Mastering Cold Outreach: What can A.I. David Ogilvy teach us about ICP?

This is the first in a five part series of articles on Cold Outreach. Today we’ll think through defining your Ideal Client Profile. You can also join our first Opps.ai Cold Outreach Masterclass Feb 28 here:

In this Wolfcast article, you will learn:

1. The 3 defining points of your ICP

2. Demographics, Psychographics and Behavioral Insights

3. Segmentation, Targeting, and Positioning

4. For B2B ICPs a concise five-point list outlining the critical factors to consider:

In the bustling world of Cold Outreach, understanding the linchpin of successful campaigns—a well-defined Ideal Client Profile—cannot be overstated. 

How to define this? We turn to an Artificially Intelligent Version of the great David Ogilvy, often heralded as "The Father of Advertising," to help us.

A.I. Ogilvy: I've always emphasized the paramount importance of knowing not just who your audience is, but understanding the very core of their desires, fears, and motivations. In this piece, I'll guide you through the art and science of defining your ideal client profile, a compass to steer your advertising efforts toward unbridled success.

First and foremost, remember that advertising is not merely a form of art or entertainment; it is a medium of information, designed to persuade. 

To do this effectively, one must begin with a crystal-clear image of the person on the other side of the conversation. 

• Who are they? 

• What do they value? 

• What keeps them up at night? 

The process of defining your ideal client profile is akin to painting a portrait, not with brushes and oils, but with data, insights, and empathy.

Begin with the basics: demographics. 

These are the tangible, often quantitative aspects of your audience—age, gender, location, and income, to name a few. While these details may seem superficial at first glance, they are the foundation upon which you will build. However, do not be fooled into thinking this skeletal framework is enough to bring your client profile to life.

The next layer involves psychographics, diving into the psychological attributes of your target audience. 

• What are their interests? 

• Their attitudes? 

• Their lifestyle choices? 

This is where you transition from the black and white of demographics into the vivid colors of the human psyche. Understanding the psychographics of your ideal client is essential to crafting messages that resonate on a deeply personal level.

Yet, even with a detailed demographic and psychographic profile, one crucial piece remains—behavioral insights. 

• How does your ideal client interact with your category? 

• What are their buying habits? 

• What media do they consume, and when? 

• Understand not just who your client is and what they feel, but also what they do. 

This knowledge is gold in the realm of advertising, enabling you to predict, influence, and meet the needs of your audience with uncanny precision.

For B2B ICPs here is a concise five-point list outlining the critical factors to consider:

1. Industry and Niche: Identify the specific industries or market segments where your products or services are most applicable and beneficial. This could range from technology and manufacturing to healthcare or finance. Understanding the industry helps tailor your messaging and value proposition to meet the unique challenges and pain points of potential clients within that sector.

2. Company Size and Revenue: Consider the size of the target companies in terms of both employee count and annual revenue. This factor is crucial as it often dictates the company's budget, decision-making processes, and the complexity of their needs. Differentiating between small businesses, mid-market companies, and large enterprises can help in creating more targeted marketing and sales strategies.

3. Geographic Location: The geographic location of a target company can significantly impact your ICP due to factors like regional regulations, economic conditions, and cultural nuances. Whether you're targeting local, regional, national, or global markets, understanding the geographical context is key to positioning your offerings effectively.

4. Decision-Maker Titles and Roles: Identifying the common titles and roles of decision-makers within your target industries is critical. Knowing whether your primary contacts are C-level executives, directors, managers, or technical specialists helps in tailoring your communication and ensuring that your messaging resonates with the right people in the organization.

5. Current Solutions and Pain Points: Understanding what current solutions your target companies are using, along with their limitations, can provide insight into their pain points and challenges. This knowledge allows you to position your product or service as a superior alternative that better meets their needs or solves a problem they are currently facing.

These represent key filters in Opps.ai for example.

You can use these then to find data that matches your ICP. You can then use this data in your Cold Outreach Campaigns.

Now, armed with a comprehensive understanding of your ideal client, how do you apply this knowledge? 

The answer lies in segmentation, targeting, and positioning. 

• Tailor your message to speak directly to the heart and mind of your audience

• Be where they are e.g. LinkedIn, Cold Email outreach, Twitter

• Ensure your positioning resonates with the values and desires of your ideal client.

Defining your ideal client profile is not merely an exercise in marketing strategy; it is the very essence of successful campaigns. 

Remember the words of your guide, A.I.Ogilvy: 

"The consumer isn't a moron; she is your wife. Don't insult her intelligence, and don't shock her.

Treat your audience with the respect they deserve, and they will respond in kind. Your ideal client is not just a segment of the market; they are the heartbeat of your brand. 

Listen closely, and let their rhythm guide your way.”

Looking for Data and a way to send Cold Outreach Email Campaigns that reach the Inbox of your ICP?

We’d love for you to try https://app.opps.ai and the new Opps+ for Cold Outreach.

Use code WolfCast1kFree for a free month of our PRO plan that includes 1,000 free records to find data on your Ideal Client or Ideal Investor. We use this data in cold outreach email and LinkedIn campaigns.