Hi Reader,
Every Monday I bring you one thing worth knowing and one thing worth trying.
This week:
→ Why "everyone needs this" is a trap (and the $5,000 retreat that proved it)
→ Three customers, three paths, one wave
→ Two reads on finding your people
→ Your free Lead Generation Blueprint, plus what's coming next
→ A prompt that helps you see your best customer clearly
Let's get into it.
The big thought...
Say you're a life coach. Who needs you?
Everyone, right? Everyone has a life.
That is the trap.
When almost anyone could use what you offer, your market feels huge. In practice, your message lands with no one.
I did a quick search.There are a dozen or more kinds of life coaches. Career. Relationships. Health. Midlife. And because it's life, I bet there are more.
So the real work starts after "everyone." What kind of coach are you? What stage of life is your person in? What is their next step? And the good old question: can they pay your fee, and are they willing to?
A client of mine sells mountain bike apparel. Really good gear, and strong branding. Then they planned a retreat for mountain bikers. Same people, same passion. It made sense.
Except a lot of their customers were students. They could buy a sweatshirt or t-shirt. They could not buy a $5,000 retreat.
Same brand. Different offer. Different customer.
Here is what makes it more interesting. Even once you know who your customer is, they don't move in a straight line.
I mapped three customers from above. Same brand. Same offer. Three completely different paths.
- The Quick Yes. Saw it. Wanted it. Booked it.
- The Careful Researcher. Reads everything. Circles back. Twice.
- The Drifter Who Returns. Interested. Then life happened. Then back.
If your marketing only works for one of them, you're missing the other two.
This is the Customer Frequency Wave. Your customer is not a fixed point.
The real question was never how to push them through the funnel. It's this: where is your customer right now, on their way to you? This is where the right message at the right time is your goal.
Know who they are. Know where they are. Then meet them there.
You can read more about it here!
Note: You don't need to download the PDF on this page above. I have it easily set up for you below, no email needed! ⬇
Worth your time this week.
Niching Up (Seth Godin)
Forget "niche down." Find the smallest group that's enough, and serve them so well they'd miss you.
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How the Customer Journey Has Changed
(Ivana Taylor)
The channels keep changing. The customer doesn't. Here's the one step most owners skip.
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From the Studio
I built something to help you answer that question for your own business.
The Lead Generation Blueprint is a free guide. I wanted to stay away from PDF’s, we know we’ve had many! This is good though. Five simple steps, about 30 minutes, with a worksheet and an AI prompt for each one. You'll pick your right person, give them a reason to say yes, and plan how to capture and follow up.
The worksheets are where the thinking happens. The prompts help you drill down when you get stuck.
Grab a coffee and a pen. DONE beats perfect.
If you love this and want to delve further, I'm in the depths of building a short on-demand course called Find Your People. It takes Step 1 all the way. You'll build a real customer profile from real research, rewrite your bios to speak to that person, and start an email list you own.
Everything I build is for one reason. An outcome you can use. Not theory. Since you’re already part of the tribe, I’ll let you know when it launches and you can check it out!
Prompt of the Week
This one comes straight from Step 1 of the Blueprint. It works because the AI asks you the questions, one at a time. The answers come from your experience, not a generic template. In real time, you can develop your ideal customer. Note: Lately, with the use of AI Chats increasing, I’m finding many customers are changing too. So be open to new ideas to test and new customers to bring onboard.
Credit: from the Studio
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You are the top 0.1% expert in customer research for [your kind of business]. I want to understand my best customer deeply. Ask me 7 questions, one at a time, about who they are, what they believe, what frustrates them and what they hope for. Then write a one-paragraph profile in plain language.
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Want to take it one step further this week? Add this line to the end: "Include what stage of life they're in and what they can realistically spend." That's the sweatshirt-or-retreat question, answered before you build the offer.
One thing to understand. One thing to try. That's the move.
You've got this. And now you've got the tools to prove it.
Kate Kozak
Kateology AI Studio | Kateology.ca
