516: Answer These Questions To Instantly Improve Your Messaging & Marketing

In this episode, I’ve got some questions for you. If you can answer these questions, you’ll be able to instantly improve your messaging and marketing. 

Join me as I dive into the concept of psychographics and its significance in defining your ideal customer. The real power lies in understanding their psychographics. Harness this power and you’ll learn how to transform your marketing and achieve remarkable results. Listen in! 


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Emily Hirsh:

So I have some questions for you guys to define, and this is gonna be pretty tactical because I’m gonna share these with you guys and then you get to go define this. And I promise you like, if there’s one thing that you can take from me, it is seriously this, 

You are listening to the Not for Lazy Marketers podcast, episode number 516.

Hello my friends, welcome back to the podcast. I always start these and then whatever comes outta my mouth is what comes outta my mouth. <Laugh>, like I never plan what I’m gonna say at the beginning of these. And usually it’s some sort of sharing with you guys, like a personal update or something I’m doing that day or that week. But it’s just funny, I never plan it. I hit record and then whatever comes outta my mouth, comes outta my mouth. Is it today? That’s what just came outta my mouth. <Laugh> was telling you guys my process. No life update over here. I am doing well. I am, I’m growing. I am growing in the best ways and challenging myself. A realization I recently had just through a lot of personal development, I guess you would call it work. I’m doing EMDR therapy twice a week, one to two times a week.

 And then a microdosing, psilocybin, mushrooms five days a week, which you don’t really feel it. It’s very, very subtle microdosing. But there are tons of benefits to microdosing in the sense that it just opens up different thoughts. It is statistically like it is a fact. It will change and rewire your brain a little bit. And so EMDR does the same thing. But my best way to describe microdosing is that it takes the edge and the noise, the extra like 10% of noise and it just gets rid of it. It’s easier for me to be present and patient and just happier for sure, but it’s not like because I’m on a drug that it feels that way. And so someone asked me the other day, like, what happens if you don’t take it? Do you start to need it?

No, not at all. You feel the effects forever and even and especially the days that you don’t microdose, you actually feel the effect of it. And so it’s not at all comparable to getting high or being drunk at all. It is a very subtle experience. And the coolest part is that it impacts you when you’re not even taking it because of the impact it has. It’s kind of like taking a medicine, I mean, but it’s a natural medicine and it’s like taking an herb or something that’s going to impact your body. And so that has led to a lot of growth for me. So anyways, what I was gonna share is the realization I’ve had recently that I’m working through is I have a really hard time letting go of control. You guys probably already know that from my life and who I am.

And I realized like through a lot of this growth and personal development work that I will do it to the extent that I can control it. But when you push me over the edge and I have to feel the uncomfortable feeling of recognizing something that happened in the past that I was hurt by or I start to feel a little outta control of my emotions, I’m super uncomfortable and I want to run away. And I recently had this experience where I was in a conversation with someone close to me and I totally broke down crying. And I never do that, which is, you know, it’s healthy to do that sometimes. And I noticed myself immediately panicking and going like, oh my gosh, I gotta, I gotta go check on my kids. I gotta get out of here. Like I have to run away.

I can’t experience this. And so it’s been good and I’ve also been forcing myself into this a little bit deeper than I normally would because I’m very good at personal development and growth, but I control all the pieces. Like even in therapy, it’s like you show up and you talk about what you wanna show up, you get what you want out of that session. But if you’re controlling it so that you only get to a certain place and you don’t cross over that line, you’re not fully getting the benefit. And so that’s been my last few weeks. It’s good. It’s just, it’s interesting. Life is so interesting and someone said to me recently, sometimes you don’t have the capacity to process and handle trauma and so you don’t, and then sometimes you do have the capacity because of where your life is at.

And so then it starts to come to the surface. And I think I’m in a place with the ages that my kids are and the place where my business is. And just the fact that I am, I have more space mentally. Cuz I don’t have babies anymore. You know, my youngest is three, but I have a lot of support and I’m not in this survival mode anymore like I used to be maybe five years ago. A lot of the unresolved trauma and things that I never processed is now able to come to the surface and be processed. And I thought that was really fascinating to think about because I think she was right, that we only are given what we can handle in that moment. And sometimes we may not have the capacity to process it because of our life circumstances, but then when we do, you know, it all comes up and it’s interesting.

So anyways, that is not what we’re talking about today and that is what came outta my mouth. And so that’s what I shared with you guys, <laugh>. I’m excited for today’s episode though. It’ll be a little bit more of a tactical episode. Very impactful. It is something that I talk about frequently on the podcast which is messaging. But I said something in an episode a while back and a amazing client of mine and who is an amazing supporter of Hirsh marketing sent me a message and was like, I think you should talk about this more on the podcast because I don’t think enough people understand this and it is what made such a huge difference in my business. And she’s right and she is one of our very, very successful clients. She knows her ideal customer, she knows her messaging. She has an incredible offer.

She works really hard. I mean, she’s like the a plus student of a Hirsch marketing client. And she’s a great example of someone who’s mastered what I’m gonna talk about. And that is this idea of psychographics and defining your ideal customer’s psychographics. So in business in general, when you’re starting or you know, you take a program or something, a lot of people tell you to define your ideal customer. That’s obviously really important. Who you go and you know, are trying to find and attract. You need to know who that is. But the way that most of the time they talk about it is either demographics, so age, gender, education, marital status, all of those things. Or very surface level, like they are an entrepreneur or they’re a mom or they are you know, a health coach, really surface level, right? So, defining things that are very black and white demographic type of descriptions.

What people don’t go deep enough on in teaching or telling you to define is psychographics. And that’s the emotional side of somebody and that is what you’re going to attract somebody with. Honestly, it doesn’t matter as much. Age, gender, marital status, any of those things, education, income, those don’t matter as much if you can nail the psychographics because what do people ultimately make all of their decisions around emotions, fear, pain, frustration, desire, that is what people make decisions for. So if you can understand these and define them, your marketing will instantly be so much more powerful and effective. So I have some questions for you guys to define, and this is gonna be pretty tactical because I’m gonna share these with you guys and then you get to go define this and I promise you like if there’s one thing that you can take from me, it is seriously this because this is something that I have all of my students do when they come into a program.

So like launch your funnel live, this was our first week. This is something we pull out of clients on our messaging call that we do when someone signs on and or in their intake form. And so we will not move forward without this because you cannot create powerful marketing if you have not defined this. And so if you haven’t done this yet, I can almost guarantee you that you will have so many takeaways and get so much depth out of doing this that it will make a difference in everything you do in your content, in your social media, in your emails, in your ad copy, in your strategy, in everything. Because first, you have to have an understanding to then be able to go take the appropriate actions and create the best strategy and create the best content and say the right things and connect with your audience.

So these are questions that you can answer, and this is again what I have everybody do in the first step of marketing. And you also are never done with this because these things can shift and change. And so if you have a new offer or you’re going through shifts and changes in your business, you need to really address this and make sure this is still relevant to what you had before. So the first question that you can answer is what are all the major frustrations your ideal customer has? And being super specific here, like don’t go broad. Broad is fine to start, but if you go broad and you say, you know, oh, my ideal customer is really frustrated about losing weight, okay, but what’s even deeper? Did they not know what to eat? Do they not know how to read ingredient labels? Do they not have enough time?

Are they lacking motivation? Like what are specific frustrations as specific as you can possibly get that your ideal customer has? And you should be able to come up with like 20 to 25. You should be able to come up with a lot. It’s not like two things that are very high level. You wanna go a couple layers deeper with what those frustrations are because that will drive your future copy and your content and allow you to stand out. So that’s the first thing. The next question is what are their fears? What are they afraid of? What are they afraid of deep down that they’re not even voicing and that they’re not even telling people but they have that fear? So for me, if I was to answer this question, my ideal customer is afraid of failing. They’re afraid of spending money and having it not convert in their marketing and that that now matters and holds value in their own self-worth and their ability to run their business.

They’re afraid of putting themselves out there and failing. They’re afraid of putting themselves out there and being judged. They’re afraid of making the wrong decision. They’re afraid that they’re not cut out for this. They’re afraid that they can’t actually have a successful business, whatever successful means to them. You see how specific I’m getting and I can feel those frustrations and fears, sorry, fears because I know my ideal customer. How do you think I can talk to you guys? So specifically on this podcast, I understand you on such a deep level because I also am you <laugh> and so I really do understand, and if you are not your ideal customer or a past version of you is not, you have to learn and understand that person. So what are their specific fears, those deep level fears? Because what do you think people ultimately make decisions around it?

Is that like if you can actually speak to someone’s fear of failure or fear of not being good enough, like those are primal deep level fears that most people have, but how do you tie that into what you are doing and the problems you solve? The third question is, what are their dreams? If you could wave a magic wand and make it happen for them obviously as it relates to the problem your business solves, what would those things be and what are the language, what’s the language they use to describe those dreams? What are they saying that they want? What are they saying is the best case scenario? Or you know, like the, the, if you were to say, Hey, in 90 days I could make anything happen for you, what would that thing be? What are those dreams for my ideal customer, it’s that they have marketing that works consistently.

They don’t have to wonder if their business revenue is gonna come in or not, if their business is gonna grow or not. They don’t have to waste money and have the feeling that things aren’t gonna work out. They have a, a, a strategy that shows them that they’re growing month over month, week over week. And so really digging into what are their dreams, what is their ultimate desired outcome? Which brings me to two more. These aren’t questions, but these are, this is part of the exercise that I have people go through. So these are two statements that are really powerful in defining your ideal customer. And, and the key is actually getting them to one sentence. And the reason that’s the key is because it gets you to a point where you’re so clear and you’re so specific on the answer that then it benefits all of your other messaging.

And even though it’s one sentence, it creates a level of clarity that you probably didn’t have before. So the first one is, what is your ideal customer avatar’s core problem? What is their core problem? And you have to describe it in one sentence with the language that they would use if you were sitting at a coffee shop with them or you went out to dinner with them and you were hanging out casually, what would they say their core problem is in one sentence? And then the second sentence is, what is their dream outcome? If you were to say, Hey, again, wave a magic wand, I’ll make that happen for you. What is that dream outcome that they would say in one sentence they want as it relates to the problem that you solve? By getting it down to one sentence in their language, you’ll have more clarity all the rest.

And this takes some time and it takes some refinement because the other key is you have to use their language. That is a big mistake that a lot of people make is they’re like, I just had this with a client. I was looking through one of our strategy presentations to provide some feedback on the backend. And a lot of it was like, oh, like we’re gonna help someone get into alignment. And I’m like, I don’t think that’s what people are saying. I don’t think someone’s going around saying, I just really need to get into alignment. Like that’s not what they’re saying, right? There’s other underlying things that they are saying that are actually their, their desire, their dream outcome and their problems. And so you need to use the language they use. And oftentimes you might think it sounds too simple and you want it to sound simple.

Now, the surface level is different than simple. Like you need to go deep with it and you need to hit on those emotions and those core things. But simple is okay because people understand simple, right? We relate, it’s proven that we actually relate to a low level reading level because then we can all understand it, right? So flushing this out will give you clarity that will impact all of your marketing. The last thing is not a question, but it’s just taking the time to really get in the head of your ideal customer. And this is something I think I naturally do really, really well and it’s why my marketing strategies always work well and why I’m able to pick things apart for clients is before we move forward with a strategy or an offer or anything, I always put myself in the position of that ideal customer and I’m like, no, I don’t think I really want this like this.

It’s missing something for me. It’s too surface level or it’s not addressing my pain points. And even without me having a deep level understanding of somebody’s ideal customer, I can still pick this out pretty well if I understand from a high level who they’re trying to attract and what their offer is. And so if you can do this on a deep level, this will help you. And if you’re going well, I don’t have a ton of ideal customers to talk to or how do I do this? I think you can find the answer to that. You can go look in Facebook groups, go find communities, go look on social media, how people are interacting with certain profiles. Maybe you can get on some calls with your ideal customer and ask them these questions. Like literally just take the questions I just told you in this podcast episode and go ask people who are your ideal customer and get their answers and go specific with it.

You will get so much insight that will drive your strategy, your messaging, your offer, your offer positioning, all of it. If you are feeling stuck in your business right now, something isn’t working, likely the answer is within the messaging. It’s within the way you are communicating, the way that you are presenting what you sell. Or maybe it’s what you sell and you’re disconnected from what people actually want based on their frustrations, fears, desires. Maybe you became disconnected from that or maybe you never were fully connected to that. And I think the faster you can realize that and unattach yourself from the answer, like you need to go into finding the answer to these questions without trying to control it yourself. Cuz if you’re like, well, they think they want this, but I know that they need this, like, you’re already in trouble if you’re thinking that because you are not gonna change what somebody wants.

What somebody wants is a very personal thing and you can absolutely give them what they need on the inside, but you’re not gonna be able to go up and convince people like you need to not want that, right? You need to connect with them around their desires, around their frustrations and fears. And then once you build that trust and connection, you get to give them what they need and give them the support and, and all of that. So if you answer these questions or you go do the research and build the connection to be able to answer these questions, I promise you 150000% your marketing will improve immediately. And you will also get clarity around things like your strategy, your content, your offers. So if you haven’t done this in a while or you’ve never done this, this will make a huge impact in your marketing. I hope you guys found it helpful and I’ll talk to you next time.

Thanks for listening to the Not for Lazy Marketers podcast. If you love this episode and want deeper support with your marketing, head over to help my strategy.com to see how Hirsh marketing can help take your marketing to the next level no matter where you’re at today. We help our clients scale faster than ever, find hidden leaks in their funnel, experiment with new creative marketing strategies, and help their business explode and be more profitable than they ever dreamed possible. Head over to helpmystrategy.com and see if you qualify for a free strategy audit with Team Hirsh.