Who are your target customers
5 easy steps to find out your target customers
Imagine you are looking for a special gift for an IMPORTANT person. Someone you want to win over.
What do you do?
Go to a store and
a. buy what you like?
b. buy what the seller likes?
c. buy what the important person likes?
If you answer a. and b. have chosen, check out our coaching program for entrepreneurs & freelancers.
It works wonders 🙂
Your target customers are this important person
If you don't know your customers well, it's like giving a failed gift. You're buying something that doesn't go down well. Perhaps it was more her taste than that of the recipient.
Which doesn't make things any better.
The fact is, you are not achieving your goal of making someone happy. Your partner may just punish you with an unapproachable look. Which is not nice either.
But your customers make two mistakes that cost you sales:
Mistake # 1: You are offering the wrong thing
Your ideal customers have a different problem than you suspect. And that's why you design advice, coaching or training packages for topics that ignore the wishes of your target customers.
This is easy to do when someone copies ideas from a competitor without understanding the strategy behind them.
If you're not getting enough customers, it may be because of that. Or but
Mistake # 2: You are offering the right thing wrong
If you address the right problem, you have to put it in the right framework for your customers. You need to formulate your offer in a way that customers understand that it is right for them.
In terms of the benefits, the benefits you offer.
And in terms of the marketing you do. Because customers almost always take a lot longer to make a purchase decision than providers suspect.
And customers need a lot more information to even be able to shortlist someone as a provider. Read more about it here: Finding new customers: 3 questions your marketing needs to answer.
These five steps show you how to take the first step towards these people, your ideal target customers:
Step # 1: List people who are in your target audience
Who are the people who will buy your listing? What is their role? Or what role or name do you give yourself? Approach these people.
Everyone has several roles in their life. Here some examples:
- A man can be a husband, a father, etc. in his private life
- In professional life there are more roles such as managers, employees, teachers, etc.
- In our free time we are athletes, music lovers, and bookworms.
- On vacation there are tourists, adventure travelers, campers, etc.
What role do your customers have in relation to your offer?
Many name the institution or the branch, for example hospitals, medium-sized companies, industry, manufacturing, as their target customers or target group. There is nothing wrong with that.
But it clouds the view for people. These are the people you are selling to. There are housemen, fathers, mothers, self-employed, freelancers, managing directors, salespeople, HR managers, marketing consultants, SEO experts, web designers ...
In addition, you have to address the people who give the money. If you run a tutoring school, your contacts are not the children who have a problem with math.
It's the parents.
And you have to tailor your offer to them. Ask yourself: Who is buying your offer now? Who is it best for? Who will benefit most from it?
Step # 2: Gather Information
To understand what your customers want, you need to understand their situation. You have to see things through their eyes. The easiest way to do this is to collect information about your target customers:
- Take emails that you receive from customers.
- Talk to employees who have customer contact.
- Evaluate marketing campaigns. How are the results?
Read case studies. Often good case studies can also be found on the website of the competition. Read customer testimonials, here are examples from Passion & Profit.
There you can read firsthand WHAT is important to customers.
And you can build it into your listings and promotion of your listings.
These are just a few suggestions on where to find information about your customers. The more details you find out, the better. Here are some more hints: Help, how do I get more customers.
Step # 3: Find Matches
In many cases, target customers share common characteristics. This can be demographic data such as age, gender, place of residence, as you can find them at the Federal Statistical Office.
But it can also be about views, personal values, beliefs or attitudes that your target customers share.
Are the people in your target group single parents?
Are these people athletic?
Do you have hobbies?
Do you work from home?
Are you technically interested or knowledgeable?
List similarities. This gives you a kind of data sheet about the personality of your customers. And you develop a feeling for your customers.
THAT is the crucial thing.
If your target group is more conservative, it will have an impact on the design, the photos, the font size, the examples you use, the communication channel you use.
If your target group is a single parent, they have less time (and patience) than senior citizens or housewives, for example, which should have an impact on explanations.
Step # 4: Find Your Target Customers' Problems
Evaluate your information.
What are the problems? How are the problems described? What do these people want to achieve? What are you dreaming of?
Take only the information you have. Do not change the wording. It is important that you describe your customers' problems in their words.
The better you know the problems, the easier it is to create sales-boosting titles for events, courses, webinars.
Because even a wrong title can cause a promising campaign to fail, here is an example: 3 steps on how to create sales-boosting titles that attract customers.
Step # 5: design characters from real people
Now comes the decisive step. Give your target customers a face. And I mean that literally. Give him or her a name.
Find a suitable photo.
You can also take photos of current customers, for example from their website.
Glue the photo on a piece of paper and write the name under it. List all of the information you gathered in Step # 3 and Step # 4.
Voilá - you have turned an anonymous “customer X” into a person of flesh and blood. From now on, you'll never have to worry about getting new customers on a regular basis again.
This target customer avatar should accompany you from now on. He's a team member who can answer important questions you may have, such as:
- How does Stefan find this packaging?
- What questions does Judith have on this topic?
- What is Katrin looking for on the website?
Your target customers are the first step in a thriving business. Perhaps your target customers have changed and you are assuming the wrong assumption.
Perhaps see the world through “supplier eyes”. Whatever it is - the key to successful customer acquisition lies with this person.
You will find further information in the free Passion & Profit Report.
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