How can you hit the bullseye if you don’t know where the TARGET is? How can you identify your perfect customer?
This seems like such a basic question, right? But so many businesses and marketers are trying to do exactly that. They create a product or a campaign that is designed for everyone. And if everyone is your customer, no one is your customer. You just don’t have the time and treasure to reach them all.
But when you dial down, into that specific niche that your product is really designed to serve, you CAN reach them directly. And every once in a while, they can help you reach the masses.
It all starts with that perfect customer. Your TARGET.
Now you might be thinking, “Of course. I already know that.” I believe you. But as I have stated hundreds of times before, my favorite quote is:
The greatest distance in the world is the distance between ‘I know’ and ‘I do.’
We all know the things were are supposed to do. We know it. That is why it’s so easy to give other people advice on fixing their problems. We know what to do. We just don’t do it.
Want to lose weight? We all know how to address that. Eat better and work out more. And yet, there is a $58 Billion industry created to solve that very problem. You know, the one I just solved with 5 words.
So, before you completely dismiss this out of hand, ask yourself this. Have we spent the time to create our perfect customer (s)? Do you really know them? And are you creating marketing messages directly to them?
If so, kudos! You are ahead of most in your space.
If you have not spent the time, this is the perfect place to start. Because once you know your perfect prospect or customer (your T), it can totally change how you go to market. You can create more effective messages and have less waste.
And maybe more importantly, you can better serve them. You can create offers that they will not only enjoy, but you know they really need. You can create customers that are not only transactional but are raving fans.
But it all starts with REALLY knowing them.
If you already have a business, you can start looking for your ideal customer inside your current client base. As Mike Michaelowicz tells us in his amazing book The Pumpkin Plan, you know when you see your customer number pop up on the phone. There are those customers that pop up and your first response is “ugh.” These clients are often high maintenance, low profit, and hard to deal with. They just don’t seem to value your work…and you don’t like working for them. These are obviously NOT the perfect customer.
Then there are the clients where you have the opposite response. You love it when they call. You are more than happy to drop what you are doing to chat with them. And you enjoy the work you are doing with them. Now you are getting closer.
The final mix is, they have to have the money to spend. When you can find the customers that you enjoy serving, AND they have the budget, you might be getting close to (at least one of) your ideal customers.
“Okay,” you might be thinking. “But what if I don’t have an existing business?” Or maybe…you just want to start this exercise from scratch. Maybe your ideal customer is not in your existing customer base…or you want to start a business and are not sure where to start.
Let’s dig into a few questions that you can start with to determine your ideal customer. These are just a few designed to get your juices flowing. As you dig in closer to your ideal customer, keep going. The more specific you are, the more likely you can craft a message (and more products) that can reach and serve them better.
Here are some questions to help you identify your perfect customer.
Is your ideal customer a man or a woman?
How old is your ideal customer?
Where do they live?
What is their lifestyle/marital status?
Do they have children?
What is their favorite social media platform?
Where do they hang out? Who do they spend (the most) time with?
Do you know what they do for fun?
What conferences do they attend?
What is their job?
As I said, keep going until you have a specific and clear picture of that ideal customer. Once you have them pictured in your mind, write it down. Now that you have them on paper, can you see how you can craft a message just for them? Can you see how you can go to the places they are?
While this exercise might appear simple, it’s foundational. You will build all of your other activities on top of the T. And once you have mastered your “one perfect customer,” you can go back to the drawing board and do this again to expand your market and your marketing.
It’s time for Thirsty Thursday! Thirsty Thursday is the award-winning piece of content from Hasseman Marketing where we take a mystery drink out of a piece of branded drinkware! It’s funny. It’s irreverent. And we will show you some really cool merch as well! This week we feature the Wild Card from our pals at Spector and Co. But wait…there’s more! This time, our very own Jade Hasseman joins the show! Watch the latest episode below!
Why Should you consider the Wild Card?
The 310 mL/ 11 oz Wild Card is a double wall vacuum insulated cup made with pro-grade stainless steel. The unique and elevated square-based silhouette gives you confidence with every sip. The powder-coated finish provides an extra layer of protection against wear and tear, ensuring that your tumbler looks great for longer. The Wild Card takes it even further with its clear, push-on, spill-resistant lid, and silicone-sealed slider closure.
It’s time for ThirstyThursday! Thirsty Thursday is the award-winning piece of content from Hasseman Marketing where we take a mystery drink out of a piece of branded drinkware! It’s funny. It’s irreverent. And we will show you some really cool merch as well! This week we feature the Eye Candy from our pals at Spector and Co. But wait…there’s more! This time Steve Oster joins the crew to try the drink. Watch the latest episode below!
Why Should you consider the Eye Candy?
The 600 ml / 20 oz Eye Candy is a double wall vacuum insulated bottle made with pro-grade 18/8 stainless steel. It’s a minimal and modern silhouette that features a matte rubberized body with a color-matching leakproof threaded lid. Decorate with fun and eye-catching colors with our default silk screen branding method.
It’s time for ThirstyThursday! Thirsty Thursday is the award-winning piece of content from Hasseman Marketing where we take a mystery drink out of a piece of branded drinkware! It’s funny. It’s irreverent. And we will show you some really cool merch as well! This week we feature the 12 oz Harmony Collection from our friends at Moderne Glass. This time Kelly Bowe is back with us at the Hasseman Marketing headquarters. Watch the latest episode below!
Why Should you consider the 12 oz Harmony Collection?
The Harmony Collection is the perfect ceramic drinking vessel! And with the deep etch decoration, it really elevates the branding as well. Available in 5 earthy tones, this can be a wonderful piece to elevate your brand.
The Apple TV series Ted Lasso has been a hit with audiences and critics alike, but it’s not just a heartwarming comedy. It’s also a treasure trove of leadership lessons that can be applied in any workplace. Here are five lessons in leadership from Ted Lasso.
5 Lessons In Leadership from Ted Lasso
Create A Vision: Give your team something to BELIEVE in. If you want to build a great culture and a great team, you need a unifying vision. Your job as a leader is to create that vision…and get them to buy into it.
Listening Builds Trust: Sometimes as leaders, we think we need to tell people what to do. And sometimes, we do need to do that. But often, when you listen to those who are on the front lines of your team, you can uncover real issues that need to be fixed. And when you do that, you build trust.
Forgiveness Is a Superpower: This is a theme over and over in Ted Lasso. We all make mistakes. Some of your team members will too. But when you can forgive those mistakes and move on, you can forge real and strong relationships.
Toxic People Kill Culture: We have all seen it. When there is an uber-talented team member, they often get special treatment. And when that person is a jerk, it can really tear down the culture of the team. Getting rid of that talented team member can often be the bravest and most powerful move a leader can make.
Power In Positivity: When you create a culture (like Ted does) where you continually lift people up, they feel better about the organization. And in my experience, if you spend time lifting them up on a regular basis, when you need to provide candid feedback, they are more open to it. Ted Lasso created a positive culture that provided a fertile ground for success. I hope you do too!
It’s time for ThirstyThursday! Thirsty Thursday is the award-winning piece of content from Hasseman Marketing where we take a mystery drink out of a piece of branded drinkware! It’s funny. It’s irreverent. And we will show you some really cool merch as well! This week we feature the Sona 22oz RPET Reusable Bottle w/ FSC® 100% Bamboo Lid. But wait, there’s more! This time Skylar Hasseman Stewart (and Q) join us at the Hasseman Marketing headquarters. Watch the latest episode below!
Why Should you consider the Sona 22oz RPET Reusable Bottle w/ FSC® 100% Bamboo Lid?
The Sona 22oz RPET Reusable Bottle w/ FSC® 100% Bamboo Lid features single-wall construction and a stylish FSC®-certified bamboo lid. The body of the bottle is made from 100% recycled plastic. Through a partnership with 1% For The Planet, one percent of sales of EcoSmart® products will be donated to environmental nonprofits. Hand wash only. This product is not for hot beverages over 140 °F.
Each Thirsty Thursday, we feature a cool piece of branded drinkware. To learn more… head to our shop here.
