Understanding your customer persona is the first step
We all have a type, a particular ideal that attracts us.
While the answers may vary- a blonde with a wicked sense of humour or someone tall, dark and strong- what doesn’t change is the general outcome of wooing your type.
A connection. A sense of purpose. Longevity.
When you're talking to everyone, you're talking to no one
In the business world, when someone is asked who their type is, they’ll probably say anyone with money.
But while we can joke that some people’s business and romantic ideals are one and the same, we know it’s not as simple as “anyone and everyone.”
The mark of a successful business is that they know exactly who their ideal customer persona is. Depending on your range of services and products, it could vary but the important thing is to not focus on pleasing everyone.
By narrowing your focus on a few key customers, you can then:
- Dig deeper into customer's needs, wants and values
- Build a stronger, more direct marketing strategy
- Provide services and/or products that are more relevant to your customers
So how can you make sure you find the right match?
When it comes to identifying your customer persona, take these three ideas onboard so you can fine tune your “wooing”.
Three concepts to consider when thinking about your #1 customer
Here are three concepts for you to ponder when thinking about the customers you want to attract:
1. What are you selling? Who is it helping?
If you sell pizza, chances are you’re gonna attract hungry people. If you provide plumbing services, you’re most likely going to help people who need their plumbing fixed.
Sure, you can delve into other products and services you might offer, but what’s the core thing you do? What’s your niche? Who are you helping? How are you helping them?
Think about the person who’s about to call or email you ‒ what do they look like? Why are they calling you?
Once you take into account who this ideal type might be, sit down and write down what you might know about them. It could involve:
This is a good foundation. As you dig deeper, you might discover your ideal type has changed since the business first began. Maybe your customer persona has expanded in a way you didn’t expect.
For instance, perhaps the older generation is finally catching up and now want websites designed for their businesses.
Or it could have become more specific. Maybe you’ve noticed a trend and builders are progressively becoming your top clientele. That’s just as beneficial, as you can now pinpoint who you’re after much more easily.
If so, listen to the crystal clear data coming your way!
2. How does your ideal customer talk? How do they interact?
If they’re builders, consider what kind of approach works best. Simple and straightforward? A bit of conversational joking before business?
Think about how they’d like to be wooed: would a phone call work, or would they prefer a good old-fashioned face-to-face chat?
If you’re unsure about this, don’t fret! This is actually the fun part: the sleuthing part.
That’s right ‒ don your private investigator clothes and get your Sherlock Holmes on. Gather more clues about your ideal customer online:
- Are they social butterflies online? If so, what’s their preferred platform?
- What kind of things/groups/organisations do they like?
- What do they post about?
- What kind of information do they forward to friends, family members and colleagues?
Knowing your demographic is huge when picking the right lingo. You should obviously be authentic when communicating with people, but you’d be surprised what a little bit of research can do for you.
Essentially, you’re finding common ground to branch off with. Something to break the ice in case you need it.
3. What does your customer care about?
Savings? Quality? Attention? Freebies?
Again, this comes down to doing a bit of research as well as asking your ideal customers for feedback.
But they need to perceive you as authentic. If you’re sending out an email asking for feedback, does it look and sound like an automated response made for the masses?
Yes, we understand ‒ asking each customer you hold dear what you could do better does take a lot of time. But so does running a business or keeping a romance healthy. By taking the time to do this, you’re showing you care about who matters.
Plus, when you understand what your ideal customer cares about, you can improve your own core offerings. When you look at it that way, this kind of process allows you a free research group to boost your strengths and remedy your weaknesses.
Have you found your ideal customer but not sure how to write for them? Back up your design with website copywriting.