LESSON 1: What is an ideal customer profile?
Your Ideal Customer Profile (or Avatar) is your guide to the person who’s exact needs are met through your offer. This person loves what you sell, gets huge value from it, and believes in what you do. Through their purchases they help move your business in the direction you want it to go.
In return you're passionate about serving your Ideal Customer because you know what you offer can help them, and you believe they are deserving of incredible things that make their life easier.
When you have clarity around your Ideal Customer you'll find:
> it's much easier to write content that resonates
> you'll attract people who are pre qualified to buy from you and tell their friends about your business
> you'll have a potentially smaller audience but that audience will provide much more growth for your business
Note that if you offer a few or many different products or services, each of those will have their own 'mini' Ideal Customer Profile who's specifically inclined to buy that product.
The way you speak to each group of people will be different.
They probably all share some core values, characteristics or demographics, but they have different drivers that guide their purchasing decisions and you can tailor your messaging to speak directly to that person.
The good news is all you need to do is be aware of this when you write your copy for each product or service.
You can whip up an Ideal Customer Profile pretty quickly for that item before you get started, and that will subtly guide your copy to help you get better results.
LESSON 2: Begin with an existing customer
How do I define my Ideal Customer Profile?
Step 1. Start with an existing customer
Think for a moment about some of your existing customers. Is there someone who's purchased from you who's become an absolute raving fan? Who tells people about what you do without you even asking them to? Gives you incredible feedback?
That person is your Ideal Customer! For the purpose of this training, let's call her Lisa. When you craft your Ideal Customer Profile, you can do so with Lisa in mind. You might even want to use their photo on your profile, or call your Ideal Customer Avatar Lisa.
When you do this, your bond with your Ideal Customer Profile is strong. It's like you know this person already. You get Lisa. When you write copy on your website, you write it with Lisa in your mind, constantly asking yourself 'Does this resonate with Lisa? Would this get her excited? Does it align with her values and dreams and make her feel good?'
LESSON 3: Demographics and psychographics
Define your Ideal Customers demographics and psychographics
Clarifying Lisa's demographics and psychographics will give you a clearer insight into what makes her- and others like her- tick. Knowing these things will also help you drive strong brand messaging and allow you to target the right people, in the right place, at the right time.
These include age, generation, gender, location, family situation, education, occupation, household income.
Example: Lisa is a 24 year old graphic designer who's recently snapped up her dream job. She lives in Auckland, is single and earns $100k per annum. She has a dog named Oslo and lives with 2 flatmates.
Insights: These demographics can help you understand how to narrow your advertising targeting and reduce spend.
Your customer psychographics include their different attitudes, personality traits, values, lifestyle or interests. Is Lisa an introvert or an extrovert? Does she spend her weekend partying or parenting? Does she love exercise and the outdoors or does she love wine and chocolate?
Example: Lisa is an extrovert and spends her weekend socialising. She loves coffee, often hosts dinners and cooks for friends, and enjoys creating a relaxing, homely and 'cool' vibe. She loves getting outside with her dog and enjoys exercise although she probably needs to do it more. She loves her family and is a strong environmentalist. She has her own vege garden, recycles, and places value on purchasing ethical, organic goods.
Insights: Let's say you sell candles and Lisa is your Ideal Customer. You might use lots of images of happy groups of young people having or making dinners together (with your candles in view) in your marketing. Your advertising might speak to a need to relax and unwind amidst the hectic lifestyle of work and socialising. You might deliver your candles in a recyclable box.
LESSON 4: Emotional Drivers
Understand the dreams and fears of your Ideal Customer
To deeply understand Lisa and how you can serve her, you can look to her motivations, hopes and dreams, and the fears and challenges she faces.
You want to understand:
- where she is now
- where she dreams to be and why
- what she's scared of or worried about
- what's holding her back from getting there
When you know these things, you understand more the transition Lisa deeply desires to make, what's standing in her way, and critically- how you can better help her get there.
Example: We know Lisa loves to socialise and bring people into her home. She dreams of hosting great parties that people feel truly comfortable at and want to be a part of time and time again. She loves the praise she gets from hosting and can be known to spend an entire day prepping for a party, fussing over the small details and worrying things aren't going to be right. Because she's also environmentally conscious it can take longer to shop and find the products and food she wants to share which she finds frustrating. She's often left rushing right before people arrive and doesn't have enough time to get ready and feel great herself.
Insights: In our marketing we can use beautiful images of our candles in social situations that show visually how quickly and easily our candles can transform a space from bland to cosy. We can infuse our candles with a delicious, soothing scent, and talk about lighting one as you get ready to calm your nerves, help you feel relaxed and set the mood from the minute your guests walk through the door.