Issue 8, Summer 2018
Business of Being Better fun to talk about that for this issue of the magazine. Can you tell us a little about yourself and about that course? R: I’ve been doing kinesiology since about 1994 so I’m a bit of a dinosaur! I started by working with children and they gave me a beautiful education in thinking “what do they really mean by this, when they simply say ‘I don’t like it?’” You have to dig deeper with kids. But through working with children I realized that when you help the moms, you actually help the kids, because the moms are always the heart. I started looking at educating and supporting the moms and basically telling them that they’re doing alright. So, my marketing strategy is targeted towards moms. My avatar client that I use is females between 35 and 55 and I’ve named my niche market client Suzie so I can think “I wonder what Suzie wants today?” and obviously that’s going to reflect what I want today, so that’s nice and easy to do. And I have every sort of client, but I don’t target them, I only target moms in my advertising.
I know she goes on holidays, she’s interested in her kids and their education and wellbeing; I just know everything about her. So that’s what I mean by my avatar. A: (laughing) Well that explains why I found your stuff! R: So it’s working! And I don’t try to hard-sell ever, I just try to make you the Princess-Warrior that you are. I made the conscious choice that I would never market to what’s wrong, I would always market the goal achievements. For example; it’s not about feeling tired and stressed, it’s about being Supergirl and jumping fences. So pick your place and then stick to it always and then stick to your marketing style. A: What is the Abundance class? Is it about marketing? Is it about changing your relationship with money?
A: For somebody who’s new to marketing and advertising and doesn’t know what you mean; what do you mean when you say your ‘avatar’? R: Well right away it’s about ‘who do I resonate with?’. Who do you as the practitioner resonate with? Because that’s the important part. It would be useless for me to try to talk to people who are into something like unhealthy living, because I’m not into that, I don’t care about them. My avatar is my perfect client and is someone I can talk to and resonate with. So don’t try to create something (or work with a group) that you think is going to get you money, because it’s not going to work. It’s what you’re passionate about, what you’re drawn to, what you always enjoy doing. Which brings us to my avatar: I know she’s between 35 and 55, I know she’s female and has two children, I know she owns a house, she is average to above-average income, I know she’s motivated by fitness and sport, I know she
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