Episode 61 - How To Identify & Attract Your Ideal Customer (2 of 2)

welcome to the magnetic marketing podcast today is part two of how to identify and attract your ideal customer with Dan Kennedy now if you haven't listened to part one part one is all about how to fish for whales not for the minnows and all the little fish out in the ocean how do you get the big fish today we're going to talk about how you hunt down those ideal customers and how to attract them to you magnetically these are the keys once you have focused on the right customers if you haven't listened to part one

yet go back to the previous episode make sure you're up to date and then listen to the rest of this you're going to love it I don't think there's anybody that has had a bigger impact in the field of direct response than Dan Kennedy the legend of Dan Kennedy should be ignored at your own Peril they're not really lessons they're kind of laws that you live by Dan opened my eyes to what small business marketing looks like Dan teaches strategic direct response that is timeless his ripple effect touches people people who don't even know his

name the world as we know it was changed because danad Kennedy became obsessed with marketing welcome to the magnetic marketing podcast with your host Dan Kennedy third way we can get him is wide net fishing with lead generation so here we actually advertize whale bait right and this is where pretty much every everybody regardless of the business they're in becomes an infom marketer and often it is a mistake not to if you go back to the Valente ads and the selective search ads and so forth I'm going to show you a different version of them

in a few minutes the mistake that is made with those ads so not that any of them have asked me but if they ask it's almost certainly I could get them a better return on investment on their ad dollars with one simple change and it's a gkic marketing change that you all should know but just in case it has slipped your attention they have one reason to respond in all their advertising and it is a reason that has a fairly high threshold resistance it requires you to be ready or nearly ready to hire somebody to

matchmake for for you and it requires you to be willing to get on the telephone and have a personal conversation with somebody about this knowing that they are going to try and sell you something and that's the only offer they make they would immediately get more response to their ad if they had a second offer that essentially was if you're not ready for that but this got your attention and you're curious here's how to take a little step instead of a bridge too far you can get our free CD our free DVD you can look

at a free webinar you can get a free report you can get a free book Etc sometimes they would find they would be better off making the entire ad about that all about easy to get whale bait and then moving people to them but they ought to at least have it has two reasons to respond not one a lot of people don't do it because they fear they will trade away the immediate response and drive everybody to the easier delayed response this rarely happens most of the time when you advertise you will still get the

buy now person but you will also get a bunch of people who are not ready to buy now but are mentally moving in that direction and you don't get any of them if you advertise the way they do so most whale bait not all whale bait but most whale bait is information it allows somebody to get information without having to engage A salesperson in order to get it and if you stop to think about yourself in a category where you would be a whale odds are you have frequently seen things that you might be willing

to buy seeing advertisers who interest you but not enough to immediately engage with a salesperson but had you an opportunity to get some more information you might have taken up that opportunity and then moved in that direction so why net fishing is really all about that so I'll show you a direct whale whistle a very simple one for starters so this is a client of mine who have just done a lot of work for us so you were seeing raw work not finished work um but who is a very high-end financial adviser who only is

he only deals with whales he wants no others and he has a very specific whale the whale is somebody who has recently sold their company for a certain amount of money that's his client and he doesn't want anybody else so the lead generation ad has a direct whale whistle in it if you intend to sell are selling or have recently sold a company worth 10 million to $40 million or more that's the whale whistle which clearly says if you aren't selling a company if you haven't sold a company if you're selling one for $2 million

don't bother me I'm not your guy go someplace else here's who this is for I have Vital experience-based Information your own CPA attorney and other intermediaries may not tell you and may not even know and this is a information offer in this case it drives to a free video so this is a direct whale whistle and add some can be more subtle uh those of you that are infom marketers if you were like a toz uh blueprints I showed which I did not bring to show I have other things to show but I showed the

campaign that mat aoul and I did in the financial advisor Niche where we used the trust book The precursor to the nobs trust-based marketing book has the whale bait as the lead generation magnet we made it clear that it was only for advisor earning a certain amount of income when they got to the website to request the book that was reverified literally if you don't fit this criteria and you'd like the book please go to Amazon and buy it but if you fit this criteria we'd be happy to give it to you for free another

part of this which many of you have seen versions of again I'm going to show you financial advisor one really quick is the match them up piece or copy where we tell the profile of who our best clients are and you can see if you fit one of these profiles so this is a different financial advisor campaign this is what kind of people rely on fellas and there's a photo for each one and there's copy for each one I'm not going to show you all the photos but just so you get a feel so this

is retirees you want complete peace of mind about their finances so they can fully enjoy life and we got you know the rugged looking guy next to the classic car and then we have copy all about why people who want to really enjoy their life use philli phis then we have seniors with a need for income from their life savings without undo risk and there's a bunch of copy about that we have investors still seeking growth from their Investment Portfolio we have women responsible for their own finances or who may become responsible for their own

finances so if you're slowly poisoning him and you know you're getting close you're for us you're our client okay people with tax bombs embedded in IAS 401ks pension accounts and so forth uh people with health problems or family histories of serious Medical problems um I think I'm out oh present business owners or retired business owners and there's a page of copy which I am not going to take time to Wade through for each one of these people so we're not advertising really fellas and we're not advertising her Services we'll get to that we're advertising for

the people who match up with the profile of the customer that we want saying fit one of these profiles you're for us we're for you come forward get more find out more I'll take you through a few more examples so this is I just in this matchmaking field I just did a lot of work for a client uh in the it's just lunch network if you're familiar with it's just lunch and they unfortunately have much like these other ads they have a sales culture business rather than a marketing culture business so they have raise your

hand if you're ready to for us to match you with somebody and call up and talk to a salesperson who will now try and sell you that's a sales culture business we really want a marketing culture business that will get whales so I'll just show you some of the ad copy very quickly and make a couple of points so this is so this is Washington DC area where they have an operation so single and divorced men are wanted now by Elite intelligence sexy women in Montgomery and Fairfax County in Washington DC and now says who

we want busy professionals Executives entrepreneurs and retired military officers who are fed up with dead end dates and who know how to treat a lady are desired now for casual dating and for committed relationships all the way down to a number a number of our clients are members of the Kennedy Center now that happens to be a bias of their clients it's real and so some of their best clients happen to be members of and donors to the Kennedy Center so okay if that's the cas case why don't we say that so we maybe will

attract some more of them uh they are concerned with their privacy and their reputations uh you will see if you studied all this copy you would see a lot of alarm all the way through it and this is purely an information offer this is not a call so this is to get the whole story about dating smart goto and it drives to a website okay here's another ad new free report after divorce dating we want the person who's been out of the game for a while and now doesn't know how to play the game reveals

what the busy successful recently divorced professional man must know about today's dating scene online dating websites etc etc the drive is to a free report which they get at after divorc dating.com this is how can the busy successful single dentist Escape dead end dating once and for all dentists fed up with none of the rest of the copy changes by the way the rest of it's all generic okay but there's a dentist version there's a lawyer version there's a CPA version there's a pretty much any High income profession that has a city or State Journal

in which we can run an ad there's a version of this ad then there's the matchup thing like I just showed you with Phillip a philis so here men who do not dare date their Associates colleagues or peers and there's a whole page of copy about that men who value their privacy and here's a great alarm paragraph because this is Washington DC some of our clients hold security clearance status have positions with federal government agencies and have worked hard out of necessity to keep their personal lives private okay one of the things about it's just

lunch by the way is the first date you don't even know last names you meet first name only and decide whether you want to go any further uh men who men who are extremely busy work a lot by the way I'm showing you the male version there's a female version of this for the female prospects and much of it is the same it's just the gender changed a little bit the language has changed just a little uh men who are extremely busy work a lot of hours work odd hours and are into their work right

uh many men who put their careers or business first know this about themselves but are reluctant to voice it to someone they want to date or create relation relationship with but you can tell us the unvarnished truth we are very accustomed to having hard driving type a alpha men as clients as well as men who work on usual hours travel on business and so forth and so on so somebody can match themselves up with that men who have been out of the game for a long time if you ended a long marriage or committed relationship

and find yourself returning to single life you're in deep trouble um exceptionally successful men with much at risk over 80% of online dating profiles of body false or embellished information in the online dating sites are used by outright predators and gold diggers seeking affluent men to take advantage of them that's why you need diss service men who worry about emotionally unstable women we have never had a psycho woman incident or complaint from our clients now we'll shift gears um so here's B2B here's my here's a client of mine who Markus to real estate agents and

had his whales are relatively successful experienced real estate agents who are making okay money but they're not happy with what they're having to do to get the money that's his whale his whale is not somebody going down for the third time who needs a life raft his whale is not somebody who's woefully unsuccessful because generally speaking there's a reason why woefully unsuccessful people are woefully unsuccessful they won't Implement they won't follow instructions they won't work they won't study so they're of no value to him either he needs somebody who can spend 800 bucks a month

that's like the first criteria so this copy is if you keep thinking there just has to be a better way and here's who this is for experienced successful agent an experienced struggling agent or agents with a coach so again we are calling out specifically to the person that we want and we know who we want and then we are letting them come to us last example of his the key words are so why don't you have a studing reliable inflow good leads from your advertising marketing prospecting most agents can't accurately but but the key line

here even after years of experience and a level of success that's the whale whistle embedded in otherwise generic lead generation add copy that's the whale whistle so there's a three step specific customer focus process to get you to this point first step is intelligence information about your Target customer so that can be demographics which is where most people tend to go so most people go to demographic data age gender income married single Etc there are very good people in our world Roi guy is here in the exhibit hall I think very good at analytics right

then there are psychographics psychographics have to do with mindset how people think so for example if you go back to the matchmaking service category one of the mindset issues that makes somebody a better client Prospect than another is that they are a professional who get paid for providing expert Professional Service they're more prone to accept the idea of an expert professional doing that for them than somebody who is not in that business themselves so psychographic issues have to do with how your whales think and not enough is done trying to figure that out and have

a profile of that in your mind emotional background so emotional background gets to when where and how they were raised okay what they heard at the top of the stairs as a kid age benchmarks typically tied to different backgrounds ethnicity religion so a good question to ask yourself about your customers are is what are their top five beliefs and values if they knew they were going to die tomorrow and they were going to write a belief and value document to leave to their kids what would they talk about for our whales one of those five

is pull your straps pull yourself up by your bootstraps and stand on your own two feet work ethic most of our good customers that's one of the five things they devoutly believe in they may have somewhat fictionalized now their own behavior in that category to be a bit more heroic than it actually was does not make any difference it's on their top five list okay another good question is what are their emotion anchors most people's emotional anchors have to do with year they were born uh year they got their first car year they graduated from

high school year they graduated from college year they got married that's pretty much where you're going to find their emotional anchors so if you know their age generally of your whale you can now back that up what are the two or three years where they probably graduated from college what are the two years where they probably graduated from high school when did they probably get their first car then you can go look at what was going on during those years what were the songs Okay so the Big Brand advertisers are playing that game aggressively these

days they are going in licensing songs that fit certain age markers within the life experience of their Target customers and they're using those songs in their commercials so you can go back and you can see what the price of milk was you can see what the price of a house was you can see what the song was that year you can see what the big historical event was that year those are all anchors that are very meaningful to those customers current state of mind right so that's the you know what are they staying awake at

night worrying about uh what are the five trends that are affecting them most what are the top five opinions that they hold right now so most people have four or five really profoundly held opinions that they State all the time right in a lot of conversations in the same conversation so you get together with your buddy to play golf your top five opinions come up probably every time you play golf and your buddy probably agrees with at least four or five out of them or you wouldn't be playing golf with them so he has the

same opinions and you guys spend half the time on your golf course talking about your top five opinions right that's what goes on right so it's useful for us to know what those are if we want to sell this guy something where does he stand on Obamacare where does he stand politically generally what's his opinion about kids his adult children's age Behavior today how does he and she feel about the big trend of the adult kids moving back in with their parents for against terrified angry bricked up the room where are they right so you

really have most people spend most of their thought and conversational time and it's important for you to know this because you would be exceptions right and so it's important for us to know that but most people spend most of their time just in four places right family stuff occupation stuff which is mostly complaining their Chief recreational Pursuit and money and so you kind of need to know where they are mentally and emotionally about those four things in order to connect with them real well weaknesses and vulnerabilities right what are your customers vulnerability buttons that you

can really push hard so we learned so I'm back doing a lot of work I mentioned it this morning in the arthritis field and I'm using customer intelligence that I got some years ago when I spent five days interviewing testimonials for an arthritis product and doing the vide taping of these testimonials and so men react to arthritis and to Aging in general very differently than women react to arthritis and and aging in general so Aging in general men their primary emotional response is anger and rage women's primary emotional response is depression now those are two

very different things men are mad about what they can't do that they used to be able to do or that now they fictionally believe they used to be able to do right women really don't get mad about it women just get depressed about it and specific to arthritis so men's reaction to arthritis is Rage at having to go to someone to get a cuff buttoned they are pissed off women aren't really mad about it they're just depressed that they can't Garden like they always used to be able to Garden they find that sad so if

you're going to have this conversation you have to have one conversation with the men one conversation with the women there is no one-size fits-all conversation in selling anti-age in general or certainly arthritis in specific so now we know what his weakness is and we know what her weakness is in the hearing aid business when I did a lot of work in the hearing aid business we learned very quickly that the greatest vulnerability of all if you want to sell hearing aids is fear of being stuck in the home because when they can't hear their adult

children start to think they're adult they may or may not be adult they're probably not they just can't hear so they start behaving like they're adult and then the adult kids are heard saying you know it's probably about time we stick dad in the home where he can't hurt himself nobody wants to be stuck in the home number one fear as a people age is being in the nursing home okay so the hearing aid sale is about don't act addled they will stick you in the home and if you're acting addled because you can't hear

this little doohickey will keep you out of the home now you have to say it a tick more elegantly than that but that's a weakness and vulnerability almost every customer group has them and as does the best customer have them language issues right so language who do they read who do they listen to what's their tribal language and what are dog whistle language terms that are meaningful to them and wouldn't be heard by anybody but them so good copywriters when they decide to write to a profile or to a category of consumers sit down and

create a vocabulary list so what a good copywriter will do is take the magazines they read the books they read the stuff they pay attention to and they'll get themselves some color highlighters and they'll go through it all and they'll note repetitively used terms words language patterns that this group uses they'll take the pharus and they'll go through it and find synonyms that can be used they'll take the words that self isar and they'll build themselves a vocabulary list and that's what they use as they create their marketing messages they will also get at least

one qualified reader to redline their stuff so big pet peeve of Mine by the way is the rush to get stuff out we going do a webinar for this group let's jump in front of the camera tomorrow and do the webinar right so I come from a world where we work for three months on that script right because we're going to put a half a million dollars of a client's money at stake when we put it on TV okay you guys aren't doing that but you're putting a half a million dollars of your time at

stake right so almost always if I'm working with a tribe I don't know I'm going to get myself at least one qualified reader and that is somebody from that tribe who also understands direct response and to redline copy just Mark the stuff that doesn't ring right to you I don't want any other opinions I just want you to catch my language errors that's what I'd like you to do so for example when I work on proactive the stuff aimed at the kids it has been a long time since I was a 13-year-old girl with acne

right it's been a very long time so I need a 13-year-old girl with acne who kind of understands direct response to redline for me and I need her mom for the stuff that we're writing to the mom so language the character profile you should have a clear character profile of your whale of your ideal client in detail like a fiction writer creates a character profile if you don't know how to do this I can tell you how to do it at a Barnes & Noble store I'm sure you can do it at Amazon but I'm

not the guy to tell you how to do it but the Barnes & Noble store there is a section of books for writers okay and you will find books in there strictly about character profile development they'll even give you 26 page fill-in the blank character profile forms to create your fictional character you do the same thing to build the character who you are going to sell to what you saw last night with Sally is not just helpful about presenting you it's helpful about building the character profile of who you are going to sell to right

infom marketers by the way in the room if you do what we did and you get your her to take the fscore test and you get the data you're going to find biases and you're heard that now tell you what your character profile is of who your customers are and who your best customers are assistance from an Insider befriend at least one and I want to jump to list so Jesus so lists there's just no excuse if you want to do whale hunting not to use Direct Mail because the whales already exist in somebody's list

so our my go-to guy for this with my clients is Craig Simpson who's here somewhere at Simpson direct let me just show you research for the it's just lunch people okay so here's preliminarily what's available to us dentists at home addresses 35 to 49 and 50 to 65 single and then by income or home value lawyers same deal doctors the same deal I can get Brooks Brothers 12-month buyers age single I can get Esquire magazine age single I can get Forbes Investors Business Daily Rob report and Playboy by age single and occupation I can get

potency pill buyers age single they at least have hope they tell us a lot of their best clients belong to a gym they already knew that great good piece of information can we use it for something yep he can get me health and jib club members active 50 to age 65 $100,000 a year income single Kennedy Center surprisingly a lot of our clients they tell me belong to the Kennedy Center great Kennedy Center rents its list 12-month donors and they have a breakout of single horri he the national ad Works in Airline magazines great I

can get frequent Travelers at BWI age single frequency of travel and income so I can take my profile and I can go into the list universe and I can match it second part of the three-step process is now Target personal POS positioning so basically whales baate with whales so if you're going to go hunt for a whale you have to present yourself in a way that is really acceptable to the whale you need some sort of affinity link so let me show you a good Affinity link example we're not going to spend a lot of

time on it because I'm going to be over time here in about five minutes but I want to tell you that this Affinity link thing is extremely important if you want to attract whales this is another way not to talk about your product your service your company the thing you want to sell but to talk about the person you want to attract and to hold yourself out to them in a way that they feel Affinity with you so the high-end financial adviser at Arizona who I showed you fellas so here's her ideal client they're no

younger than 55 The Sweet Spot is 65 to 80 married to the first wife of many years raised a family now have an empty nest they're patriotic they fly the flag on Veterans Day 4th of July Etc they're politically conservative and they were either born in or more likely moved to Arizona and live there by Preference they have enough money to go live someplace else if they don't like living in Arizona so now I want to look with this profile I want Phyllis to tell me where have we got Affinity because I want to show

that and so ailis piece now has this on it not the 56 credentials and certifications she has as a financial advisor not how much money she has under management no we have a wife married for 30 years a mother of two we have disciplined athlete because disciplin useful and a financial advisor a longtime arizonan who loves the Southwest life okay I have pulled my Affinity links based on the profile of my intended whale client and I'm talking about them more than I am talking about any anything else the other financial adviser I showed you whose

client is a business owner who is selling his business so here's what Ted tells me about his client and then I'm going to tell you Ted things that Ted was not using so here's what Ted tells me his client is 55 to 70 Depression era parents or grandparents postor War II era upbringing may or may not have gone to college if so probably with the GI Bill and worked while attending millionaire nextd door type Stanley milliona there next door build up a business over many years it's a male he's tough-minded he's hardworking right now here's

stuff I find out about Ted that Ted's not using in any of his marketing because I'm now looking for Affinity links he wants to tell him how much money he's got under management and you know all that stuff Ted comes from humble beginnings no indoor plumbing started selling door Todo as a te teenager worked his way through college build a business from the ground up owns two homes and he's Act acve with Charity so all my Ted advertising now is about who they are and then about this you will discover we are probably Kindred Spirits

I come from very humble beginnings I began working and selling things door too to make money at age8 I worked my way through college built businesses from the ground up right now you understand most advisers would think that irrelevant he thinks it's kind of embarrassing to talk about the big sales letter now has pictures which I made him go get of his house with the ouse because they had no indoor plumbing and if he didn't have pictures we probably would have made pictures all right in his book ad here's about the author Ted's life began

living with his parents and his grandmother in a tiny frame house without indoor plumbing heated only by a fireplace he is the first member of his family to get a college degree Ted has built one successful company right these are Affinity links they don't speak to his efficacy as a money manager they don't speak to his credentials they don't speak to his money management process they're about targeted personal positioning third then we finally get to outreach and invitation how are we going to communicate with these people that we have selected we want a low threshold

opportunity we want a way to bypass Gatekeepers and underlings home addresses our best we want to offer information but not education important thing about Wales they do not want to know how to do it they want to understand it and know that you know how to do it so very often particularly professionals are busy teaching their prospective client or client or patient or customer how to do things whales don't want to do things they want to find somebody they can trust to do things they have to understand enough to feel like they're making a good

decision about that but they do not want to be educated they want to be informed so if you put those three things together you can very very specifically go after precisely the customer you want and say the things that will cause that customer to come to you I will say one last thing about this understand that in marketing in prospecting in advertising what we all do is we buy a hay stack that's what we do and we pay for every piece of straw in it every hay stack has some needles in it Bad analogy needle

whale but that's what I mean every hay stack does right the question for you is how big a hay stack are you going to build for yourself in order to find how few gold needles in it versus how small of a hay stack are you going to build for yourself that have a lot of gold needles in it most people just build hay stacks and then hope to find needles it doesn't have to be that way you can invest in a way that builds a much smaller hay stack full of needles with this three-step process

thank you for listening to the magnetic mark podcast with Dan Kennedy if you love hearing in on these lost Dan Kennedy talks and speeches and calls then please let someone else know about this podcast that's how you can help it to grow and the more it grows the more free Dan Kennedy we can bring to you also Dan would love to give you the most incredible free gift ever designed to help you make maximum money in minimum time now this free gift comes with almost $20,000 in pure money-making information for free just for saying maybe

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