611. Expert Interview: How to Speak the Secret Language of Your Ideal Customer
Jeffrey Shaw says having a keen eye is not just for what one sees, but also for what one senses. Having been one of the most sought after portrait photographers in the U.S. for more than three decades, Jeffrey Shaw, the Lingo Guy, uses his honed intuition to teach entrepreneurs how to attract their ideal customers by speaking their Secret Language. Jeffrey is host of the popular business podcast Creative Warriors, a business coach for entrepreneurs, and author of the book, “LINGO: Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible.”
How to Speak the Secret Language of Your Ideal Customer
“I believe what markets and consumers are going to require of us in the future is that we have a deep sense of who they are. Over the last 10 years, I’ve observed that people no longer hire us because we’re the best at what we do. They are far more inclined to hire us when they feel like we ‘get’ who they are. That gets to the heart of what it means to speak someone’s secret language. It’s to really get into their heart, more than their head. That’s what creates that bond and brand loyalty we are all looking for in business.”
Why Is This Important?
“Most entrepreneurs build the business they want and then try to fit customers into it. They’re building their businesses backward. Knowing how hard it is to get customers—and how hard it is to make your business stand out—I try to ‘bust the Pareto Principle,’ the idea that 80 percent of our revenue comes from just 20 percent of our customers. I don’t have time to waste on the 8 out of 10 who aren’t my customers. So, instead, I’ve developed five steps to speak the secret language of my ideal customer. Through these five steps, once you are speaking the language of your ideal customer, they should be the only ones showing up. And if they’re not, then your branding is not good enough. It means you need to go further in understanding who your customers are and what is their secret language.”
What Are the Key Lessons Learned Here?
“Ideally, every entrepreneur would know these steps at their start-up phase. But we’re always tweaking our approach and can start using them at any time. When you learn who your real customer is and you speak their secret language, you wind up with a business where nearly 100% of your income is coming from 100% of your customers. And you have an awesome time making more money. And it’s profitable and easier than it’s ever been.”
Connecting With Jeffrey Shaw
Free LINGO Media Kit with a visual infographic of the Five Steps of the Secret Language, a free chapter of Jeffrey’s book, and an audio version of the free chapter with additional content.
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