If you ever feel like your content doesn't really connect or maybe you struggle with knowing what type of content to create, I'm going to encourage you to take the five-year challenge to get clear on who your ideal clients are.
Take the 5-Year Challenge
When I talk to small business owners who struggle to know what type of marketing to do for their small business or how to get clear on their messaging, I usually ask who their ideal clients are.
They always tell me a very, very broad answer. One of the first things they might say is, "My ideal client is someone who is between 24 and 55 years old." The thing is, the more specific you are, the better results you get. When I work with my clients, I encourage them to narrow down the age group of their ideal clients to five years.
So instead of saying 24 to 55, I encourage them to narrow it down to let's say 30 to 35. Now, before you call me an ageist, it's not about excluding anyone from your business. Getting specific with who you serve helps you get specific with your messaging.
I heard the concept of the Five-Year Challenge a long time ago, and I wish I remembered where I heard it. This idea of narrowing your ideal clients down to a five-year age gap really stuck with me. Since then, it's been a game-changer. And I've been sharing this wisdom with everyone.
Get Specific with the Who
The more specific you are with the Who, the more specific you are with everything else. Let's say you're a fitness coach. There are tons of people who could use your services. But having an idea of a very specific group of people will help you get clear on a very specific result which leads to the creation of better services, experiences, visuals, etc.
Let's keep using the fitness coach as an example. Someone in their early twenties might have different motivations than someone in their fifties. Someone in their twenties might want to get a fitness coach because they want to get in shape, wear certain clothes, or look a certain way (aka ripped).
Someone in their fifties might hire a fitness coach because they need more energy to keep up with their family. Maybe they are starting to have health issues and they really need to get fit so they can live a longer, healthier lifestyle. If your content is based around having more energy to keep up with family or travel the world or solve some of your health issues, your content probably won't resonate with someone in their early twenties.
When I was in my early twenties, I didn't have kids. I definitely had a ton of energy, and I didn't really have to worry about health issues. Being more specific with your age group will help you understand what motivates them.
Create Messaging That Connects
Overcome the struggle of knowing what type of content, messaging, services, and visuals to create for your target audience. Take the five-year challenge and see how it can help you build a cohesive brand that attracts your ideal clients.