This document discusses defining your ideal customer or client through three levels of information: demographic, psychographic, and "psychicgraphic". It emphasizes understanding the customer's needs, problems, and desires. Developing a strong Unique Selling Proposition (USP) is key, focusing on uniquely meeting customer benefits better than competitors. An effective USP should fulfill an opportunity gap and be short, benefit the target market, and start conversations.

1. Defining Your Ideal Customer, Client or Patient
Starts with finding
a starving crowd

2. Defining Your Ideal Customer, Client or Patient
Then it's all about the PROSPECT

3. Level 1: Demographic Information Examples
Age

4. Level 1: Demographic Information Examples
Gender

5. Level 1: Demographic Information Examples
Income

6. Level 1: Demographic Information Examples
Family Size

7. Level 1: Demographic Information Examples
Where they live

8. Level 1: Demographic Information Examples
Ethnicity

9. Level 1: Demographic Information Examples
Level of Education

10. Level 2: Psychographic Information Examples
Values

11. Level 2: Psychographic Information Examples
Interests

12. Level 2: Psychographic Information Examples
Hobbies

13. Level 2: Psychographic Information Examples
Political Affiliation

14. Level 2: Psychographic Information Examples
Religious Views

15. Level 2: Psychographic Information Examples
Lifestyle

16. Level 2: Psychographic Information Examples
Attitude

17. Level 2: Psychographic Information Examples
Personality

18. Level 3: “Psychic”graphic Information Example
Psychic

19. Level 3: “Psychic”graphic Information Example
What keeps them up at night, staring
at the ceiling? Worry,
pain or frustration?

20. Level 3: “Psychic”graphic Information Example
What is their single biggest
problem that you can solve?

21. Level 3: “Psychic”graphic Information Example
What do they secretly,
privately desire most?

22. Level 3: “Psychic”graphic Information Example
Fill in the blanks for them:
“If I could just _______ then ___________”
Defining Your Ideal Customer
Hope you are focusing
on me the customer

23. Listen, these 12 words that will change your life-
"Most people fall in love with their
products, instead of their prospects!”
It’s all about me the customer

24. You Probably
already noticed:
THEY ONLY CARE
ABOUT WHAT”S IN
IT FOR THEM…
RIGHT?
SO HERE’S THE STRATEGY:
PREEMINENCE

25. PREEMINENCE IS BEING TOTALLY FOCUSED ON
ADDING VALUE FOR THE OTHER SIDE AND
UNDERSTANDING WHAT VALUE LOOKS LIKE.

26. It boils down to, “I’m not trying to sell
you – I want to serve you.”

27. It’s NO SECRET…
…Believe it or not…
Never stop engaging the
Know…
Like… &
Trust…
Nurturing…

28. USP

29. USP
Creating a Winning USP!

30. USP
Discover THE most important and challenging Question
you will ever answer about your business

31. USP
WHY SHOULD I" --- YOUR PROSPECT --- "CHOOSE TO DO
BUSINESS WITH YOU INSTEAD OF ANY AND EVERY
OTHER OPTION?"

32. USP

33. USP

34. USP

35. USP

36. FedEx: “When it absolutely,
positively has to be there
overnight.”
When it absolutely, positively has
to be there overnight – it’s not
about price we are willing to pay a
premium if we need to get it there
overnight and fast.
USP

37. USP
See whether your USP meets all three guidelines:
1. "Each advertisement must make a proposition to the
consumer. Each advertisement must say to the reader: 'Buy this
product, and you will get this specific benefit."

38. USP
2. "The proposition must be one that the competition
either cannot, or does not, offer. It must be unique -
either a uniqueness of brand or a claim not otherwise
made in that particular field."

39. USP
3. "The proposition must be so strong that it can move
the mass millions, i.e., pull over new customers to your
product."

40. 18 Things to Consider When Developing Your USP
1. What do you do GREAT?

41. 18 Things to Consider When Developing Your USP
2. How it will BENEFIT your TARGET MARKET?

42. 18 Things to Consider When Developing Your USP
3. Clearly identifies your
TARGET MARKET

43. 18 Things to Consider When Developing Your USP
4. OPPORTUNITY GAP: What VOID in the
Marketplace can you fulfill?

44. 18 Things to Consider When Developing Your USP
5. Should be SHORT and EASY to RELAY

45. 18 Things to Consider When Developing Your USP
6. Once someone hears it, will it begin a conversation?

46. 7. A GREAT GUARANTEE
18 Things to Consider When Developing Your USP

47. 18 Things to Consider When Developing Your USP
8. Delivers SPEED

48. 9. Believable
18 Things to Consider When Developing Your USP

49. 18 Things to Consider When Developing Your USP
10. A BIG PROMISE

50. 18 Things to Consider When Developing Your USP
11. What do People HATE that you can FIX?

51. 18 Things to Consider When Developing Your USP
12. PRICE Advantage

52. 18 Things to Consider When Developing Your USP
13. How It's PAID FOR as an Advantage

53. 18 Things to Consider When Developing Your USP
14. What do your CUSTOMERS EXPER

54. 15. SALES PROCESS Advantage
18 Things to Consider When Developing Your USP

55. 18 Things to Consider When Developing Your USP
16. NICHE

56. 18 Things to Consider When Developing Your USP
17. PERSONALITY

57. 18 Things to Consider When Developing Your USP
18. Combination of all of the above

58. Final Comments About Creating A Great "USP"
It's work to develop a great USP and it...

59. Final Comments About Creating A Great "USP"
Requires a great deal of thought and...

60. Final Comments About Creating A Great "USP"
Requires RESEARCH from Customers, Co-Workers,
and Competition

61. Final Comments About Creating A Great "USP"
It can/could CHANGE and you will need to
be constantly on the lookout for a new one.
But …
When properly accomplished it provides you
with a HUGE competitive advantage.