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Design and Attract More Perfect Clients

Get super clear on your perfect-fit prospect so you can eliminate the noise of your competitors and sign up more high-paying clients.

The Hot Avatar Audit helps coaches and trainers to do 3 things:

  1. Identify specific hot buttons and align yourself with more NOW buyers.
  2. Eliminate the Noise. Get the undivided attention of prospects who align with your message and want the exact results you bring, right now!
  3. Create a Prolific Lead Flow. Attract more perfect-fit prospects who see you as the answer to their problems.

Download the worksheets here: https://www.peoplebuildersinstitute.com.au/hot-avatar-audit

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FULL TRANSCRIPT

Today, we're going to talk about the Hot Avatar Audit which is about getting super clear on your perfect-fit prospect so that you can eliminate all the noise that's out there, and they actually tune-in and they listen to you.

So, let's get started. It’s like being in a lineup; and you've also seen this on our TV shows that we like to watch, and you see that the person behind the glass who cannot be seen comes in and they've actually got to pick the right person. And that's what it's a little bit like when you’re finding out who it is that you want to serve.

You love to serve people.

You love to help.

You love to get clients.

What I want to do is make sure that just like that lineup, I will show you how to get the right person.

Just like the possibility of picking up the wrong person in a line-up, you can also pick the wrong person to serve in your coaching practice.

This all part of the first module of the Growth Accelerator, where we're looking at audience alignment. In fact, I said the first it's the second, this is where we're getting into audience alignment. This is where we're making sure that you've got the right and perfect fit clients.

Today I’m going to be talking about the Hot Avatar.

When you've got the Currency Clarifier, which we've done before, you know exactly what it is that they're looking for.

Now, we want to make sure that we've got the right person. When you've got these two things together, you've actually got an audience. An audience is something that's listening, and wants to actually be there. It’s not just about, “I'm putting stuff out there and there's a billion people on Facebook, so therefore, I've got an audience.”

No.

An audience is a lot more specific than that, and they actually respond.

Let's have a look at some of the challenges when we do this.

Let’s lay a little bit of a platform here, and then I'm going to show you how to actually go through this process so that you do get the right person.

There are three elements that you want to look at when you’re attracting potential clients:

The first thing is Mindset where it’s all about a thinking.

The second thing is the Market that we choose.

Then, the third thing is the Message. “How are we going to communicate to them?”

Let’s have a look at what happens within each of these.

So, if we have a look at the mindset that you’re going into this, I see a lot of coaches do is the mindset is “all about me”. Their website is “all about me”.

Everything's all about me.

Look at me.

I do this; I do that.

I'm a coach, etc.

So it's me focused.

But when we get this right, instead of it being focused on you, it's focused on them.

It is focused on their needs, their thoughts, their desires, the way that they language it, their problems.

Then, we'll take a look at the market. So, when most coaches look at the market, what they do is they go: “I want to make some money.” “ I want to get some clients.” So it's very broad. It's basically, “anyone out there who sort of fits what I do, come and speak to me.” The challenge with that is they don't come and speak.

What we want to do is we want to be really specific. You would like to make sure that you go narrow and then deep with that particular person or people group.

Then, we've got our Message. So now that we've got these things right, we've got to start communicating. The challenge is, when we get this wrong, our message is irrelevant – it doesn’t. The problem with that is that they tune-out and they don't listen to the message.

It’s like when you're scrolling on Tik ToK, if there's something there that doesn't catch you and it has nothing to do with you, you scroll on. So, whether you're on Tik Tok, or any sort of social media, whether you're reading something in LinkedIn, a blog, an email, anything, if it doesn't fit you, if it's irrelevant ( I don't think it spell irrelevant that way, but you know what I mean) then, they're going to walk on by.

So, what you want to do when you go through this process is you want your message to be in-sync. It's in sync with what it is that they're thinking about. We're actually entering a conversation that they're already having in their own head. So, it's in sync with their thoughts, and it's in-sync with the stage of where they are right now in life.

So, how do you do this?

As I said, the first is we want to get rid of this “it's all about me” mentality.

The second big mistake is I see it's a scattergun approach. Where it’s like, “if I shoot out my shotgun there, someone will get hit with my message.” The problem with that is irrelevant messaging. Now, what that leads to is a trickling lead flow. It gives you inconsistent sales results, and you’re in that with wrong fit clients. We end up having clients that makes you say, “oh gosh, I just bought myself a year's worth of pain because they're not quite what I was looking for but I just took them on anyway. Because my messaging promised that.”

So we’re going to switch things around for you today.

You’re going to be more prospect focused.

You’re going to have a look at them.

You’re going to enter the conversation that's going on in their head.

You’re going to use their language palette, all those sorts of things.

And you’re going to do some research so that you actually do that, and you’re going to speak to a specific person.

If there's one thing I've learnt over the last few years, and that is: In everything, whether I'm writing a blog, whether I'm having a conversation on a social media platform, whatever, even though you might be speaking to volumes of people, you’ve got to make sure that that person is thinking that you’re speaking to them individually.

So, that's a specific person that you want to talk to.

Now, when you say person, you’re talking about a person representative (and I’ll go through that in a moment.)

The third thing is you want to speak to a specific problem or indeed small set of problems.
In the workbook slide, you can see a car stuck on the side of the road because of a flat tire.
“What is the specific problem they have?”

They need to change the tire.

So, the more specific we are the better.

Instead of having a trickling lead flow, what that's going to lead to is a prolific lead flow, like a fire hydrant where you've got leads coming.

But more than that, it's going to give you a conversion confidence because you're going to be speaking to the right person. You're going to be able to speak up and know that they're going to say “yes”, and you end up with perfect-fit clients.

And that's good for you, and it's really good for them.

Because what we do is we're taking people through a journey from here to here. If you’ve got the right people, they’ve got the problems you solve.

It's good for them - going to get the results - and it's good for you.

So, in your workbook I've got here for you is the hot avatar audit and an audit is a fantastic word to use because that's exactly what we've got to do (by the way, if you haven't got the workbook, you can download a copy here: https://www.peoplebuildersinstitute.com.au/hot-avatar-audit )

 
It's a logical process that we're going through to get some data about our perfect fit avatar.

The first thing we want to do is come up with a name.

Let’s say, we’ll name our avatar “Sue”.

Now, Sue, as I said, is a representative of what my perfect-fit client looks like.

In the worksheet you can see a “sources” section where you can do some research for some of these things. We're not going to get through all this now, but you can see our Amazon book reviews, Cora, social media groups, Google search, existing customers (there's some gold there.) If you've got customers or clients who are a perfect fit, and you're helping them solve their problems, and they're getting a good experience, getting great results and they love you, and it's all working well, then that is a good indicator of the perfect fit avatar. So, you can get some information from them as well.

What you want to do is just break this up a little bit.

So, you’ve got the four-quadrant model in the workbook.

What you’re looking at is two different tangents:

In the left tangent, some people are moving away from something. In the right tangent, some people are moving towards something else. So, you’re going to look at those two areas.

You also will look at “now” and in the “future”.

So, there are four areas you can look at using that model.

The first area you’re going to look at is “moving away from.” And “Now”.

You need to look at:

“What are the frustrations and pain points that they are going through right now?”

When you do this, you want to make sure that you’re not being too creative. You don't want to make it up in marketing speak. You want to say it just like they would say it.

If they were to answer this question, “if only I could…” And it was something that wanted to get rid of, what would they say?

So, that's what you want to be doing. And this is going to take some effort. This isn't a five minute deal. This isn't a “do this really quickly, and then get back out there and start selling.” This is putting in some good quality time to make sure that you’ve got this audit done and then tweak and adjust it as you learn more about your avatar.

So that's the first area.

In the moving “away”, we want to look at the “fears and consequences”. So, what that means is, “if I continue to go through these frustrations, I fear this is going to happen.”

So, if it's a coach that I'm working with, if their frustration is not enough clients; then their fear might be: “I'm going to have to go back to getting a job.”

So, you want to do what's the defect right now, and what's the future.

Then, if you shift gears, and you come over to the other side. Let’s look at the “now” , let’s look at what there are their wants and desires.

“What do they want right now?”

Now, this is really good because whatever you've written here has an opposite. So once again, we want to make sure that we know this to be the case.

“What do they want ?”

So if their frustration is not enough clients, then what they want would be to have more clients.

If their frustration is not getting an online program happening then they want an online program that people are buying.

Then, you go to the fourth area which is “future and towards.” So they are moving towards that. So, what are their bigger dreams and aspirations?

When they do all this stuff, what is it actually leading them to?

For example:

“I want to consistently be making, $10,000- $20,000 a month so that I can have some time off. I can create this in my lifestyle.”

So, they are the four areas that we want to work in.

To do that, you've got a second sheet there.

Once again, you’ve got the avatar's name, which is in my case,” Sue”and here, what we're going to be doing is describing the avatar.

We're going to be real specific about this.

Be as specific as you can. The more specific, the better.

What do you know about their routines, their patterns, their family, their work, their values, their lifestyle?

You could probably add to the list.

The more you know, the better.

For example:

I know that Sue is an amazing coach.

I know that Sue has done some great coach training. I know that that the conversation Sue's having is all around the “imposter syndrome”.

It's all around self-doubt.

I know that they are around 35 to 55 years of age, because that's the sort of stage of life that they're in.

I know what they want is to not just create income, but they also want to have influence in their sphere, and they want to make a big impact.

So you can add more things there. So the more you know, the better.

Here are some of the things that you can look at:

Firstly, you look at demographics. So things like Gender and Age.

Now, with the Age, I like to do a bit of a range there. Not putting a range in the age, can somehow put a limit in your market. Because what we want is for you to get a picture of people who are at a stage. For some people the age-range might be really short, for others it’s a little bigger. The more specific we can be the better.

Where are they located? Are they just in your town? Are they in your state, your country or are they in parts of the world, or globally?

What's their current income? Now, in this case, because I know that sometimes coaches don't just have their coaching practice.

However, my avatar is full-time coaches. Therefore, the income that I want there is the income that they're currently getting from their coaching practice.

What's their relationship status?

(Those sort of things)

Then we want to look at Psychographics.

These are things like:

What are they interested in?

Who is/are the guru(s) they follow?

Who are the authors they like to read?

What are the publications they subscribe to?

What are the associations and the groups that they belong to?

What are the products they buy, or their buying habits?

So, the more that you know about this particular person, the better.

Now, you may be thinking, “If I get that narrow and I find out about these people, and I pick that one particular, what about all these other people that I could be coaching that I'm leaving money on the table?

Okay. I hear you. I had that same thought. And it held me back from doing this for quite some time.

But let me tell you, when you get really specific about this particular person, you are able to create a message and a solution which fits them like a glove. When you have a conversation, they listen.

So, what we need to do is firstly, as I said, we need to shift that mindset around from throwing enough mud on the wall and some will stick to, “no, I'm only going to throw my mud there. I'm only going to speak to those particular people.”

So you've got a couple of pages there to go through. You might need some more pages as well to do this. But what I want to encourage you to do is invest some quality time in doing that.

Just like I always do with the worksheets, there is a place there for you to take some notes. and if you've got questions, write them down, and I am happy for you to ask them in the group (if you’re watching this . If you're watching this on my page, then there's a way that you can contact me. Just hit reply to any one of the emails.

So, what are your biggest insights?

What are the insights that you got out of this training?

What’s something that shifted in your thinking?

What's something that you could do differently moving forward?

More importantly than that, is once you know that, what are you going to do?How are you going to take that and then actually use it in your practice so that you can increase your influence your income and make a bigger impact in the world?

Lastly, when you do that (when you get more specific) when you are creating a message that's really being listened to, and there's a two-way conversation going on:

What is the impact that that's going to have on your practice?

What's the impact it's going to have on you?

And overall, how is that going to help you to get what your desires and aspirations are?

You see, just like you, your perfect-fit clients have got things that they don't want in their life anymore. And they've got things that they want instead.

So, I encourage you to go through this process.

I cannot stress enough that this is something that is vital so that you rise above the noise. The more specific, the less noise. They are tuning into a specific channel so that it's only you and them talking and they can't hear all the other coaches. 

 By the way, if you haven't got the workbook for this yet, you can download your copy here: https://www.peoplebuildersinstitute.com.au/hot-avatar-audit

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