Have you ever noticed that most organizations really struggle to market themselves effectively? They seem to throw random marketing ideas against the wall and hope something sticks! The interesting (and frustrating) thing is, for most companies, some of the marketing does work…but they are not sure which of their efforts is bringing the results. So they continue to try and little bit here and there in hopes that some day they will strike “marketing gold.” Most of the time they don’t…because they have not found their perfect customer.
Maybe this describes your company. We need to fix that.
If so, it’s time to dig in and find your perfect customer. This is the ideal customer for your product or service. This person loves what you have to offer, believes it is a great value and is happy to pay for it. This person even is an evangelist for your brand. Oh, and not coincidentally, you love dealing with them. By locating and marketing to your perfect customer, you can not only make your marketing more effective, you can make your business one that you enjoy working in more!
Stop Marketing To Everyone
You might be wondering if this “perfect customer” exists. Maybe. Maybe not. But one this is for sure, in order to find them, you have to stop trying to find every customer. As the old saying goes, “if everyone is your customer, no one is your customer.” It is not cost effective to try and get everyone…no one I know has the budget! So by narrowing your market down, you have a chance to tell your story directly to more people that will appreciate it.
10 Questions To Help Find Your Perfect Customer
In order to narrow your search down, it’s time to dig into some basic questions. You need to create a real picture of who this customer is. The more real this person is in your mind, the more specific you can be when creating messaging just for them. This person might be a customer that already exists for you, or it might (initially) be an avatar you create. But it’s important to ask some questions to find them…so you can market to them where they are. Here are a few questions that will get you started.
Where do they live?
Are they a man or a woman?
Are they married? Do they have children or are they single?
Where do they hang out or gather?
What associations do they belong to?
What are their favorite hobbies?
Why do they love your product or service?
Where do they use your product or service?
Where are they when they realize they need your product or service?
Why do they choose your product or service over the competition?
This list is a great start, but keep it going! Dig as deep as you can to outline the description of your perfect customer. When you have that, you have a much more clear idea on what to do next! If you want to take the next step, you can certainly take our FREE 5 Day Marketing Course here. This is designed to help you define the customer, and then create marketing that reaches them right where they are. And if you want to chat with us, just click “Let’s Talk” anywhere on the site…and we can help!