The "ideal client avatar" concept is broken (Ep#6)

Send us a textIs it ever "OK" to use psychology tactics in your marketing if you are an ethical marketer?If you don't - will you ever make sales?In this episode I'm opening up the discussion, and exploring where to draw the line between techniques that help with communication, and techniques that border on manipulation. By the end I hope you'll feel more comfortable with where you draw that line (it will be different for all of us), and I share my guiding principle that will see you right however you are sharing your sales message.Comment below with your thoughts, I plan to revisit this topic in the new year and would love to open up a discussion including your views!You can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validateFind me on socials!LinkedInFacebookInstagramYouTube

Send us a textYou're talking about pain points...you're talking about the end goal, you've got the solutions...but no one is listening! Logically, you're messaging is spot on but it's not landing with your audience and it's hitting your sales. In this episode of The Upside-Up Marketing Podcast I'm looking at three why that might be (four actually because I thought of a bonus one too!) and what you can do to fix it. You can get your copy of the Ideal Client ANTI-Avatar here: https://www.orangesheepresearch.co.uk/antiYou can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validateFind me on socials!LinkedInFacebookInstagramYouTube

Send us a textThis is an episode about why most small businesses' market research sucks - and what to do instead.“I’ve tried doing research calls with my ideal clients, but they’re not my priority - they don’t tell me anything I don’t already know”You hear marketers and copywriters (and let’s face it, me) banging on about doing your market research. But if you’re like a lot of the businesses I work with, you’ve tried that before but are finding you’re not really getting much out of the conversations, people are saying what they think you want to hear, and you sense you’re not really getting beyond the top-level superficial stuff.  (In fact, you strongly suspect if you put your questions into an AI-bot you’d get better responses!)Today I wanted to get into the mud of why a lot of market research sucks, and what you can do instead to make sure you get what you need from it – the insights that will tell you exactly what you need to sell and exactly how you need to be talking about it. I’ve been doing this over 20 years so I’ve seen the good the bad and the ugly.Then at the end I’ll give you the secret to the BEST question you can ask in EVERY ideal client research conversation you have – the one that REALLY brings out the gold!You can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validateFind me on socials!LinkedInFacebookInstagramYouTube

Send us a textYou've put all that work into building an audience for your business, but it's all for nothing if people aren't actually reading/watching/listening to the content you put out.In this video I'm sharing a shift in thinking to help you create content that serves both your goals as a business, and your audience's goals - keeping them in your audience, boosting engagement and ultimately leading to more sales.Plus an AI-free exercise to make sure you never run out of unique relevant content again! You can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validateFind me on socials!LinkedInFacebookInstagramYouTube

Send us a textIf your offer's not selling well, how do you know where the problem lies? Is it the wrong offer for your audience?And if it is, do you change the audience or the offer?That's what we're talking about today in the Upside-Up Marketing Podcast - as well as what you can actually do about it.As a solopreneur running your own small business, this all falls to you so my aim is to help you focus on the right things - the things that matter - to you and to your ideal client!You can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validateFind me on socials!LinkedInFacebookInstagramYouTube

Send us a textIf you're a team of one, building a sustainable business from low ticket (cheaper) offers is exhausting.In this episode I talk about adding a high ticket (higher price, higher value) programme to your offer suite.We go through how a high ticket offer can benefit your business, and, critically, how to create one that people actually want to buy.Oh and you get to find out why I was disqualified from school sports day!You can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validateFind me on socials!LinkedInFacebookInstagramYouTube

Send us a textSales calls suck. Wouldn't it be so much better if your sales page was so on point people could click to buy without having to have a conversation with you?That is what I want for you! So I made this episode covering the differences between the two, and the things you need to consider if you want to sell through your sales pages alone.You can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validateFind me on socials!LinkedInFacebookInstagramYouTube

Send us a textIf you find yourself relying on the same old cliches when you're writing your sales copy, and if you're being honest with yourself your content sounds pretty similar to everyone else's in your niche...this episode is for you.You see, there's something the business gurus aren't telling you about your ideal client. And it's stopping you from making sales.Learn the one big shift I help my clients make in the way they approach their business - and sharing the how-to so you can have a go for yourself.Plus I share a question you can ask your audience TODAY to make a start applying this in your business (it's a fun one this week!)LINKS: You can download your copy of "The Ideal Client Anti-Avatar" that accompanies this video here: https://www.orangesheepresearch.co.uk/antiMy low cost resource with 104 questions you can use to understand more about your audience (whilst also getting great engagement on your content is here: Unlock your audience https://www.orangesheepresearch.co.uk/104questionsYou can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validateFind me on socials!LinkedInFacebookInstagramYouTube

Send us a textIf you've never quite managed to figure out who your "ideal client" is, or you thought you had but don't seem to be attracting many of them, this video is for you.The whole concept, or the way it is typically taught at least, is broken, and it's a real problem for everyone who is trying to market online in 2024.If you find your "ICA" is an arbitrary collection of characteristics you feel no connection to, it's time for a new approach. The "Anti Avatar" approach.You can download your copy of "The Ideal Client Anti-Avatar" that accompanies this video here: https://www.orangesheepresearch.co.uk/antiYou can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validateFind me on socials!LinkedInFacebookInstagramYouTube

Send us a textEvery guru out there is telling you you'll succeed faster if you "niche down" - that is, get more specific on who your business is serving.But you love variety. And besides, your service works for everyone -  and, let's face it, you need more clients - so why would you want to exclude anyone?The brutal fact is that if you are trying to speak to everybody in your content and with your offers, you will end up being heard by no one.But if you love the variety your work brings - what can you do instead?This video shares a new way of niching that focuses on what is really important. It is the first video in a series of three talking about what has gone wrong with the whole "ideal client" thing - a cornerstone fundamental of business that so many struggle to get "right". You can download your copy of "The Ideal Client Anti-Avatar" here: https://www.orangesheepresearch.co.uk/antiAlso mentioned: Tad Hargrave, Marketing for Hippies www.youtube.com/@marketingforhippiesYou can download your complimentary guide to "Three Techniques to Validate Your Offer Before You Launch" here: https://www.orangesheepresearch.co.uk/validateFind me on socials!LinkedInFacebookInstagramYouTube