Know thy customer. Before you even begin marketing, it’s imperative to know who your audience is. Who are you speaking to? How does your business benefit them?
As that old adage goes: if you’re marketing to everyone, you’re marketing to no one. Define your ideal customer as specifically as possible so that your marketing dollars are never wasted. This exercise is effective whether you’re an established business or just starting out. Here’s why it’s important to define your ideal customer.
Powerful marketing messages create powerful connections
An effective marketing message elicits an emotion or provokes thought. You must connect with your customer on a deeper level than just the benefits of your product or service. Companies like Nike never mention the features of their shoes. All their commercials and advertisements sell the lifestyle associated with their shoes.
They feature great athletes, the feelings that relate to the use of their shoes like running and high impact sports. Have they ever mentioned how good the rubber is or how well it fits? Absolutely not.
You have a different feeling when you think about brands like the Nikes or Apples of the world, as opposed to some of their competitors. This because their marketing messages connect with their target audience on a deeper level.
Think of it this way:
Let’s say your ideal customers are middle aged men and you sell work out supplements.
Here’s a bad example:
“Do you work out? We’ve got the most pure and effective supplements on the market.”
Guess what, no one cares. There is no weight behind that, no connection, it’s generic and boring. Now if you really define who that person is and what they are concerned about.
Here’s a quick example: maybe he is 45 years old, married with kids, very career-oriented. What are his problems? What are his goals or concerns? Here’s an example short list:
- Lack of sleep and energy balancing career and family
- Struggling to find balance between career and family
- Advancing career, more responsibility at work
- Kids getting older and involved with extra-curriculars
- Conscious of health, staying active
A Better Version with Your Ideal Customer in Mind
With these concerns defined, you can create a connection by saying something like this:“Here’s a supplement that will give you enough energy to knock it out of the park at work and spend time the kids.”
This is much more compelling because you’ve actually connected with few of your audience’s concerns.
[FREE PDF DOWNLOAD] Here’s the framework that I use everyday to define ideal customers with my clients.
This is how you begin to write more captivating Facebook Ads, content, and landing page copy, which inevitably drive more traffic and convert prospects into leads and sales.
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