Niche Statement: I help women in their 40s and 50s learn how to control how much they eat by decreasing their cravings (urges?) for the foods that cause them problems.
1. Who are they?
Women in their 40s and 50s who feel out of control w/their eating.
2. What is their problem?
They feel out of control w/their eating. Their weight is starting to affect their health. Their ability to be active in their life and do the things that bring them joy.
3. How do they describe their problem?
I don’t have any self-control. I say I won’t eat dessert but I always do. I say I’ll only have one but I always have two or three. I often say to myself, “Just one more.” What’s wrong with me. I just like food too much.
They’re worried, concerned, frustrated, insecure,
4. Where are they found?
5. What Facebook targets would find them?
Weight loss groups, medical clinics
6. What is the solution they think they need desperately?
They need to learn how to control themselves around food.
They need discipline.
They need more commitment.
They need someone to tell them what to do.
7. What keywords on Google would they search for?
How do I control myself around food?
How do I control my cravings?
Why do I like food so much?
Why can’t I control myself around food?
8. What Facebook groups do they hang out in? Weight Loss Support Group, Health and Wellness, Weight Loss Motivation, Natural Weight Loss, I also think targeting Medical Clinic groups could be good but I don’t think clients are necessarily “hanging out” in those groups.
9. What magazines and blogs would they read?
Healthy For Life Blog
MyNet Diary – Weight Loss Dietician Blog
Weight Watchers Magazine
10. What will they believe when they have achieved the solution?
There’s was never anything wrong with them. They know how to control how much they eat, and they know they can do it for the rest of their lives. Controlling how much they eat is worth it because they feel so much better.
11. Why are they willing to pay for it? They’ve never been this uncomfortable in their own skin and they don’t want to spend the next 20 years worrying about this issue as well as gaining more weight. They don’t want their weight to affect what they can or can’t do with friends, children, and grandchildren.
12. What are they turned off by? Weight loss programs that promise quick unrealistic results. Programs that sound too good to be true. That show pictures of people showing off their new skinny perfect body.
13. Who for sure isn’t your target market? People in their 20’s and 30’s who want quick results. People who want someone just to tell them what to eat. Binge eaters. My target group overeats but they don’t consider themselves bingers.
Ideal Client Avatar: Lindsay has been overweight for at least 20 years. She feels out of control with her eating. She’s tried numerous diets over the years that have left her feeling insecure and even more out of control about her ability to lose weight. Recently, she has become concerned about her weight because it’s starting to affect her health. She’s noticing how winded she gets walking up stairs. She doesn’t enjoy being active like she used too. She’s worried if she continues on this path she won’t be able to live the life she has envisioned. She’s pretty sure the typical diet doesn’t work; however, she has no idea what else to do to lose weight. She’s worried, insecure, and even hopeless. She believes in taking care of her body and has lost some self-respect because she doesn’t take care of it. She can control how much she eats for a short period of time but she inevitably loses control and thinks something is wrong with her. She does not trust herself around food.