all freaked out because nobody was spending money. Most people in the world are traditional consumers, ok, they will on ly spend if they get a good deal, especially when the economy is down and this mindset is extremely slow to change. We're just now five, seven years later beginning to get out of this here in the u s and the effect on the rest of the world to the neo consumer is very different, they're driven by quality design, experience and authenticity. They're highly individual and look for things of personal meaning they look for products that are outside that quote mainstream to starting to resonate the conserve these consumers spend judiciously all the time, but we'll spend a lot of money on products they deem worthy. However, if they see a product as a commodity, they will act like her traditional consumer and demand the lowest price. What is a commodity? Carmen something you could get anywhere something you can get anywhere something popular, something that multiple businesses provide right that's a commodity so if they see your work as a commodity, they're going to want the best deal. So if it's consumers are leaving you and not booking you because you're too expensive, then chances are they look at you as a commodity not all the time. Sometimes I truly just can't afford you, but if you're getting that response a lot like I've seen on the facebook group, people will say him too expensive I gotta lower my prices I got a little my prices you are battling the neo versus attritional consumer you've either got a traditional demanding the best deal all the time or you've got a neo who looks at your work and goes someone so down the street has it cheaper over there so you get in this hard core battle with yourself on whether or not you should lower your prices that's the exact opposite thing you should do especially if you are priced according to your numbers and your numbers show your profitable you know like if you sell what you need to sell its selling it at a profit what do you need to do that if that's the case if you're concerned that you may be a commodity and that people are leaving you because they couldn't find what you produced cheaper what do you need two d'oh yeah you need to change what you're producing yes something that nobody else has yes that means your look your style, the quality of your work your brand, your customer service your product line you have to examine all the internal structures that we just spent two and a half days talking about and figure out where you could be different and if you could do it in multiple places do it in multiple places and one of the best ways to do that is to increase your customer service and make your brand match your price how do customers feel about you that's what a brand is how did they perceive you? Ok then what happens is your brand begins to build and your customer service begins to build and all these things start to elevate your style gets more unique your product line gets more unique you become so differentiated the intrusion will start to see you as a status symbol so they'll spend on you. The neo was spent on you no matter what, because they look atyou as authentic, unique and worth spending money on the traditional sees you ex expensive, but if you get to the point where you're so well branded and so differentiated and so respected your community, the traditionals ago, what you've got to go to her she's the best that's the status symbol in town so you can either plunge to the bottom and be where you're a commodity and the traditional is by you because you're cheap and the neos bio because your chief and you'll look like everyone else or you can work your butt off to be differentiated developed that status in your community be worth the price and you'll get both consumers on both sides different reasons. So think about how consumers spend and what their socio economic, social and social psycho demographics are what they desire before you start looking at you before you start hacking your prices because you think you need to put more people in the door. That's the worst thing you, khun, d'oh and it's so tempting my sister is struggling with this right now there are a lot of good doctors in southern california, she has a very competitive market and she's been doing her same work for a long time, beautiful work beautiful product line, one of the few photographers down there who can afford a studio because the rent is so high there, but what she's discovering people are saying she's too expensive so she's like julie, do I lower my prices? Do I lower my prices going? No, jenny, don't do it don't do it, but the temptation is so great, so she has a choice. She can either lower her prices and increase her volume, so that means the systems in her studio had better become so tighten efficient that she can produce that kind of volume at that rate, or she can stay where she is and make herself so differentiated that people start to see it worth it or she can make drastic changes, double her prices, hit the carriage trade, make everything just go kam bram like better than anybody else without a question and launch yourself into a different market. There's pros and cons to that the phone doesn't ring is often the carriage trays expensive stuff you're dealing with celebrities you're dealing with high end clients. Do you really, really, really want to do that? I'm not a person. I don't really want to hang out with the ultra rich people kind of bugs me, I'm saying so I don't know where I want to work with normal jobs, people who who have extensive but they're they're they're similar to me and values and morals and stuff like that. I don't want to seem lowly to them. I want to be respected. You know, sometimes when you get into that ultra carriage, trade those people content to kind of look down on you sometimes not always got him totally sterile right now. But there's definitely a different feeling when you work with ultra to carriage trade versus hyatt. So you have these options? Which one you gonna choose? There's? No wrong answer, it's just which business models you want to do and what's good for your soul. Where do you want to be? I'm just forcing you to think strategically and think about this stuff from the consumer's perspective from your profitability standpoint and what your heart desires don't cave into george he's the one telling you nor your prices you suck. Tell him to shut up, okay and analyze it objectively not by some influence that you know isn't necessarily well educated. Don't make decisions without knowing all angles and what's truly best don't just jump oh, I should lower my prices because everyone else is and that's the only way I'm gonna get clients the door that is assuming make sure you educate yourself, so I gotta hand it. But anyway, neil, consumers are seeking that authentic thing, and if they see your work is the commodity, they'll demand the lowest price. It's, pretty much a simple is that so ask yourself, who is your target clients? Okay, most boutiques, studios target the neo for the most part, and volume studios target the traditional can both go either directions, of course, but this is kind of a generalized, generalize perspective on things. The questions before I move on, we're doing alright, sorry, I get a little passionate energy going down, jules.