The real question is this: How do I know where my customers are, and when I find them, what do I say to them to build a real, lasting connection?
Before we figure out what you should say, we have to find your customers.
If you’re in the very beginning stages of your business, you may have no idea who your customers are. Maybe you haven’t sold anything yet or have only sold a few things.
When you’re in the startup phase of your business, you have to start with research and a little educated guessing. Over time, you’ll be able to build a very clear picture of your customer and exactly who they are (and where they are and what they like).
Let’s start here-with a few terms you’ll need to know.
• Target Market
>>These two terms (Target Market/Tribe) refer to the larger group that contains your ideal customers (you know, the ones who adore you and buy everything you ever make, the moment it’s released). If you were to have a party and invite all your ideal customers, you’d have your tribe or target market in your living room. 🙂 They’re like minded individuals that have you (or your product/company) as a common denominator.
• Customer Avatar
• Customer Profile
• Buyer Persona
As you research how to define your target market, you’re going to come across these various phrases which all refer to the same thing: your “ideal” customer, boiled down to their demographics, lifestyle, and other details about them.
You’ll find that while it’s a single person we’re talking about, their features will resonate with a much larger audience.
I know that sounds counterintuitive (narrowing your focus to ONE) but I promise that it’s the most effective method.
For example, I love Anthropologie but I fully recognize I am NOT their target market. I don’t fit their clothes but most importantly, I’m not willing to spend $1,000 a visit on a new outfit. Not.gonna.happen.
Does that stop me from shopping there on occasion? Heck no! Does it stop me from admiring everything they create and display? Not one bit.
They have a crystal clear picture on their ideal customer, so complete it probably looks like an encyclopedia (just kidding, I’m sure it’s short + sweet-exactly what you want). That type of clarity allows them to speak directly to the hearts and minds of their perfect people AND others that share some of the same features but not all. Like me.
See how that works?
If you want to learn more about defining your target market, stay tuned! There’s more on the way.
If you’d like some one-on-one help defining your target market and discovering your perfect customer, let me help!
Book your Brand Exploration today and we can schedule your in depth session to start June 2015. Stop struggling and let the expert help-it’s why I’m here.