Thread by @agazdecki

Short tread on defining your ideal customer profile (ICP) and defining your messaging.

For starters, you want to make sure you’ve got the who that’s going to be:

1. Easiest for you to sell to, and
2. Most valuable to your business in the long run.

👇👇

If you already have existing clients, take a step back and figure out what makes those high-need clients different from your other clients. Is it their…

- Size
- Industry
- Software they use
- Job role or title
- Experience

If you don’t have existing clients start by listing out all the different reasons that people might use your product.

Then zoom in on the reasons that are based on the strongest needs, because those are the needs you’ll want to be targeting.

What kind of company, what size, what tools are they using, and what job titles are involved in both the buying decision and the actual use of your product.

Once you’ve got that, you’ve got your ICP and you’re ready to create personalized messaging.

Time to define your message.

Example VP Sales at a SaaS company.

Goals: What are the main things they might be trying to achieve over the course of a...

Day? E.g. Hire new sales reps
Month? E.g. Get team to exceed sales targets.
Year? E.g. Scale up outbound sales strategy

Pains: What gets in the way of the goals above? What makes them difficult to achieve?

E.g. Not enough quality candidates
E.g. Inconsistent lead flow
E.g. Email-to-meeting conversion rate is too low

Positive Outcomes: What will happen if they achieve those goals?

E.g. They can go back to focusing on sales strategy
E.g. They’ll earn more revenue
E.g. They’ll be able to invest more money into improving their product

Negative Outcomes: What will happen if they DON’T achieve those goals?

E.g. They’ll be stuck in hiring mode, falling behind in other areas
E.g. They’ll have to find new salespeople
E.g. Their competitors could overtake them

What objections might they have about your product?

E.g. Will it help me generate enough sales to get a positive ROI?
E.g. Are my reps going to hate using it?
E.g. Does it integrate with my existing sales tools?

Once you understand your ICPs goals, pains, positive outcomes, negative outcomes, and potential objections.

You'll be able to craft messaging to help your prospects understand how you help them achieve their specific goals and address their specific pain points.