Know your customers

Know your customersYour Ideal Customer


The simple truth of great marketing is to get yourself out of your own head & into the mind of your ideal client.


Obsess less about what your business will give you financially and or emotionally & totally focus on what you can do for your client.
Think about WHOM your IDEAL client is and WHAT is it that they need from YOU.


Put yourself in their shoes. You need to understand them as well as they do themselves, to the extent that you can think what they are thinking; empathise with how they are feeling. It's like you passed them in a crowded room and somehow you would know who they were.



Who are they?


Make it simple.


  • Their age
  • Sex
  • Income
  • Location


Describe them as though you were sitting down next to them. Give them a name as it helps to visualise them more clearly.


  • What do they look like?
  • How do they speak?
  • What would they wear?
  • What car do they drive?
  • What stage of life are they at?
  • Are they married?
  • Have they got kids?
  • Do they work or not? If YES, what? where?
  • What interests and hobbies do they have?







If it helps grab pictures from magazines & stick them on a board to bring it all to life.



What is Important to them?


Now get into what makes them tick.

  • What do they like / dislike?
  • What is important to them?
  • What do they believe about the world?
  • What do they do when things get tough?
  • What do they value most in their lives?
  • Are they happy with where they are?
  • What do they wish they had more of?
  • What would their ideal life look like?
  • What would they like to achieve above all else?








Where do they spend their time & money?


Get real specific and identify 4 or 5 places where they spend time & money. It could be an online site, or a favourite store, maybe a business network, or simply magazines they read. You want to figure out the places they go, where they hang out & meet like minded folk. Find the other businesses they spend money with & look at; what experience do they get? How are they a fit? It’ll give you ideas for collaborative links & value added parts to your own proposition.



Where is their Pain?


You're getting to the core now. Think about what is it that gives them ‘pain’. What’s their biggest problem? What keeps them awake at night? What are they worried about? What are they afraid of? What are those fears & frustrations they have?


To market anything effectively you need to know why they might want to buy from you. The answer lies in how big a problem they have. In essence if you can understand their problem and solve it for them you remove their pain. The secret is to give them a solution to a problem. You can only do that if you understand their pain!



What do they want?


Thinking about their fears & frustrations, what is it that would solve their problems for them? If they could wave a magic wand what would they ask for? What is the outcome or result they seek? Remember it may not always be a tangible thing, it could be more to do with how they feel or the experience they get.


Think about where they go, right now, to get any of those frustrations solved & ask yourself what is it they want the most?



How do you solve it?


Last, pull it all together!


  • What is it that you offer or do that is going to solve their biggest problem for them?
  • What is it you can give them that no one else is able to?
  • What can you do that is better or different from anyone else?
  • How are you an exact match to what they need?
  • What is it you will have to offer that will grab their attention?


Because you’re talking their language, you’ve tapped into their biggest fears and you can get them what they secretly desire.



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