Jasmine Star dropped out of law school, didn’t even own a camera, and within 4 years was one of top photographers in the world.
These days as a strategist, entrepreneur and social media influencer, Jasmine talks about how to find and connect with your dream customer or audience, how focusing on who you want to reach drives growth, and how to protect your online message against the algorithm changes that happen all the time.
Welcome to Episode 310 of the podcast. Listen and access the show notes below or search for the Carey Nieuwhof Leadership Podcast on Apple Podcasts or wherever you get your podcasts and listen for free.
The Unstuck Group
Tony Morgan and The Unstuck Group have released a quarterly report on church trends. It’s called The Unstuck Church Report. They have done an incredible job of helping churches determine if they have the right staff size, what a healthy percentage of volunteers they need, and how to improve small group engagement.
Or, have you ever wondered if your church has a front door or a back door problem? They have helped churches determine this, too.
The report shares more than 20 metrics, benchmarks and trends that Tony sees is impacting church health. All this data can help you make informed decisions on next steps for health and growth in your ministries.
If you want to see The Unstuck Group’s data, check it out at TheUnstuckGroup.com/Carey.
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3 Insights from Jasmine
1. It’s the artist who is valuable, not their art
Carey and Jasmine have a candid conversation about how Jasmine became so successful. Was it because she was the most talented? The cheapest? No. Jasmine would say that it is the experience she creates that makes people want to work with her. She says her defining factor isn’t necessarily the art she produces, but the artist. Jasmine says, “We don’t choose cakes, we choose the baker. We don’t choose a curriculum, we choose the teacher. And that is like the foundation of every strong business owner. We’re choosing the vehicle, we’re not choosing the destination.”
She also says that being “average” is to her advantage because other average people see that they, too, can succeed. Her steps? One, show up. Two, remain consistent in the hard days. Three, create experiences and show up to connect with customers far differently than the competition.
2. Finding your dream customer
Did you catch the description of Jasmine’s “dream customer?” She has created a narrative around a woman she calls Elle. Why all the detail? Jasmine says, “If you don’t know who you’re targeting, you’re never going to reach the person that you want to work with. I am only speaking to one person. When you become everything to all people, you become nothing to no one. And when you speak with such specificity and clarity, it automatically opens doors to other people who may not resonate on the same level, but the way which I’m speaking to my dream customer, then that opens lots of doors.”
So, how do you determine your dream customer? Jasmine says:
- Give him/her a name because he becomes like your friend, somebody you want to take care of and help.
- If you have him placed in a specific geographic area, you could speak to the nuances of his or her life. Coastal city, small town, aspirational, middle America, what’s that struggle like.
- Give him/her a partner—how many children, the type of car he/she drives, then indicates socioeconomically where he/she is, and you could speak to the types of shows that he/she watches, the stores that he/she shops in, and the struggles that he/she go through specifically for that demographic.
- Then ask yourself, “Does this resonate with (fill in the blank name)? Does (fill in the blank name) know me more? Does (fill in the blank name) like me more? And does (fill in the blank name) trust me more?”
Check out Jasmine’s “Ideal Client” free resource to determine your dream customer.
3. Selling an emotional experience versus selling a product
Are you a business owner trying to sell a product? What problem are you trying to solve for your customers? Jasmine says that we should be selling an “emotional experience.” She says, “We are all emotional creatures and we want to be understood. My only objective as a business owner is to understand the emotional desire and then sell a solution and/or transformation to their people’s darkest pain or wildest pleasures.”
Jasmine uses the example of selling athletic shoes. You’re literally selling running shoes, but what are you selling emotionally? You’re selling lifestyle, hope, desire, aspiration, the feeling of feeling athletic even though you’re sitting on the couch. Understand what your customer wants and desires, think from an emotional perspective, and provide a solution in order to sell your “product.”
Quotes from Episode 310
I am not selling to one person, I am only speaking to one person. And when you speak with such specificity and clarity, it automatically opens doors to other people who may not resonate on the same level. @jasminestar Click To Tweet
We are all emotional creatures and we want to be understood. And what's happened is that social media has only magnified the chasm of constantly feeling on the outside and misunderstood. @jasminestar Click To Tweet
My only objective as a business owner is to understand the emotional desire and then sell a solution and/or transformation to their people's darkest pain or wildest pleasures. @jasminestar Click To Tweet
If we, as business owners, aren't taking the time to understand what our customer is wanting, desiring, or going through or has aspirations or desires for, we're totally missing the mark. @jasminestar Click To Tweet
Looking for a key quote? More of a reader?
Read or download a free PDF transcript of this episode here.
Get Your Life Back
Do you want to unlock more of your potential in life and leadership without sacrificing time with your family and your health?
Sounds crazy, but it’s not. I know because I’ve lived it. A few years back, I seriously crashed and burned because the demands on my time and life were bigger than the time I had to accomplish them. I promised myself that wouldn’t happen again.
Today, I still have bigger goals than ever before, but I’ve made fundamental changes that have led to a healthier, happier lifestyle without sacrificing my family and vastly increasing my productivity at work. I’ve taken what I’ve learned during this journey and put it into the High Impact Leader course.
You can complete the three-hour course at your own pace. It’s the most comprehensive content I’ve ever created for leaders to help you reclaim HOURS every day so you can become more effective at work and more present at home. When your time, energy, and priorities are all working together for you, it’ll impact everything you do.
- You become a better leader, because you’re doing what you do best when you’re at your best
- You become a better spouse, because you’re focused at home
- You become a better parent, neighbor, and friend, because you actually have time off to relax and engage
These principles will free you to thrive in every area of your life.
Subscribe for free and never miss out on wisdom from world-class leaders like Brian Houston, Andy Stanley, Craig Groeschel, Nancy Duarte, Henry Cloud, Patrick Lencioni, Francis Chan, Ann Voskamp, Erwin McManus and many others.
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Thank you for being so awesome.
Next Episode: John S. Dickerson
Award-winning journalist turned mega-church pastor, John S. Dickerson, is back on the podcast to talk about why skeptics might want to rethink their suspicion about Christianity. John took his journalistic skills through centuries of history to discover why Christianity isn’t anti-intellectual, why it’s been far more progressive than repressive, and how a skeptical generation may want to rethink its bias against Christians.
Subscribe for free now and you won’t miss Episode 311.