Your audience is not created equal
Plus "how to get your product to sell itself" and 100 free no-code tools
Welcome to Connectable #014 🧑🤝🧑
I am so thrilled to have you here!
I want to help your business succeed. I want to inspire change. I want you to question your current processes and align yourself with the needs of your audience/community. I want you to attract the right people, solve the right problem and create superfans.
The medium? Email.
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Get your guide!
Didn’t hear the news last week?👂
My email Welcome Sequence Guide has officially been published!
It’s the first digital product I have made of this size and I am so happy I finally found the time to finish it and share it with you.
Get your hands on it today and share it with anyone in your network who could benefit from this! I’d love to hear what you think.
It’s 11 chapters over 44 pages of email marketing tips and ideas.
Who do you serve?
It’s very easy, as a business owner and creator, to imagine some version of your ideal customer. That person who looks at your offering and thinks yes, wow, I need this. They share in your values and worldview and are head over heels in love with the future they can imagine with your product or service in it.
But are we being realistic? Have we really thought about want kind of person we hope to attract? I have often made the mistake in the past, and am still learning today, to think more realistically about my audience. How do I operate best to create a business that not only works but thrives?
Reading an email last week I was reminded that as marketers we need to pay attention to our audiences differences as much as their similarities.
“Some people have deeper pockets than others.
Some people have desperate needs or intense desires they'll move heaven and earth to meet or satisfy.
Others have superficial needs and lukewarm desires.
People with the highest levels of dissatisfaction, who refuse to settle for mediocrity, are more motivated than people satisfied with the status quo.”
Audiences are diverse.
Every single one of us is simply trying our best to live some version of our best life. To find happiness in meaningful ways, ways that are different to all of us.
“All this is to say, the world is a chaotic mess of people who broadly overlap in weird and unpredictable ways.” - André Chaperon
I think one of the most beautiful things is that each one of us is unique yet we still find ways to connect with one another.
But how do you attract and work with an audience you ultimately know is so diverse?
As a marketer, you need to try and find the common thread, the clear line of thought in all the noise, that a certain group of people find represents their worldview most.
You need to find the people that really desperately want and need what you have to offer, are able to afford it and at a quantity that can lead to longer-term growth.
And every time you change in your business, offer a new product with a new price, your audience will shift.
Low-price offers will attract people who respond to low-priced offers, and vice-versa. Exactly what kind of audience do you want to curate?
Reminder: Your prospects will happily pay a premium price if you have positioned the product in a way where they can see the significant benefits it will bring to them in a way that is different to alternatives.
All these ideas lead to one question: who do you want to serve?
Don’t pluck some idea of a person from the air and say you’ll target them as your ideal customer. Dig real deep, better understand the human condition (just look around you to see how people part with their money), ask questions, and do not be afraid to adapt when you realise your targeting and positioning has been all off.
Something awesome of the week 📖
Fancy a database of over 100 free and premium no-code tools for marketing and creating content?? Look no further 👇
This database includes tools for webinars, illustrations, video editing, transcription and sub-titles, SEO, podcasting, scheduling social media, analytics, and a lot more!
→My favourite part of this launch — “don’t even need to sign up with your email”. Jens is just here to serve, how awesome! Go check out his list…
Article of the Week 📜
- Kyle Poyar
“The first-day experience is the most critical part of the user journey. And it’s where most products fall flat. It’s on the first day that you have a user’s full attention and you have an extremely narrow window to impress them.”
Your product is too confusing without sales or success helping out
You don’t explain “what’s in it for me.”
You rely too much on ‘in-product tours’.
Your product guidance goes away too fast.
You send mixed and confusing messages.
How to improve?
Collect real user feedback
Measure milestones along the user journey
Experimenting with different iterations
That’s all for this week, thanks so much for the support.
If you enjoyed this newsletter, please give it a like or share it with your friends/on Twitter. I’m still a newbie, so any help would be awesome! 💚
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If you have any questions, want to say hi, or want to feature in my Q & As - my DMs are always open @LisanneNausner.
Have a fabulous week full of connection!
- Lisanne 🌻