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🧠 Create Your Dream Buyer

Author

Ankit Patel
September 22, 2024

Hey there,

Welcome back to the 60th edition of Brandish,

Your guide to crafting an iconic brand.

Knowing your dream buyer changes everything.

Your product…

Your marketing strategy…

Your value proposition…

Pricing…

Tone of your copy…

What channels you advertise on…

And more…

Today’s newsletter is all about making sure you KNOW your dream buyer.

But before we get into it…

If you’re a fan of our podcast, or not…

Ash and Ned did a recent podcast where they discussed how losses actually HELP your business.

Who would’ve thought, right?

In this episode they dive into how losses can–

Provide invaluable insights…

Help push for optimization…

Fuel innovation…

Build resilience…

And Strengthen customer relationships…

So next time you’re in the car or need something to play in the background.

Now, without further ado,

Kick back,

Grab your Brez,

And let’s get right into it.

What’s The Point?

No one can afford to address everyone’s problems.

Especially in today’s market condition where we're chasing customers across a million different platforms.

If your brand is going to compete with the big dogs, you have to zero in on your dream buyer.

A lot of business owners say, “I’m targeting whoever is interested in my services.” 

For example, some say their target is business owners, mothers, students, or athletes.

It’s a good start, but these targets are much too general to go after.

Specificity is key.

And while deafening your dream buyer might seem like you are excluding other audiences who might buy from you,

Keep in mind that targeting a specific dream buyer doesn’t mean you have to exclude anyone who doesn’t fit that criteria.

The purpose of going after a dream buyer is to focus your message and marketing budget on whichever market is most likely to buy your products, as well ast those prospects who would be your dream customers.

Focusing on your dream buyer brings clarity to your marketing message. 

Your copy becomes sharp like the tip of a spear that cuts through the noise in your marketplace.

This ultimately leads to a more profitable business.

And look, I know that creating a dream buyer avatar isn’t the coolest thing in the world, let me tell ya this…

Advertising channels change.

Landing page builder software changes.

Algorithms change.

Tactics change.

But the fundamentals of learning what people want, and knowing exactly where you can help them, and then telling the right people about it in the most persuasive way never change. 

I know I just rambled a tad bit more than I should’ve but…

Now you get it.

The rest of this newsletter will focus on the exact action steps you should take to define your ideal customer.

And it’s by asking these nine essential questions.

1. Where does your dream buyer hang out and cluster?

Name online and offline places where your dream buyers hang out and gather.

The more detailed and specific, the better.

“Hangs out on Facebook” is too general.

“Hangs on in a fitness goals Facebook group” is more precise and actionable.

“Likes to work out” is too general to mean anything insightful to mean anything insightful and actionable.

“Likes to go to the gym in the evenings after a long day of work and errands” shows habits and values and is specific.

“Reads blogs” isn’t targeted enough.

“Reads blogs about health and fitness” is defined and revealing.

Knowing exactly where your dream buyers are hanging out influences a lot of things including where you should advertise, what you should advertise, the tone of your copy, and vernacular to use.

2. Where does your dream buyer get their information?

When your dream buyer is in research mode, where do they go to find the answers?

Google?

A particular blog?

Books?

Magazines?

YouTube?

3. What are their biggest frustrations and challenges?

Truly understanding and empathizing with their biggest frustrations and challenges are the most important keys to defining your dream buyer.

By knowing what it's like walking in your customer’s shoes, you’ll be able to create better products/services that address their specific pain points and problems.

For example…

“I wish someone would just write this sales copy for me”

“I need to lose ten kilos before my wedding”

Whatever it is that you are selling has to solve a problem large enough that your dream buyer will happily part with their hard earned-money for you to solve it for them.

4. What are their hopes, dreams, and desires?

Knowing your dream buyer’s hopes, dreams, and desires helps you paint a vivid picture of what life could be like after using your products and services.

Think of it as selling the dream and painting a picture of the Promised Land.

Knowing these makes it much easier to write copy for your landing pages, website, ads, and other assets you leverage to sell more.

5. What are their biggest fears?

What are your dream buyer’s deepest fears?

What keeps them up at night, tossing and turning, unable to sleep?

What do they worry about in their mind but never tell anyone?

Just read my newsletter about fears to understand how crucial it is to understand this.

6. What is their preferred form of communication?

Text?

Email?

Chat?

Facebook Live?

Or even physical mail??

This is a matter of where your audience wants you to communicate with them.

The lesson here is to communicate with your customers where they already are.

Don’t try to move them onto something that is more convenient for you rather than where they already are.

7. What phrases, exact language, and slang do they use?

You see, there’s already language and niche-specific terms being used in your customer’s mind for their hopes, dreams, pains, fears, and desires.

Your job is to listen and write them down.

Enter the conversation already taking place in the customer’s mind.

What industry terminology are they using, what kind of slang and niche-specific terms?

In today’s day and age, skepticism is through the roof.

Now more than ever, people are attracted to people (and businesses) who speak their language, get their sense of humor, and share the same point of view.

Every time they read your copy, your goal is for your dream buyer to say to themselves,

“Woah, it’s like they’re talking directly to me”.

8. What does a day in your dream buyer's life look like?

Think about when your customer wakes up in the morning?

6am?

7am?

3pm? Lol

What times do they get to work?

When do they check their email?

How about when they get off work?

Dinner time?

Bed time?

This might seem creepy but imagining what your ideal customer’s daily life looks like adds an incredible personal element to your marketing.

It also becomes practical – when is the best time to email your prospects?

When are they most likely to respond?

When are they most attentive?

Your dream buyer is a completely different person at 8am on a Monday morning than at 6:30pm on a Friday.

Be aware of this and use it in your marketing.

9. What makes them happy?

The customer journey is much more than an exchange of money for products and services.

Your clients are emotional beings (AKA humans), and people want to interact with companies and brands that make them feel good about themselves.

Where are the touch points in your dream buyer’s journey where you can insert surprises, do the unexpected, make them laugh, be remarkable, and bring a smile to their face?

Maybe it’s a handwritten thank-you note for signing up for your service, a personalized email on their birthday, or a free box full of company swag and cookies (who doesn’t love cookies?).

Inserting happiness into the buyer’s journey can create a deeper level of emotional connection that creates loyal and raving fans for the long term.

Real Quick…

If you’re looking for best-in-class strategies on how to leverage influencers across your organic and paid social channels to win this Q4, you should check out this free webinar featuring–

Where they’ll be going over:

  • The modern purchase journey

  • The latest paid social trends

  • How to source UGC at scale

  • Tips for seeding and affiliate campaigns for Q4

Wrapping Up

After answering all of these questions, the end result is a much deeper understanding of where and how to reach your dream buyers, and how to speak to them.

The compounding result will cause massive breakthroughs that exponentially grow your business and allow you to dominate your market.

Defining your target market is one of the hardest parts of building a business. 

The good news is that once you do it, everything else will quickly start falling into place. 

That’s all I have for you all this week!

As always I appreciate you, 

And until next time,

Ankit