Creating A Customer Profile
1. Who are you selling to?
There’s a common misconception with business owners that we want to sell to everyone. After all, what we do is incredible so why wouldn’t everyone want to buy it?
The problem with this is that it results in unfocused marketing, it wastes money and energy. It’s far better to realise that not everyone is going to buy and actually we don’t want everyone as a customer.
2. It’s more than statistics
When thinking about your ideal customer, you think beyond the statistics. Also known as demographics, these are things about your client. Their age, gender, marital status etc.
These things help identify groups of customers but we want to go deeper.
3. Introducing Psychographics
Psychographics is a deeper understanding of our customers. We look at their likes and dislikes, hobbies, lifestyle, attitudes.
Once we have this information, we can segment the first group further.
We can identify places where our clients ‘hang out’ and then use these to approach them.
4. What keeps them awake at night?
Marketing basics is about filling a need or solving a problem for our customers. Thinking about what keeps them awake at night, gets us to think about what we’re selling. We move away from the practical into the real reason people are buying
Think about it this way.
Who wants to buy a mix of plastic, metal and wiring? After all, that’s all a drill is.
People don’t buy the drill because they want the thing. They think they buy the drill because they want a hole.
But actually, what they want are the feelings the get when they see the picture that they put up by using the drill.
The picture might be family, so it reminds them that people love them and they love in return.
The picture might be a favourite place, so it reminds them of a time when they felt calm and happy.
The picture is a trigger to feelings and those feelings are what makes the person feel good.
So our aim, in this section, is to think about what motivates the person to buy your product.
- What is it they want from it?
- How do they want to feel?
- How does it work with their dreams?
- How does it help reduce their fears?
5. Putting it all together
We’ve covered what we need to do, the next question is how to do it. You can print off the free workbook or use a blank piece of paper, whatever is best for you.
Work your way through the questions. Think about customers you have, particularly the ‘good’ ones. These are the ones that are loyal, that spend money, that you want more of.
As you go through the workbook, there may be questions you can’t answer. Try to find them out. The more information you have, the better.
Do this for the clients you don’t want too. You’re looking for similarities across both the groups and differences.
6. Creating your customer profiles
Then, put the information together. Give the customer a name. If you want, find a photo on the internet and give them a face! Don’t forget to create one for those you don’t want.
This is what we are going to use to attract more customers that you want. It will impact every decision you make. So, when considering advertising, you ask yourself, will my ideal customer see this? If the answer is no, then don’t waste your time and money.
This exercise takes about 30 minutes. Find those 30 minutes and work out who you want your customers to be.