One of the first challenges I almost always have to tackle with new clients is getting real about exactly who they are talking to. Here’s how that first conversation typically goes:
Me: So, Dream Client, who’s your target customer?
Client: Women, 25-60.
Me:….Ok, that’s a start, but it’s hard to intimately understand the needs of 3.5 billion people.
Effective marketing feels like it was made just for you. It wasn’t of course, but it feels that way because it was made with people like you in mind - people with similar interests, likes and dislikes, income and family systems, etc. The problem with a customer profile as broad as ‘Women, 25-60’ is that you end up sounding like you’re talking to no one in particular, and that makes you easy to ignore.
Here are four questions to ask about your target customer that will help you start creating content that feels like it was made just for them:
- What are three things that your target customer values? (ex: free time, saving money, entertaining, travel, personal connection, etc)
- What are three things that your target customer struggles with? (Hint: these are the pain points that your business should be helping to alleviate.)
- If your target customer had one hour of free time today, what would they be doing? (Hint: This can also be a good indicator of what they value.)
- What are four other brands your target customer frequents/enjoys?
Your target customer’s pain points and sources of joy are so much more helpful when trying to create content than simply their age, ethnicity or gender. Once you answer these questions you’ll have a pretty clear idea of exactly what these people want you to talk about.
Want more? Download my free Customer Profile Guide below for more guiding questions to help you laser focus your content.
Really stuck? Check out my MOJO packages - they are made to help busy business owners who know that their brand could be communicating better online, but don’t know where to start.