Who is your ideal customer?
Really? Have you created an ideal customer persona? The response, “My ideal customer is one who pays the bill on time,” does not count. Sorry.
Get very specific
Think not of any random customer, but instead think of your ideal customer. Best case scenario. Your ideal customer wants to buy what you are selling. You need an ideal customer persona. A persona is a list of traits, or characteristics, of your ideal customer. The more you know, the more able you are to create marketing messages that will appeal to her and get her to call you.
I am defining ideal customer here. Despite the 76 Million responses I received when I Googled ideal customer, I am proposing you accept this simple definition. Your ideal customer is the person who wants to buy what you are selling. Simple enough?
You are creating your ideal customer
Perhaps you are starting your business, reentering the workforce or taking over marketing responsibilities at work. You have a target market. This ideal customer persona further refines your target market.
For example, suppose you just purchased an assisted living home. This is a place where loved ones take their parents to live when their parents can no longer live at home. They cannot care for themselves.
- Your target market may be a 40-60 year old woman in Northern California. She lives with her parents. Applying this to your ideal customer persona, you can add What does she think of my profession? Her parents raised her. She is returning the favor. She does not need you or the service you offer, she thinks.
- Your target market earns $100,000 a year or more. She is a Vice President. Applying this to your ideal customer persona, you can add How much decision making authority does she have? She must be great when making decisions and getting others’ buy-in. After all, she’s a Vice President.
- Your target market travels internationally at least 10 days per month. She always carries her Passport. Applying this to your ideal customer persona, you can add What is her pain point, and how can you solve it? She feels guilty about leaving her parents home alone so often. She needs a place where mom can feel safe, warm and loved every day. Your ideal customer cannot provide that. Can you?
Your ideal customer may already be a customer
Perhaps you are already running a business or doing the marketing. The whole Internet marketing concept is something new. A friend handed you this book and told you to read it cover-to-cover.
You want better results. You want to spend less. Newspaper, magazine and phone book ads are not generating a strong enough return. You saw ideal customer in the title. This sounds appealing.
Perhaps your ideal customer is already a customer. Look at the customers you attract. What common traits do they share? Apply the 80/20 rule. 80% of your income comes from 20% of your customers. Ask these additional questions about the 20% that keeps you in business:
- What is her gender?
- What is her age range?
- How much education does she have?
- What does she do in her free time?
- Where does she get her information?
For more, see http://idealcustomer.net.
Schedule Mark today
Nobody is drowning in cash. That includes folks who attend your events. Bring in Mark to show your attendees how they can define and attract their ideal customer. Mark Anthony Germanos lives in the real world. His ideas work. His ideas helped his business avoid bankruptcy and return to prosperity. Mark can share his ideas with people who attend your event. He has presented Attract your ideal customer workshops to business owners and nonprofits. Call (415) 997-8864 today to schedule Mark for your next event.