So let's look at personifying your niche client. Give them a name, let's name your client, paint that picture in your mind about their lifestyle. Here's a handy tip using use existing clients whenever possible, you might have a client group, an 80% of your work, as we discussed earlier, comes from that 20% look at them look at the common stories, they have the common themes they have. And we'll go through an example of all this stuff in a little while. So you can see how this works, but use existing client information whenever possible, because they're the clients that have already bought from you. So you know that that niche group is already qualified.
So now you can target them, but give them a name column, Bob, column, son, you know, paint a picture about the house, they live in the car, they drive, the job they have, the clothes they wear, what they do at the weekend, whatever is ready. In that lifestyle that your product touches on, you need to paint that picture. And again, we need to target the right need, we need to target the perceived need, not the actual need. Now we know we can apply our product to their situation. But they don't necessarily realize that they have a perceived need. And that is what we have to target, not their actual need.
And when we target that this evening, it comes back to what was talking about in another module. When we target that perceived need, we naturally drift into the language they're going to use. And we're naturally going to actually communicate our services. So they're perceived need so We know what their actual need is they need our product. But that perceived need is actually I need to solve this problem. So Bob, Sam deal Jane, let's figure out what their perceived need is, let's figure out what they perceive that need to be.
And then let's target that with a marketing mission statements and our marketing headlines. Right your, your statement to them. Always, always, always, always in the first person. Always in the first person. Now, there are some exceptions and some marketing statements where you don't need that and we'll explore that. But always think in the in the first person and right in the first person.
And like we said before, always, always, always right to jail. Jane, Bob, Bill, in layman's terms in language they use not your industry language.