Reaching your ideal customer

Posted 30 Jul 2010

Ever struggled with determining who your Ideal Customer is and how to communicate with them?

Some of the more common challenges come with:

Not identifying your ideal client demographics well enough.
Not identifying what your ideal client thinks and their purchase motivation (Psychographics)

Demographics give you their characteristics that identify their abilities, needs and interests of your customers; Psychographics identify their motivation or reason for making the purchase.

Demographics: who is buying your service

Psychographics: why they are buying your service

Where are you missing the mark?

All too often we see people jump straight into the sales process without building a relationship with that potential customer or even communicating with them in a way to suit their pace and relationship style.

If we are to look at this further have you really defined your ideal client Demographics and Psychographics enough?

To define these further we need to also look at when and how they communicate. The type of language they use, at what speed and format it is delivered in, where they source this information from and how much creditability they place upon it.

By examining it further you may well discover that the information you have for your ideal client is too long and wordy or not even in a language they understand. Worse yet you may be selling the benefits or features of your product rather than how your product or service actually provides a solution for their unique challenge.

If you convert this to lost leads, this may be the reason your marketing information is not performing as well as you wished. Is it in the wrong language at the wrong speed for the wrong audience selling features not solving challenges?

Take the time to revisit your ideal client profile. Once this is streamlined and perfected, you can then duplicate it across to another service or product. Just like most franchises do, they start with one systemized product and then drop an almost identical product into their client base. The language they use to capture the young children is much different to the language etc used to capture the family meal market.

Sit back, Take a moment to reflect and get some outside perspective on your Marketing.

John Burkhardt

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