Is your business not working?
If you’re at a place in business where you feel as though you’re all in—you’re putting in the time, energy, and production it takes to build a selling website—but the business isn’t giving back (in the form of sales, growth, and revenue), then this ideal customer exercise is going to be your first step in getting on the right track.
If you are …
- doing a lot of talking and posting, but feel as though nobody is listening?
- churning out a lot of products, but nobody’s buying?
- reaching for customers every way you know how, but connecting with no one?
The one thing you MUST DO before attempting any type of marketing is to identify your ideal customer.
You need to be clear on who is your ideal customer and what are you selling. Because, if you’re not addressing your customers in a very personal and targeted manner, you make everyone you encounter feel like prospects. And that’s never how I want people who hire or buy from me to feel. You have something valuable for sale. The question becomes: How do I find the people who value it? And we don’t want just anybody’s attention. It’s for a select sea of people who share your taste, have an eye for your talents, and love the quality product you produce.
The ideal customer has many different names in marketing and business. It’s also referred to as the “customer profile,” “customer avatar,” or “dream clients.” But, they all mean the same thing. The ideal customer is a fictional description of a single person, and that one person represents your entire customer pool. The ideal customer is the sum total of similar traits, hobbies, and interests that your customer base might have in common. While this person does not actually exist, it can be based on actual customers you’ve had (or you want).
Be really clear about who it is you are speaking to
The first question that always comes up when starting this process is: But I don’t have just one client, I sell to people that are in their 20s and 40s, and my product is bought by both men and women.
I totally hear you, we all have that resistance come up when we try to nail down just one person that we’re talking to. But the ideal customer exercise never excludes other shoppers. I hear this concern a lot, as in, “If I’m writing and marketing to a specific person, say a middle-aged women trying to change careers, then men won’t want to buy from me.” Wrong! In fact, that couldn’t be further from the truth. This exercise does not exclude any customers, what it does is make a specific customer feel a deep sense of belonging. When you create that sense of belonging with your ideal customer, everyone feels it. It builds more feelings of belonging and attracts loyalty to your brand.
Try to think about who buys from you the most.
I’m so proud of my clients, and they make me smile for different reasons all of the time. I continuously ask myself: “What attribute, characteristic, or attitude am I loving about this person?” And then, I add that trait to my ideal customer profile because I want to attract MORE of it in business.
Whether you have a product based business, service based business, or whatever kind of business you have, the first step is to be very clear about who it is you are speaking to, and what you are really selling them. Because when you connect with your ideal customers you can take them on a journey with the story you tell through your marketing, products and services.
Use the free Ideal Customer Infographic below to start identifying your ideal customer.