In my 15 years of doing business, I've never heard this critical business concept explained so perfectly.
On this episode of Marketing Secrets Russell lets you listen to how John Lee Dumas describes his ideal and perfect customer. Here are some cool things you will hear:
So listen here to find out what John Lee Dumas’s perfect customer is like, and how you can nail yours down as well.
---Transcript---
What’s up everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. Today I’ll take you behind the scenes of our recent affiliate mastermind talking about building out your customer avatar.
Alright everyone, so this last week we did an affiliate event for my top 20 affiliates for the Expert Secrets book, which was really cool. We had them all fly out here to Boise, we hung out, shared ideas, talked and it was really, really cool. In fact, the next few episodes of the podcast, I’m actually going to do right here in my home office. I’m here right now and I’ve got my notebook with a whole bunch of cool stuff and there are a whole bunch of really good takeaways that I think were valuable enough to share with you.
We also happened to film the event, so I’m going to get Brandon on my team to grab some of those clips and plug them into here so you can actually see some of the footage and some of the ideas and concepts, I think are really, really important. I know the last few podcasts I’ve done have been some long ones. Some an hour long, 90 minutes, so I’m going to get back to a shorter form to share some of the really cool things.
So first I want to talk about JLD, John Lee Dumas from Entrepreneur On Fire, who is I think the number one Clickfunnels affiliate right now. He’s going to be the first affiliate in Clickfunnels to make a million dollars himself, that’s his goal and he’s killing it. He’s also probably one of the lowest maintenance, if not the lowest maintenance affiliates I’ve ever had and partners. He’s just an awesome dude, and I love him and love working with him and it’s awesome.
So he was at the event and what was cool was that we had him do some Q&A with the group and somebody asked him, “I’m building a podcast,” and the first thing JLD asked was “Who’s it for?” and they’re like, “It’s for this kind of person, this kind of person, and this kind of person.” He’s like, “There’s your problem, you need to be able to identify exactly who your person is.” And then he went into this state where he shared exactly who his dream customer, his dream client was. I’ve never in the history of me doing this business, which is now 14 or 15 years heard someone more perfectly explain their customer avatar than JLD did in that moment. And I’m so glad we got it on film. I’m going to play that clip for you right now so you can see exactly what he said.
And as you’re listening to this I want you thinking through that because that is how clear you have to be on exactly who your customer is, and that way you create your product, your podcast, whatever it is you’re doing, you match it to your customer and that is the secret. So let me show you that clip right now.
JLD: So who’s you’re perfect listener?
Audience member: Our perfect listener would be a business owner, or an entrepreneur, or a real estate investor.
JLD: So that’s really vague. Perfect listener should just be that one individual that you see as that perfect, ideal client. Because once you’ve made that step and that decision as a podcast host, everything changes. So for me, when I was trying to figure out what I wanted Entrepreneur On Fire to be I was overwhelmed because it was hard for me to find what the path that I wanted to take my listeners on.
When I really sat down and said okay, my listener, or my avatar is Jimmy. He’s 37 years old, he has a wife and two kids ages three to five. He drives by himself to work every single day, it’s a 25 minute commute to work. He gets to a cubical at a job he hates for 9 hours. He gets done with his job, drives home, it’s a 35 minute commute home. He gets stuck in a little bit of traffic. He gets home and hangs out with his kids, has dinner with his family, puts his kids to bed, hangs out with his wife and then he has a little Jimmy pity party at the end of every single night because he’s sitting on the couch saying ‘Why do I spend 90% of my waking hours doing things that I don’t enjoy doing? Commuting to a job I don’t like, being at a job I don’t like, commuting home and only 10% of my waking hours doing things that I love. Like spending time with my kids and my family.’
Jimmy is my avatar, he’s the person that, as he’s driving to work, should be listening to Entrepreneur On Fire so that when my guest is sharing their worst entrepreneurial moments he can understand that it’s okay to fail. That you can learn lessons from failure. And that when he’s driving home and my guest talks about their aha moment, he can talk about how you take an aha moment and turn it into success. And then instead of having that pity party at night by himself on a couch, he can listen to the lightning round where my guest is sharing their best advice they’ve ever had, their favorite book, their favorite resource, so he can start to put together the pieces of the puzzle.
So for me, whenever I come up to any question I have above the direction of my podcast, I go to my avatar and I say, “WWJD, what would Jimmy do?” And I know from that one answer that that’s the way I gotta go. So if you sit down and really say hey, this really is the one perfect listener of my podcast, then you’re going to know that person inside and out. You’re going to know where that person hangs out, what Facebook groups they’re in, what LinkedIn groups they’re in. How to advertize to them, what lead or ad is going to be appealing to them on Facebook, that’s going to get them to download it and be promoted to your show.
And again, this is you ideal, perfect client. You can probably picture right now, this person that whenever he sits down in front of you, you’re just like, “Dude, you’re like my favorite client.” And he’s like, “I know I’m your favorite client.” That’s the person that you want to be drawing in. So if you sit down and really just figure out who your perfect one ideal listener is, everything changes from that point forward and all the decisions you make are based off of that. So every piece of content you make for your podcast is speaking to that avatar, that one person. Every call to action you give, every intro, and every call to action, and every outro is for a specific purpose.
So for instance, in my podcast, Entrepreneur On Fire, you’ll hear me, I have seven rotating calls to action on my intro’s and outro’s. One’s going to say, “Hey this John Lee Dumas of Entrepreneur On Fire where I interview the world’s most successful entrepreneurs 7 days a week. By the way if you’re struggling with a goal right now, you should check out the Freedom Journal, because I teach you how to accomplish your number one goal in 100 days, so visit thefreedomjournal.com” And that will be one call to action that will bring people down one specific funnel that will result in them purchasing my journal, the Freedom Journal, for $39.
And then I have the call to action in my outro that says, “Hey guys, I hope you enjoyed the chat with Russell today. He rocked the mic as always. Oh, by the way, if you’re thinking about creating your own course, your own podcast, I have a free course called Free Podcast course, it’ll teach you how to create, grow and monetize your own podcast in 15 days.
So then they’ll go to that URL, they’ll sign up for the free podcasting course, which lead them to my free master class, which I do every two weeks live. And then the master class will lead to me pitching them Podcaster’s Paradise, which is what we have for our premium podcasting community. So every single call to action I have is for Jimmy to take him into one of my 7 or 8 functioning funnels that I have to result in some kind of revenue being generated at the end.
So I think the steps you can and should take is really nail your avatar, understand who that person is as an individual, and then start creating one, two, three calls to action that you’re using in your intros and your outros that are getting them into a beginning part of a funnel, that’s going to result in your ideal action, which might be a phone call. Which might be, whatever, you know, investigating their first dollar with your company. Whatever that result is, that’s the funnel you’re taking them in. Does that make sense?
I hope you guys loved that. As he was talking I was trying to take notes. I’m like, oh good we got a video. It’s pretty powerful and I want to make sure you guys all know your customer avatar that clear as well. If not, it’s time to do your homework, stop the podcast and go think through that. Because as soon as it becomes that tangible, where you know who they, everything else becomes easier. With that said, thanks you guys so much for listening and we’ll see you on next week’s episode of the Marketing Secret’s podcast.