Every time I go through this process with a client, I’m amazed at how well it works. It’s easy to overlook this simple idea, or to brush it off as nothing new. “Yeah, yeah, we’ve heard of that, now let’s get into the meaty strategic stuff. Let’s not waste our time on that airy fairy mumbo jumbo.” (And if you’re prejudging simple ideas without trying them, you’re probably not using true listening.)
You know what I’m talking about — the ideal customer exercise. The one where you narrow down your target market to one representative individual and assign characteristics, like gender, age, family situation, job description, income level, the car they drive, the magazines they read, where they shop, what pressures they have, and what their goals are. It really is just as simple as it sounds, but every time I do it with a client, amazing and relevant insights emerge.
A real understanding of the needs of the market starts to sneak into the conversation. Light bulbs go off. Looking at the portrait we’ve developed on the flip chart in front of us, suddenly we feel closer to our customers, we understand them a little bit better, we feel more focused about how to reach them, about how to assist them instead of just trying to sell to them.
I have certain real clients that come pretty dang close to being perfect for me, and when I write to my entire audience, I always picture them and write specifically to them, as if they are the only one who will read it. Sure, it may exclude some people in my radius, but if this one person is a terrific fit for me, then I want more clients like them — and if what appeals to that type of client turns off others, that’s okay by me.
{ 6 comments… read them below or add one }
Marcia,
thanks for the reminders here. You’re so righg, we forget the basics and go “all out” and if we’ve strayed from the basics then we wonder why something didn’t work.
I’ve copied the characteristics from paragraph two and put it in my notepad program and will go to work refining this as soon as I’m doing following Connie’s bloggers.
thanks again
Terrie
Thanks for the great tips, Marcia. I’m in the process of narrowing my target and your article is very timely. So glad I found you thru Connie’s challenge. Check out my blog if you get a chance (at the website listed).
Best,
Evelyn
Marcia–
Liked your post so much I referred to it in my post today…maybe the trackback will show up here??? Just in case, I wanted to let you know about it and say thanks for the inspiration!
Hi Terrie,
Yay! So glad my list helped you. And you’re right about the basics, we do need to do them to have stuff work!
Evelyn, I WILL check out your blog! Happy you came by.
Todd, thanks for the boost — don’t know why the trackback didn’t show up. Technical stuff is not my strength. I know they’ve showed up before, so ?? Important part is, we helped each other. A good thing!
Marcia
Whoa, Nellie! This is a good one!
I know precisely who my target audience is (my ideal client) and yet there’s still so many variables to consider when deciding if someone is the right fit.
Your post has provided wonderful insight, a checklist of characteristics, and a good old fashioned boot in the butt to steer away from selling!
Write On!
Melanie
Thanks, Melanie!