May 29th, 2019
When we’re just starting out, we’re so excited about showcasing our services that we may miss the boat when it comes to showcasing what will really attract our ideal customer.
We’re so focused on combining all these ideas we’ve been crafting we may be missing out on a key ingredient: what does your ideal customer want to see? Need to see?
THE GOOD NEWS IS, YOU CAN FIGURE IT OUT.
So how do we start? Follow the prompts below to work out how you’ll discover who your target audience is and then how to create a design for your website that speaks to them.
NOTE: Don’t like reading? Watch the video we have on this subject
GRAB THE IDEAL CUSTOMER
WORKSHEET FOR THIS VIDEO + BLOG POST
ASK THE RIGHT QUESTIONS TO FIGURE OUT WHO YOU’RE SELLING TO.
Knowing what questions to ask is the most important element when trying to understand who your product is really for and who is really going to be interested in purchasing it. If you’re not fully explaining what it is about your product or service that is going to work for your ideal customer, you’ll always be marketing to whomever crosses your path, instead of a strategic, targeted audience.
GIVE YOUR AUDIENCE A REPRESENTATION OF SOMEONE SO YOU CAN FOCUS.
This doesn’t mean you’re only creating ONE person that will be your audience, you’ll be creating a focused person to narrow in on when you’re doing your design work and marketing work – making YOUR life easier to discover the best communication techniques.
QUESTIONS TO ASK YOURSELF ABOUT THIS PERSON:
- Age (super important)
- Socio-economic background
- Interests and hobbies of the person
- Their career (fast-paced? Corporate? Stay-At-Home?)
- Family life (home owner? Renter? Spouse? Children?)
- What they’re striving for in life
The last one can be a tough one to answer but is usually tied to what service you’re selling or problem you’re solving in your products. It does NOT have to tie in, but often does.
Answer these questions from a perspective of someone sitting on their laptop coming to your site for the first time – who do you want that to be? Who do you want buying your products? Working with you? Who’s life do you want to change?
If your answer is “everyone” – then you haven’t done the work and it’ll lead me to believe you’re coming from a place of scarcity and financial gain rather than a place of abundance. This is key.
Every service and product you have, should have a purpose. It solves a problem. And not everyone in the world has the same problem, so really narrow down the problem and how to fix it, and who are the type of people who need the problem fixed.
Makes sense when you look at it that way, right? So let’s keep going.
DIGGING DEEPER TO FIND YOUR IDEAL CUSTOMER PROFILE
WHY IS YOUR PRODUCT/SERVICE BETTER THAN THE OTHER GUYS?
Dig deep – why is it, seriously? Obviously, you thought you wanted to offer this because there was something lacking in the industry right now – so really pull it out.
If you’re a blogger and think this question doesn’t apply, think again. Blogging nowadays is a saturated market – so why is your blog going to be more unique than someone else’s? Is your clothing, your voice, your focus?
WHO DO YOU WANT TO WORK WITH? OR SELL TO? EVEN READING YOUR BLOG?
This is an important distinction because understanding this piece of your business will help guide you on your strategic path to selling your products and services in the most effective way.
The correct answer here again is NOT everyone, it should be more focused. Just because someone can afford your services, doesn’t mean you’re going to want to work with them.
WHERE IS YOUR TARGET AUDIENCE HANGING OUT?
Once you’re all set with the above (and you better have more than one-word answers!) you can really start to look at where those people are hanging out and why that’s important (hint: it makes your life easier as you’ll have more effective marketing). When I say “hanging out” I don’t mean that you’ll be physically going where they hang out to chase them to sell. What I mean is to really dig deep into where they’re hanging out, and then why.
For instance, if your target is a 27-year-old woman that frequents her local Starbucks on Saturday mornings, grabbing her soy-latte and sitting down to read her weekly blogs, you can write or market to her with a bit more clarity (and authenticity).
WHAT TYPES OF THINGS DOES YOUR IDEAL CUSTOMER LOOK FOR?
Here’s where things get interesting and creative. Now that you know the demographics of your target audience, customer or reader, you can get creative about what these people want. If you look at your previous answers you can get a sense of the kinds of things he/she likes and where they are going to find the things they.
For example: Let’s say your target is a yoga student. What are they looking for in a yoga class? They’ve already found your website – how is your website going to prove that your service/studio/class is going to get them what they’re looking for?
Use your history already to figure this out. If you’re a yoga teacher and have had experience in the classroom and know what people have asked you about (perhaps how to perform a pose correctly) and these questions have repeated themselves – you can speak to these types of things right on your website, in your class descriptions, in the reasons why you’re doing what you’re doing.
SPARKING SOME IDEAS?
These prompts are really just the beginning. You can now use these answers to form other questions, opinions and thoughts that your customer may have – and how you can address them.
I’ve had clients perform this exercise and have a complete marketing launch come out of it because they were so inspired to solve their fictional ideal customer’s issues. And the result? The launch was so successful because it was small, focused and targeted the right type of people – the people she wanted to work with.
You can too.