188 - Developing Your Client Avatar & Unique Selling Proposition with Alex Frees


If you want to grow your small business fast the best way to do it is to identify your client avatar (your ideal client) as soon as possible, and then develop your USP - Unique Selling Proposition based on that avatar. 

My guest today, Alex Frees is a Marketing Strategist. He is a frequent speaker and consultant in the areas of marketing, sales, business automation, and client/customer selection, cultivation, retention, and referral, and he is currently the Director of Marketing at Credit Suite which was recently ranked on the Inc 5000 list.

What is a Marketing Strategist?

A marketing strategist develops strategies and processes to enhance the marketing of a business. Marketing is a driver of revenue; it's not an expense. 

The Client Avatar

Many companies think they need to market and sell to everybody, but this is a mistake. 

It's similar to niching down your business, except you are niching down who you are selling and marketing to. It seems like a daunting task when you're first starting, but it is very worthwhile in the long run. 

When you find the right avatar, it lowers your marketing costs and increases retention.  

Marketing to the Wrong Avatar

When you sell to someone who is not your ideal client, it costs you more in the backend with unhappy staff, increased complaints and problems, and can waste your time. 

You need to create an Anti-Avatar, find out where they hang out and make an effort not to go there.  

Never Too Late

It's never too late to start evaluating who buys the most, working out where your profits are coming from and making decisions on what is not working. 

You should review your marketing and avatar every six months to make sure you're on track or if you need to make changes.

Knowing your avatar lets you know if you should be concentrating on old-school marketing or digital marketing. 

Digital Advertising

You have to play around with digital advertising to see what works. Just doing something once is not good enough. Poor results could be the result of poor copy, the wrong image, or poor targeting because you didn't know your avatar. 

USP - Unique Selling Proposition

Your USP quickly tells your customers why they should buy from you and not your competitors, by answering these three questions:  

  1. What do you do well that your competitor doesn't?
  2. What does the consumer want?
  3. What problems are you solving? 

If you take a look at the Venn Diagram, money is made in the safe spot, not that you can't make money in the other areas, but you'll need to spend more and invest more time. 

Your USP is not just used in your marketing; it becomes part of the culture of your business. 

Final Tip

Don't be afraid to test. It's always better to test and fail and learn from that failure than do nothing. 

Business Black Ops

On this episode, Alex and I mention meeting at Business Black Ops which is a mastermind group I have been part of for the past five years, run by Dave Frees. If you like what you hear about this group on this episode reach out to Lisa on +1 610 933 809

If you have any questions about this episode, please email me at email/tf)(tysonfranklin.com, or you can connect with Alex Frees on LinkedIn

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First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.

If you're a Podiatrist you may prefer to order my first book; It's No Secret There's Money In Podiatry. 

If you enjoyed this episode you might also enjoy:  

Episode 186 - Why Niching Is The Future of Small Business

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