In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about how building a prospect journey map helps you understand your audience's perspective and step into their shoes. It allows you to identify the steps your prospects take, the people they interact with, and the questions they have along their journey. This exercise not only gives you a different perspective on how to build your business but also provides a list of potential referral sources. It can also serve as the foundation for a content marketing strategy. The goal is to be a valuable and helpful resource to your target audience throughout their journey.

• Mapping Out the Steps and Solutions 2:14
• Building a Referral Network 8:24
• Recommended Resources 12:09

Quotes

• “This is called a prospect journey map, not a client journey map. So this is you getting yourself out of your body as the business owner and you're putting yourself into the shoes of your prospect to see things from their point of view.” 0:44
• “The goal here is as you list out all of the steps that this person is going through, you pop up as a potential solution to one or a few things, not all of them, but a couple. And if you don't pop up at any point, then this is probably not your audience and you're probably not solving any of their problems.” 2:31
• “I just want you to think through what does this journey look like for your audience? This will help you be mindful of their journey and respectful of some of the challenges they might be running into. You can then build a better relationship with your prospective clients. Again, remember, this is not a client journey. This is prospect journey and you are not supposed to be relevant at every single point of this journey.” 11:26

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com

In this episode of Make Business Personal, Kiley Peters conducts live coaching with Leia Ferrari Traner, founder of Carmen Diana, a tech and talent advocate for underestimated businesses and their founders. Kiley guides Leia in defining her audience and steps on how to achieve it. Leia primarily works with nonprofits and for-profits owned or run by women and people of color. Her focus is on impact-driven programming for underestimated audiences. The goal is to increase opportunities and create a different world for future generations.

As homework and one of the steps in defining her audience, Leia intends to interview five leaders of mission-driven organizations to understand their challenges and tailor her services to solve their problems.

• ABCs of Audience Identification 8:39
• Sample Statement for Defining Your Audience 18:39
• Interviewing Ideal Audience Members 25:43

Quotes

• “I want you to specifically ask them about the problems or the challenges that they're running into so that you can use their words in labeling how you solve their problems or the aspirations they are trying to achieve.” 22:13
• “Go to the people, talk to the people, listen, and don't have an agenda. Your only agenda is to understand and get curious and then see what they come back with. They might all come back with the same problem. Now, how are you gonna tackle that problem?” 23:32
• “I would absolutely recommend that you record your interviews so that you can be present in the interviews and then go back later and go back through and pick out the patterns and the things that they say. And then focus on the words that they're using because you wanna use their words back at them in your marketing.” 25:41

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com

In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about the importance of audience research and provides a step-by-step guide on how to conduct it effectively. She emphasizes the need to understand and identify your target audience in order to serve them better. Kiley recommends creating a short script and reaching out to specific individuals in your network for interviews. She also suggests asking questions about their challenges, past experiences, ideal solutions, and expected investments. Kiley also advises recording the interviews and analyzing the responses for patterns. The goal of audience research is to gather information and make necessary adjustments to better serve your audience.

• The Purpose of Audience Research 3:06
• Using the Language of Your Audience 8:33
• Recommended Resources 16:15

Quotes

• “You are not trying to prove that you are right. You are trying to gather information to see if you were right or see if you need to tweak things or adjust them entirely.” 3:12
• “If you go out doing audience research trying to prove that you are correct, you will be doing it wrong and you will be doing yourself a huge disservice. And there's really no point in doing audience research if you're just trying to prove your point. You need to be going out open-minded and try to listen to the words that they're using and really listen to what they're trying to communicate versus just trying to validate what you think you want to hear them say.” 3:25
• “You should start seeing patterns in their responses between the fourth and fifth interview, and then you're looking at interviews five, six, seven to validate that. So I'm going to recommend you go out and conduct five to seven interviews. If you can do more, awesome, do more.” 5:26

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com