How To Quickly and Easily Identify Your Ideal Customer So You Can Create Winning Marketing Campaigns That Speak Directly To Their Needs.
The ridiculous idea you will ever consider that will set you up for disappointment is the idea that your business is for everybody. As ridiculous as it may sound, I can bet an arm and a leg that over 90% of the business owners you see today have swallowed it hook, line and sinker.
I often love to tickle a lot of business owners with the simple question because I can almost predict the answer. The assumption that once they have a pulse and a wallet they are prospective customers.
Truth be told, your business is definitely NOT for everyone, and I teach this at every event or workshop to business owners from different industries.
There are a few things to consider when defining your ideal customer and I like to define an ideal customer as one who is most susceptible to your marketing message.
In addition to that they must possess these basic characteristics before they are even considered:
· They have needs
· They want a solution
· They are willing and able to pay for that solution
Now, let’s go a step further to buttress the importance of defining your ideal customer, and quite frankly this is not just a business concept but also a principle that applies to life.
Every person has an idea of the kind of person they want as a lifetime partner, even to the most minute details such as stature, personality, financial status etc. so why not your business?
This concept is what big brands like Nike, Apple, Disney, Rolls Royce and Amazon use to create laser targeted campaigns to their customers because they know who they are. But the big question that lurks in the mind of most business owners is How do I define my ideal customer? Now, there are 3 basic ways of defining your ideal customer and they are:
1. Demographic Info
2. Psychographic info
3. Psychic-graphic info
This has a lot to do with answering the very basic questions about your prospective customers so you can position your business as the ideal choice for them.
· How old are they?
· What is their gender?
· How much do they earn?
· What is their family size?
· Where do they live?
· What is their ethnic group?
· What is their educational level?
Once you are able to determine the answers to these questions for your ideal customers, you are steps closer to the assurance that you are speaking to the right set of people for your business.
This goes a lot deeper in understanding what the values and lifestyle of the prospective customer and it opens up a better opportunity to sell to them and increases the chances of success for your business.
· What are their values?
· What are their interest?
· What are their hobbies?
· What are their religious views?
· What is their personality?
Again, going through these questions and getting them answered, gives your business an informed conclusion and opens up a channel on the right solution to create for your ideal customer.
This is at the core of every successful marketing campaign you have ever seen because it speaks directly to the secret desire of a prospective customer and calls them to take action on the spot. Here’s how to figure it out:
· What do they worry about the most?
· What is their single biggest problem that you can solve?
· What do they secretly desire the most?
I can guarantee you that this will definitely position your business for stratospheric success and give you an unfair advantage in the highly congested marketplace.