Surely a starting point for any small business is to profile their ideal customer. I mean have a clear vision of who they are. More than just a vague idea. The clearer you are able to describe your ideal customer, the greatest chance of you being able to attract them, maintain them and have them as devoted customers for the long term.
|The ideal customer exercise
Work through this simple exercise to get to know the needs of your ideal customer. I know what you’re thinking: “I’m not going to do this exercise! I’ll just skim past it. I already know this stuff.” I’ll bet you haven’t really thought through all the details of what your ideal customer’s life is like, and what he really needs, but if you do, you’ll be much more able to assist him, to answer his needs, to attract his attention with your marketing messages.
Your ideal customer is the one who not only buys your product or service, but who buys it and uses it with passion. Your ideal customer is the one who really wants what you have to offer. The ideal customer doesn’t just use your product, she/he loves your product. She doesn’t just purchase your service; she feels that she couldn’t live without it.
|Our Ideal Customer Fill in the blanks below for your one individual ideal customer.|
Married Single Kids
|Car he/she drives|
|Where he/she shops|
|Books/magazines he/she reads:|
|Pressures/stresses he/she has:|
|Business/career goals he/she has:|
|Personal goals he/she has:|
|Needs he/she has that relate to your organization’s product or service:|
|What is he/ she worried about? What are their greatest challenges or points of pain?|
|Who do they trust?|
|Exactly what do they want from us?|
|Preferred method of communication?|
Understanding your ideal customer even if this means paying a consultant to run a workshop can be the best marketing expenditure you ever do. Make your marketing effort work by focusing on more of the right customers and less on the wrong ones.
Know where they shop, what they read, how they like to communicate and then tailor your marketing mix accordingly. Yes, it is that easy!
Rain Today have a great podcast on identifying a universal lead to find ideal clients. Have a listen.