Everyone is there, yet only 1 truly matters to you!

Transcript

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Hey, guys, James West here from Marketing Secrets for Electricians. And today we're focused on everyone. No, we're really, for our business, there's only one person that really matters. So let's look into who that person is. So, here's what I hear a lot.

How do normal electricians like us, who are properly trained and licensed, who are not willing to cheat and take shortcuts, and who are wanting to own a successful electrical business? How do we compete against the big guys who own the market share or the guys that charge peanuts for an electrical job? On top of that, we want to employ the best electricians so we can get off the tools and have plenty of time for other areas of life. That's the question. Join me and follow along as we search for the answers.

My name is James West and welcome to Marketing Secrets for Electricians. So, you may be wondering who we are talking about here. Who is this person that you should be focused on? Because there's so many people in the world and we can't serve everyone. Full stop.

It's not physically, mentally, emotionally possible. We have to narrow and focus down onto the people that matter, that you can connect with. And essentially, this is what marketing is about. In the old days, you could go around with all your money and throw it into a black hole of marketing and you don't know whether you did great or not. You weren't measuring your return on investment.

And for me, when I first started my electrical business, I went out from the Yellow Pages, the newspapers, any like online sites. I just threw money out there and was hoping for the best return at it. And I didn't actually measure how that went. So this is, and I just wanted everybody. I just wanted anybody.

I could do any work for any person, good or bad. For me, it didn't matter. I just needed the work. And what I'm trying to point you guys into is a different direction. A direction where you're like, okay, this is my target.

This is the customer I want to serve. And I'm gonna put money towards my marketing, my customer, because this is the one that's going to work for me, for my business. And if I had a thousand of these, there's a book or an article, a thousand true fans. And in this article, it basically highlights, if you can get a thousand true fans, you can basically be in any field, any niche. And if they, these thousand true fans will buy anything you put out.

And that's all you need in order to have a living that you get from a day job. Yeah. So you don't need to have this multimillion dollar business to get by. You just need a thousand true fans and you will be set, essentially. You won't be the millionaire, but you don't need to be celebrity.

You just need to connect with these people. And in today's world, with the online marketing and you can really focus in on who these people are. However, the problem is we don't, most people don't. And for me, I didn't as well. I was not focused on this one.

Person. So who is this one person? Who is it for you? And what you want to do is come up with a person or persons. And I'd suggest starting with one, but you can have multiple types.

But the main thing is you come up with one that will connect with you and your business. So I'll give you an example. We can say start. I'll give you an example of what I've come up with. Or potentially going to do with this lead acquisition funnel.

So I've got two types. I've got Liz and Fred and Liz. She's about say 50. She's a female. She's married.

She has three kids aged 10, 15 and 20. And she's a stay at home mom who is who is married to a working class or like a doctor or someone who's earning a lot of money. But she's at home. And she's in this big house. Her kids are at school away and she's trying to run the household.

She's a decision maker. She has to manage what's going on. And what I'm going to, what I'm offering her, like what her problem is like, she doesn't understand electricity. She doesn't know how it works or what to do. She doesn't want to change all the light clips.

For example, her house is huge. She has all these light scopes, light clips to change. And she doesn't want to change. She doesn't want to do that. She doesn't have the time.

She has all these other chores she needs to do. So what I want to do is come in and solve that problem by offering some kind of maintenance package, which we can look in later on. But the point today is to come back and we're kind of focusing on the name, the age, the gender, the status of their marriage, like how many children you can focus on their location. You can their occupation, their job title, how much money they're getting, their title of education, what goals they want. So what is she aspiring to do or he, what values, what information.

So where are they getting their information at the moment? What books are they reading? What magazines, websites are they going to conferences? Who is their gurus? Do they like Tony Robbins?

What challenges are they having? The pain points of these challenges. And there's like a bunch of things here you can work with to create your perfect customer. Now, the thing here is a lot. You can spend a lot of time and I wouldn't spend too much.

Essentially, it's important, but don't get too hung up on it because you'll work it out as you go along. The more important thing is to just have something so you can measure like so you have a target to measure off. So if you're hitting that target or not with your marketing and the other one, for example, if you want to do a mail, for example, a mail who's, I think I called him Fred. So we've got a mail Fred. He's a handyman.

He likes to fix things at home. He likes to renovate and build. He likes to, you know, he's in this regard. I'm trying to connect with this type of person and I'm going to find out what he does, like where he lives. Is he a family?

Is he in a family? Is he single? Is he divorced? And all these things help you pinpoint the problems. And why this is useful is because when you come to a question about what you should do for your electrical business, you're not putting the answer on you.

What you're actually putting, you're going to Fred and Fred or Liz or your avatar, your dream customer, you're asking them. So what would this person do? What would Liz do in this situation? What would Fred do? In getting the answer from them, it makes you the choice.

So you don't have the burden of trying to figure out the direction of your electrical company. You have like these people will give you the answer. And as you go through your, your avatar, your dream customer might change. However, that's okay. The main thing is we get started and focused on a particular person so we can work our marketing efforts towards that person.

And in doing so, we then start accumulating and surrounding ourselves with our dream clients, our customers that we want. Following that, you'll notice that if you connect with one person on this level, they are friends and usually the friends are in the same kind of situation. Which means if you do a good job in pressing upon your first dream customer that, that you're connected with, they will tell them they're friends. And this is kind of the start of you growing a sustainable business and your marketing efforts towards having a successful business. This is the focus.

So I want to put it out there for you guys to think about this. And you don't have to like, if you don't have time, you can do it in the car. Just have like a mental picture. So if you've already been in business or served some customers before, you can go back and just review. Did I like this one?

How was that person? Okay, this job I liked. And for example, my Liz was a person that I worked for in the past and I enjoyed working for her. She was easy to get along with. She just let me go and do my job and I was just managing the place and all her electrical work on her whole house, which was like a huge house.

And these are the type of customers I wanted to work for. So now I have a visual image and this for me is the most important thing. Like, even if you don't stop to sit down and write this all out, every day you need to be thinking, who is my dream customer? Because this helps you focus in. Yep.

And if you can do that, it's going to help with your business. And if you haven't had any customers before and just getting started, just make up one and we'll make it as we go along. So Liz and Fred are going to be the customers. I'm going to be targeting in my client acquisition funnel that I'm making. And I want to make myself or the system I'm building the best service for them.

So they're going to come to me when they want an electrician. And I'm basically my service that I'm going to be creating is purely I'm building a relationship. I'm acquiring the customer and then I'm going to be giving it to electricians all around the world. I have no preference to where at the moment, but this can be done anywhere. This is a fun, exciting test and challenge.

I'm putting myself through to show you guys that it can be done. It doesn't matter where you are, your level of experience, you can market to anyone anywhere around the world using the Internet. So with that, I'll leave it with you and I'll talk to you soon. So my challenge for you today is make up or create your dream customer. Who is it you want to serve and reach out to us in the Facebook group marketing secrets for electricians.

Share with us who you have created. What is the name? What are they like? What interests do they have? What are their problems they're having?

And if you're not sure about it, let's get on there and work this out. Because every electrical business needs to have a dream customer and guess what? Because we're all individuals and different. Each business is going to have their own unique customer that they want to serve. So look forward to seeing you there.