1. Professional Marketing Resource: High Value Client Profile

2. About this resource
What? A template for creating ideal client profiles to use when creating marketing campaigns Why? Your first task when marketing your business is understanding your client: who they are, what they do, where they go and who they ask when they are looking for your services. Identifying your ideal clients lets you tailor your marketing to them. Who is it for? Professionals who want to attract high value clients.

3. About this resource
About Influential Influential is the digital agency for professionals – we help them clearly communicate their value to attract clients, build their brand and online leaders in their field. How can Influential help? Influential offers website, branding and marketing solutions for professionals.

4. What are High Value Clients?
High Value Clients are your firm’s dream client – and they see your firm as the ideal provider. As the name suggests, they are incredibly valuable to a professional service firm, but also expect something special. You can only identify your high value clients after you’ve developed your own value proposition based on analysis of our existing clients and the broader market. A high value client is one who highly values the things that only you can do.

5. What is a High Value Client Profile?
Your high value client profiles are composite, idealised versions of our high value cilents. To be most effective they should be highly realistic and personal, but based on careful study of your existing and prospective clients. Specifically - what do these clients value, want and need? More specifically, what high value services can we match to real clients to form the high value client relationship?

6. How to Use this Profile tool
We’ve prepared the high value client profile to help you create your own idealised dream client personas without any fuss or technical expertise. The template will talk you through the process and act as the medium for your finished high value client profiles. Once you’ve finished you can delete the tutorial section and use it for presentations, or share it with your team

7. Perfect Alignment
The most important aspect of creating your client profiles is understanding what HIGH VALUE means to you and your client. Remember this is more than a buyer persona – it’s a tool to help you identify your firm’s highest value and the ideal clients to match. It’s a process of pairing and aligning your high value offering, brand and message with a specific personality – the high value client.

8. The Low down
To discover your high value client profiles, you need the right information. You need to identify and understand your ideal clients. To find them, start with talking to your team, especially front line staff like customer service agents and receptionists who your best clients are – who really loves what you offer?

9. The Low Down
Identify existing customers who value your work most and interview them. We’ve given you some interview questions here to get you started – but you think of some more that are relevant to your business and clients. Again – ask your customer service staff about what your top clients say. Tip: Consider using open-ended questions and drilling into the answers to get to the core of the problem.

10. Interview Questions Role: What is your job role? Your title?
How is your job measured?
What does a typical day look like?
What skills are required to do your job?
What knowledge and tools do you use in your job?
Who do you report to? Who reports to you?
Company:
In which industry or industries does your company work?
What is the size of your company (revenue, employees)?
Goals:
What are you responsible for?
What does it mean to be successful in your role?

11. Interview Questions Challenges: What are your biggest challenges?
Watering Holes:
How do you learn about new information for your job?
What publications or blogs do you read?
What associations and social networks do you belong to?
Personal Background:
Describe your personal demographics (if appropriate, ask their age, whether they're married, if they have children).
Describe your educational background. What level of education did you complete, which schools did you attend, and what did you study?
Describe your career path. How did you end up where you are today?

12. Interview Questions Shopping Preferences:
How do you prefer to interact with vendors ( , phone, in person)?
Do you use the internet to research vendors or products? If yes, how do you search for information?
Describe a recent purchase. Why did you consider a purchase, what was the evaluation process, and how did you decide to purchase that product or service?

13. Buyer Persona Template
Using the data you’ve collected in your interviews, fill in your personas accordingly. Here’s a template to get you started – add your own ideas to make it your own!
Background:
Detail the personas job role and responsibilities
Include pertinent information about the persona’s company
Education, experience, hobbies, etc.
Married? Children?
Demographics:
Gender (skews male/female?)
Age Range
Joint household income
Geographic (Is your persona urban, suburban, or rural?

14. Buyer Persona Template
Identifiers:
Key personality traits (extroverted? Reserved?)
Mannerisms
Job identifiers (Works 60 hours/week, prefers over direct mail, etc.)
Goals:
Primary Goal
Secondary Goal
Challenges:
Biggest challenge to persona’s success
Needs in order to achieve success
Value Proposition:
How your company solves your persona’s challenges
How your company is positioned to achieve persona’s goals

15. Buyer Persona Template
Quotes:
Include actual quotes from buyer persona interviews. These help to further represent your persona accurately as well as help your team understand them better.
Common Objectives:
What are the most common objections to your product/service from this persona?
Marketing Message:
How will you convey the value and position your solution to this specific persona?
Elevator Pitch:
This should be a simple description of your solution that everyone in your company understands.

16. Persona Name BACKGROUND: Basic details about persona’s role
Key information about the persona’s company
Relevant background info, like education or hobbies
DEMOGRAPHICS:
Gender
Age Range
HH Income (Consider a spouse’s income, if relevant)
Urbanicity (Is your persona urban, suburban, or rural?)
IDENTIFIERS:
Buzz words
Mannerisms
You can find this information by administering online surveys of your target audience.

17. Persona Name GOALS: Persona’s primary goal Persona’s secondary goal
CHALLENGES:
Primary challenge to persona’s success
Secondary challenge to persona’s success
HOW WE HELP:
How you solve your persona’s challenges
How you help your persona achieve goals
Conduct interviews with your target audience to learn about their goals and challenges in more detail.

18. Persona Name REAL QUOTES:
Include a few real quotes – taken during your interviews – that represent your persona well. This will make it easier for employees to relate to and understand your persona.
COMMON OBJECTIONS:
Identify the most common objections your persona will raise during the sales process.
Identifying common objections will help your sales team be better prepared during their conversations.

19. Persona Name BRAND VALUE PROMISE
What can you do for them that nobody else can
MARKETING MESSAGING:
How should you describe your solution to your persona?
ELEVATOR PITCH:
Make describing your solution simple and consistent across everyone in your company.
Establishing your messaging prepares your entire organization to convey the same message.
Including a real photo from Creative Commons or iStockphoto helps everyone envision the same person.

20. Sample Persona: Sally in HR
BACKGROUND:
Head of Human Resources
Worked at the same company for 10 years; worked her way up from HR Associate
Married with 2 children (10 and 8)
DEMOGRAPHICS:
Skews female
Age 30-45
Dual HH Income: $140,000
Suburban
IDENTIFIERS:
Driver demeanor
Probably has an assistant screening calls
Asks to receive collateral mailed/printed

21. Sample Persona: Sally in HR
GOALS:
Keep employees happy and turnover low
Support legal and finance teams
CHALLENGES:
Getting everything done with a small staff
Rolling out changes to the entire company
HOW WE HELP:
Make it easy to manage all employee data in one place
Integrate with legal and finance teams’ systems

22. Sample Persona: Sally in HR
REAL QUOTES:
“It’s been difficult getting company-wide adoption of new technologies in the past.”
“I don’t have time to train new employees on a million different databases and platforms.”
“I’ve had to deal with so many painful integrations with other departments’ databases and software.”
COMMON OBJECTIONS:
I’m worried I’ll lose data transitioning to a new system.
I don’t want to have to train the entire company on how to use a new system.

23. Sample Persona: Sally in HR
BRAND VALUE PROMISE
What can you do for them that nobody else can
MARKETING MESSAGING:
Integrated HR Database Management
ELEVATOR PITCH:
We give you an intuitive database that integrates with your existing software and platforms, and lifetime training to help new employees get up to speed quickly.

24. Sample Persona: Craig the CEO
Background:
Founder & CEO
Has owned company for over 10 years
Previously worked in the industry prior to ownership
Married with children
Demographics:
Skews Male
Age 45-60
Suburban
Identifiers:
Calm demeanor
Has an assistant screening calls
Spends 12 hours pricing jobs and running business
Blogs; Harvard Business Review, Killer Startups, Huffington Post
Social Media; Facebook, Twitter, LinkedIn
Prefers Ebooks vs webinars; “I can read it when I have time. It’s tangible, quick & to the point.”

25. Smple Persona: Craig the CEO
Goals:
Scale business to the point where I only work 20 hours (or less) per week
Hit a stride of generating a high volume of qualified leads and SQL’s every month
Hire new employees
Make business not reliant on me
Common Objectives:
I’m spending $X every month; what exactly am I getting?
What’s the difference in service from clients who pay more to those who pay less?

26. Sample Persona: Craig the CEO
Challenges:
Have too many advertising companies
Want a one-stop shop for everything
No time to research new information to make job easier
Traditional marketing isn’t working anymore
Creating a consistent flow of quality content
Value Proposition:
Act as a one-stop shop for all marketing/advertising needs
Make it easy to implement and execute the marketing initiatives that drive online business
Develop and implement a content strategy that generates traffic and leads

27. Sample Persona: Craig the CEO
Quotes:
“I prefer . People have selective amnesia. When it’s written, you can throw it back in their face.”
“I’m an avid learner. I read 3-4 books a month as well as recommendations from people I respect the most.”
“In 6-8 months, I really want this to hit a stride of generating more qualified leads. I’d like to shoot from 50 a month to 300 a month. If it does, that’s a sign that it’s working.”

28. Sample Persona: Craig the CEO
Common Objectives:
I’m spending $X every month; what exactly am I getting?
What’s the difference in service from clients
who pay more to those who pay less?
BRAND VALUE PROMISE
What can you do for them that
nobody else can
Marketing Message:
Full-service Inbound Marketing Agency
Elevator Pitch:
We’ll make marketing and scaling your business easy
for you. Forget the day-to-day tasks, we’ll handle
everything from your website to business cards to
ensure the initiatives are in place to effectively grow
your business.

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Turn these tips into Actual Results
Learn how to integrate high value client profiles personas into your overall marketing strategy.
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You’ll receive:
A 30-minute conversation with a brand strategist on your goals.
How to target high value clients in your business.
An evaluation of your current website and marketing strategy.
Suggestions for improvement.
Real solutions to achieve your business and marketing goals.
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