The Witch Factor: How to Magically Reach Your Ideal ClientStudy after study shows that, as consumers, we buy with our emotions and then rationalize our purchases with our rational mind.

That’s why advertisers spend millions of dollars trying to touch your heart or tap into your emotions.

That’s why brands like Gerber and Chips Ahoy used neuroscience to study shopper emotions, and improve their package designs.

That’s why every time Apple releases anything, you can’t resist. Apple knows you better than you know yourself.

All of this is fine.  And it’s true.

But there’s something even more true than data.

I call it The Witch Factor.

When I first started my blog, I noticed that occasionally there were commenters who asked me with increasing regularity if I was a witch.

Not a bad witch.

But a good witch.

They thought I could read minds. They accused me of watching them in their offices. They said they woke up needing the exact article I had just written.

I’m not a witch.

But I do know my ideal client really really well.

Now that I teach this stuff constantly, I’ve watched my own clients experience the Witch Factor as they become clear with their own marketing.  They get the same accusations (even the guys!) from prospects and clients who are so grateful that someone actually “gets them” that they make a joke as they’re pulling out their credit cards to sign up:  “Are you a witch?”

Of course you’re not.  But when you start to talk to your Ideal Client in your marketing, your emails, your education, your articles – she feels understood.  She feels like you get her.  You know her so well that it feels stunning to her that someone is finally speaking her language.

It doesn’t need to be deep painful horrible stuff. (Though it can be).

It doesn’t need to be all that significant. (Though it can be.)

It’s just that if you have a product or service, your job is to understand exactly who you are selling it to and why they need or want it.

And no, I’m not talking about “demographics.”

This is deeper than that.

You’ve heard the expression that people buy from people they know like and trust. That is exactly what we’re doing here. We’re building trust. That’s all. We’re getting them to know that we get them.

How do you do this?

Well, some of this is slow, evolving work – but some of it, you can do just because you already know who you love to work with.

What do you need to know about your Ideal Client?

Well, you need to know that your Ideal Client has dreams and what they are.

You need to know that your Ideal Client has desires and you need to know what they are.

You need to know that your Ideal Client is making mistakes and you need to know what they are.

You need to know that your Ideal Client has fears and you need to know what they are.

You need to know that your Ideal Client has doubts and you need to not be surprised when any of them pop up.

You need to know that your Ideal Client has objections to what you’re selling and you need to know what they are and how to overcome them without overwhelming her.

This is often dismissed as the “soft” stuff.

It is not the soft stuff.  It’s the hard stuff.  Which is why, once you do this, you don’t have to learn lots of sales tactics to convert prospects into customers. And it’s why many people have to resort to sales tactics and have to be pushy when they sell to you. They haven’t done the important hard work.

The question is: Will you?

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So tell me, my peeps.  Does this idea ring true to you?  Do your clients appreciate it when you “get” them?   Tell me in the comments…

 

10 COMMENTS ADD A COMMENT
  • Diana

    I have been asked how I know the things I do. I’m not always sure. I’m an INFJ personality. I’ve worked around people my entire life, in retail. You have to know what appeals to your customer in retail.
    I get gut feelings about things and I’m just always right. It’s a blessing but not always.
    I deeply care about people and perhaps that makes me more in tune to what they are saying, or needing.

  • Julia

    Hi Christine,
    I really thought I understood and was doing all that you have talked about in this post and have been very focused on forming a relationship with my clients, but boy most times I put in a big effort massaging the relationship and still they baulk at pressing the “buy now” button (metaphorically). Your article, as always, really gave me food for thought that maybe I am not focusing on what they want from me and providing it, but about how much they like me and like to chat with me (if only I could get paid for that!). Thanks for giving me some clarity.

    • Christine Kane

      So Julia – the marketing is where you build the relationship and establish the trust. But at some point, you do have to SELL, meaning you have to make the offer and let there be some tension in that process. The thing I’m hearing here may be a mindset issue of wanting to be liked… and letting that bleed over into the sales piece of what you do – and so you do a little free stuff here and there and people get used to that. Obviously, I can’t say for sure, since I don’t know your business – but see if that rings true.

  • Wendy

    As a therapist, this happens all the time. In fact, more than once I’ve had a client look up with this sudden, startled look in their eyes, and say “How’d you know that?” I think it worries them a little when I tell them that I just read their mind, that’s all. 🙂 LoL!

    Truth is, I pay Attention, really, super, close attention – to every breath, every glance, every word… and they tell me a story they don’t even know they’re telling. It is, indeed, like being a little psychic…

    Now, if I can figure out a way to do that through my blog posts, websites, info products, and Adventures….well, then we’ll be rockin’ and rollin’!

    • Christine Kane

      Wendy, Excellent point!

      Many of my clients are amazing at their skillset – but learning how to then take it and translate that into their marketing is the challenge. So, you start by coming up with titles based on the aha’s people have had in those moments. I use my clients’ stories as jump off points for article ideas all the time. (mine too.) I think it’s really just about getting started and being willing to do it badly at first!

  • Danny Head

    I get the comment “You know me too well!” quite often, and it is just like you described. I laughingly tell them that I am psychic. The truth is, I have observed my customers, and I have learned to be able to pick up on their emotions and body language enough to read some of them like a book. The joy of seeing them light up, because I have been paying attention, makes working them that much more rewarding.

    • Christine Kane

      Awesome Danny. That’s exactly how it works! Sounds like you’re doing great stuff!

  • Raederle

    I have had people write me and tell me that they felt the message I sent was “just for them” and I feel really special when that happens. But how do I get into the mindset of my ideal client? Do I just imagine it? Do I ask people I know questions until I find answers? Should I create surveys?

    • Christine Kane

      Hello Raederie! Great question!

      And I think it’s a combination of asking them, observing them, surveying them. It’s not all one thing. I know my client so well mostly from listening to their objections, watching them fight me when I’m coaching them in front of the room, seeing when something finally breaks through. It’s truly been a process. plus, I have done surveys and I also ask a ridiculous amount of questions. What if you started every conversation with people whenever you network with this question: So, what’s your biggest challenge in…” ? (And obviously – you’d fill in the blank with whatever your industry or service is.)