It doesn’t matter how wonderful your product line is, if you don’t know who you’re creating the items for, don’t be shocked if the response is lackluster. If you’re feeling a little uncertain about who’s looking for your products, here are some ways to accurately define your target audience:
It sounds simple, but many entrepreneurs are so busy with their packed schedules that they forget to take a minute to analyze what their current customer base looks like. Who’s making a purchase? What are they buying? As you analyze your clients, take a minute and think about their:
If you don’t have answers to some of these questions, don’t be afraid to ask! Your customers want to know that you’ve taken an interest in them, and will probably be glad to give you some additional information to allow you to tailor their shopping experience even more effectively.
It’s nice to be loved, of course, but when it comes to running a business, it’s extremely difficult to have mass appeal. In fact, many times you do your brand a disservice when you try to be liked by anyone and everyone. Instead, get specific. Are your ideal customers women ages 18-34? Great! Zero in on that demographic and make sure you’re perfectly in tune with what they need. Don’t be afraid to talk to a specific group when you’re crafting your offerings.
Even if you have a good sense of your target demographic, it can sometimes be challenging to visualize what this group might want out of your brand. To make this easier, personify your target customer base. Instead of picturing your customers as all men in their 50s in your area, create an individual persona that represents this one base. You can call him Jim, and make up a backstory for him. Where does he work? What does he do for fun? Is he married? Does he have kids? When you get to know “Jim” well in your mind, it’s much easier to imagine what Jim might or might not like to see from your brand in the future.
If you’ve got competition in your industry, you might not share the exact same customer base, but you will most likely have some overlap. Because of this, you need to be aware of who your competition is targeting. If you’re going after completely different bases, it may be time to make some adjustments.
Need some help identifying your ideal customer? No problem! E-mail me at Keith@BuckleUpStudios.com. I’m glad to help you get clear on the people who would benefit the most from your products or services.