I’m a sucker for products that make me feel like a better mom, so I’m a big supporter of Jessica Alba’s super safe products that range from kitchen cleaners to hand sanitizer. Yes, The Honest Company leaves me feeling like I should be given some awesome mom award because clearly, I’m shielding my daughter from chemicals and other toxic things that lurk in “regular” products. I also feel like my wallet is a bit lighter because a bottle of shampoo+body lotion that will last three weeks (at best) costs me a cool $10. Why do I spend so much on something I could score for way less? I’ll tell you why, and show you how to use the same technique to land your ideal clients!
When it comes to cleaning and personal care products, conversations in my home often go something like this:
Me: “Darn it, honey, you got shampoo with paraben in it again!”
My guy: “Huh? What’s a paraben?”
Me: “Ugh! I don’t know! But it will give Dakota cancer when she gets older! Just forget it, I’m going to Buy Buy Baby.”
My guy: Biggest eye roll EVER.
Honestly, I have no idea what parabens are. I had to Google how to spell it, because apparently, WordPress spell check doesn’t know what the heck it is, either.
But what I can tell you is this: they are bad, and I am a good mom if I use products that do not contain them. How do I know that? Because Jessica Alba said so, that’s how. She also knew I was one of her ideal clients, apparently.
I mean, really, how stupid is that?! It’s like me reading a blog post somewhere that says rubbing dog poop on your pimples will make them vanish, and then running to the backyard to dig some recent deposits out of the poop can.
I latch on to these overpriced, health conscious items because of how they make me FEEL. The Honest Company knows a thing or two about marketing, and knows that by tapping into the desire to feel (and let’s be real, be perceived) as a good mom, they can slap a price tag onto any item and be stocking orders faster than you can say “what the heck is a paraben.”
What does me being a sheep when it comes to the products I stock in my daughter’s bathroom have to do with your business?
If you’re not marketing to your ideal clients in the way The Honest Company is marketing to me, you’re doing it wrong.
The Honest Company has only been on the scene since 2012 and is projected to hit at least $250 million in revenue in 2015. That’s no small peanuts, my friend! Jessica Alba graced the cover of Forbes Magazine’s “richest self-made women” edition, which is impressive for an actress most people likely didn’t take seriously when she first put on her business woman suit and set out to conquer the world, one super cute eco-friendly diaper at a time.
The Honest Company has done this by counting on the fact that parents want what is best for their children, and that they will pay high prices for the peace of mind that comes from feeling like they are keeping their children, safe, healthy, and smiling.
So, take some time to think about your ideal clients. What are you offering them, that fills a need?
How can you tap into those feelings? Maybe it’s their longing for a healthier lifestyle, or their desire for the perfectly executed wedding, or the need to handle money better so they can buy their dream home someday. Get specific, and imagine what it feels like for them to be living without the means to fulfill those voids. What words come to mind to describe how they might feel right now when they ponder the gap between where they are, and where they want to be?
Now, think about how your product or services would close that gap and give them exactly what they need.
What would it feel like for them to stumble upon your website, and discover you are JUST what they’ve been looking for? Would they break out into a happy dance? Spend an hour scouring your site to soak up everything you have to offer? Bookmark it and come back to it in a few days, after agonizing on if they should pull the trigger and hit the “buy now” button?
Go a step further, and think about how they would feel after you swooped in and rocked their world.
How would fulfilling that need feel to them? What opportunities would have opened up that now that they’ve allowed you to swoop in and say “don’t worry, I’ve got this handled!”?
Once you tap into the desires of your ideal clients and put yourself in their shoes, marketing to them will get a whole lot easier!
Do you struggle to find ways to connect with the types of people you want to attract? Share your experiences in the comments, or click here to send me an email, and I will help you brainstorm some ideas!
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