Defining Your Ideal Client
Can You Define Your Who??
Every business has customers or clients, but when was the last time you sat down and really thought about who your Ideal Client is? I bet it has been awhile. If you are like me, you are so busy “doing” your business that you don’t give yourself the time (or the pleasure) of sitting back and looking at your business. Really looking at your business.
Hopefully, you have mastered your “pitch” when asked “what do you do?” by a new person you meet. But can you answer “who do serve or help?” just as clearly and concisely??
It has been my experience that most business owners can’t answer that question of WHO, clearly. Taking the time to think about your audience base will save you money, make your sales efforts more effective and increase sales. Otherwise, you will spend a ton of time and money throwing darts at a board and praying they stick! And, when they don’t stick, you’ll be discouraged, broke, and blame your website/brochure/social media instead of looking at the core of the problem.
Every part of your marketing and sales process “touches” your clients and having a customer avatar will make all of your marketing and sales decisions soooo much easier!! Everything from marketing to pricing will be easier to create and implement when you have a strong handle on your WHO!
Create a Customer Avatar! (Sounds hi-tech I know, but I promise, it is NOT!)
Here are some tips to help you define your Ideal Customer:
First, look at your CURRENT clients/customers and answer the following questions. By looking at your current audience, you can easily begin to find others just like them.
What is their age?
What is their gender?
What is their profession?
Where do they live?
What is their marital status?
How many children do they have?
What is their income?
What is their education level?
Knowing the answer to these questions gives your perfect client a look and feel so you will be able to recognize them when you meet them in the future.
What are their goals?
What are their values?
What are their hobbies? What do they do for fun?
Where do they get their information? (books, magazines, online etc)
What charities/causes are near and dear to their heart?
Knowing the answer to these questions will help you create content that speaks to them; gives value and benefits
Where do they do business?
Where do they shop and how do they make purchases? (online, offline)
Where do they network?
What social networks do they use?
Knowing the answers to these questions will help you determine where you should be marketing and advertising.
This is where the value of your product or service comes in
What are their challenges or pain points?
What solution does your business give them?
Who else do they work with to solve their problems?
Taking time to answer these questions may seem daunting at first, but you will get the hang of it. You don’t have to answer every question, but it will help to be specific. In fact, I suggest that you give your customer avatar a name and build different avatars for different segments of clients you may have!
Lastly, once you’ve mastered this technique, give some thought as to the WHO you are not reaching, but would like to. If you’ve been thinking of reaching out to a new segment of people, go through this process again and this way you will know that new client as soon as you meet them!
I’d love for you to share your process and your final customer avatar with me when you are all finished! Connect on Facebook, Twitter or LinkedIn so I can give you a big Woo Hoo when you understand your WHO!