The single most important step in marketing is understanding who you want to serve with your business. Many of my clients have a hard time with this because their product or service can help just about anyone. The trouble with that approach is your focus is so broad, you end up not being heard by anyone.
One of the goals in marketing is GRAB ATTENTION. If your message is generic, broad, or vague it doesn’t capture anyone’s attention.
It’s best to start with “WHO are your people?”
Select one group of people you can serve well. Begin researching that group to better understand them.
You must understand them so well you actually begin to think like them.
Here are a few ideas on how you can find out more about your customers.
- Describe them in detail.
Are they male, female, non-binary, transgender, etc? Are they married? Do they have children? What do they do for work? Do they own or rent a home? What do they do for fun? What books do they read? What mentors or influencers do they follow? What movies do they watch?
I think you get the idea.
- Where do they hang out online?
What social platform are they on the most? Facebook, Instagram, YouTube, Linked In, Twitter, Snapchat, Tik Tok, etc.
- Where do they hang out in real life?
Are they any associations, events, or groups that they belong to that you could attend to get in close proximity to your ideal customers?
- What problem do they have that they can’t stop thinking about?
Describe all the ways this problem is affecting them. Physically, mentally, emotionally, spiritually, etc.
- How will their life be changed for the better when the problem is solved?
Describe what life would look like when their problem is resolved.
Have you done this critical work in understanding your ideal customers?
If not, why? Do you need help?