Everyone knows what his or her perfect customer looks like right?
You know, the kind of person they would like to do business with above all others. Right? Wrong.
The problem is; small businesses owners are so adept at getting on with business that quite often they forget to consider what their perfect customer looks like.
But what’s the problem?
Well if you don’t know who your perfect customer is, how can you hope to attract them?
Meaning in many cases you will not.
To craft a successful marketing campaign you need to know who you’re talking too, but too often than not and especially in SME’s, people do not. Sure, they know who they sell too in general, but not who their perfect customer is and that’s what we all want – right?
Now before we start here’s the goal of this exercise.
You need to be able to picture this person, so we are going to get very specific. The reason being, every time you put together a new piece of marketing like an email newsletter or Social Media campaign - you are going to need it to be as if you are sitting across the table from them – getting their feedback, their advice on what resonates and causes them to take action.
Here are the questions you need to ask to identify them.
- Who is your perfect customer?
- Do they have the money to spend or will they have to refer to someone else?
- Are they male or female? Young or Old?
- What do they do for a living? How much money do they make? How do they feel about it?
- What kind of car do they drive? Or don’t they drive at all? They could cycle or take the train.
- Do they have a family and if so, what is it like? How many children do they have?
- Are they romantically involved, maybe married?
- Are they popular, outgoing? You know the type, the kid at school with all the friends?
- How do they dress? Formal? Smart casual or dress down?
- How do they socialize? Do they like social media?
- What matters to them in their life? What kind of values do they hold?
- Also, what doesn’t matter? Is there anything they specifically avoid like working out, team sports or the pub?
- What keeps them up at night? What are they afraid to loose?
- What do they aspire to have? What is their dream?
The last one is for you though; to be your perfect customer, what traits can they NOT have? (these could be perfectly civil by the way; simply not right for you as your customer)
Now, once you know the answers to the above you will have a great insight into who you should be working with and critically how you can start marketing to them.
A word of caution though, building this kind of knowledge can take time, so please don’t interrogate your clients the very next time you speak to them in the New Year. The next step is to define your business so your perfect customer thinks you’re perfect too. Look out for that marketing tip here very soon.
If you're considering a change in your marketing, why not book a Free Strategy Call to discuss your options?