Do you know who your Ideal Customer is? Do you even know who your current customer is – the demographic of the people who most often buy your products?
If not, this workshop is for you. We’re going to cover what an Ideal Customer is; how to create a Ideal Customer Avatar that you can use to help you write all your business copy (blog posts, product descriptions, social media posts etc.); and how and where you can find and connect with your Ideal Customer.
If you ever find yourself struggling to connect with the people who want what you make – or if you struggle with the tone of voice and language to use in your marketing, this workshop will be super-helpful.
Links:
Workshop Slides: Thriver Circle Workshop
Workshop Audio: Thriver Circle Audio
Task: Create your Ideal Customer avatar. Use your avatar to find 3-5 blogs/magazines to pitch to.
(This workshop was first published – Jul 2015)
So pleased this subject has been broken down into points and always so practical Jess. How many times have I read ‘write to your ideal customer’, but no one has ever explained how. This will be really helpful to me. As someone who is yet to start up, is it best to sell a few pieces first to find my ideal customer, or have an avatar of who I think and then adapt if required?
Bev – I reckon it will help to do the avatar now… as you say, you can always adapt it in future!
I will do the avatar! Great workshop.
Jess – this was a great workshop! Wish I had gone through this exercise sooner. It really helped me identify some niche customers and think about a targeted marketing strategy for the three avatars I created. 🙂 Thank you!!
Fantastic to hear, Rachel – glad you found it so helpful!
I am loving this! I’ve learned so much already, it’s hard to process it all. My question is about pitching to a blog: What would you write about? Also, am I correct in understanding that you would write under a nome de plume as your “ideal customer” avatar, or would you just write “to” your avatar?
I have another question, and that is: Is your ideal customer your ideal YOU? I mean, does he/she have things in common not just with who you are (though even that won’t be 100% true) but who you WANT to be?
For example, I sell natural bath and body products, and some of my ideals are things like functional art, back-to-earth living, natural hair treatments, and true beauty that springs from the soul. However, I don’t always live up to those ideals as much as I would like. I sell face masks and encourage customers to use them once a week, but I honestly use them about every other month because I’m busy. I idealize minimalist living, but I love getting pretty things and sometimes spend too much time at garage sales.
Should I speak to those who are just like me: busy mothers, needing things fast and simple, often getting burnt out with life, etc.–or should I speak to what I would like to be: a woman who lives every moment with care, takes time with her family and time to care for herself, remembers what’s really important, sees all of life as art, and looks pretty to boot? Or–third option–should I speak to someone totally different whose only common interest is in natural skin care? I feel I would sell better to those whose values and spirit resonate with mine.
Thank you so much for this resource! I am looking forward to the journey.
Ashley – you always use your avatar as someone you are speaking ‘to’ – when you’re writing social media posts, product descriptions, or your own blog posts. When pitching to a blog, just be yourself 🙂 And the idea is to give them a story – something they would want to tell their reader about.
You may or may not have a lot in common with your ideal customer – it depends on your circumstances. I do, and it sounds like you do, too. I think you can speak to the ideal – while also being down-to-earth about the reality. Do you think your ideal customer would resonate with that approach? Everything is a process – and we are all just doing the best we can – none of us is perfect, and that is beautiful.
Thank you! I think that is good advice. As I was pondering the question later, I realized that I want to appeal to people who would appreciate my products and the style in which I present them. I also want to encourage others to the type of lifestyle I myself aspire to live.
Yes, you are right in saying we are all doing the best we can, and we are all growing, and that is beautiful.
Ashley, I have wondered the very same thing.
I was told that sometimes it’s good to not be your ideal customer. It makes you more focused on making what your true ideal customer wants to buy rather than making what you want to make.
For eg. I would love my upcoming stationery/homewares range to be as popular as kikki.k or Kate Spade one day. I LOVE all things by these brands but I don’t buy regularly. Therefore, I should be talking to someone who does snap up everything these brands create.
Maybe you should be talking to people who do have the luxury of time to put on a face mask once a week. Before becoming a mum I had time to primp and preen regularly. Is it those DINKS that you should be talking to? Because they will use your product more often, therefore purchase more often etc.
Also, if one day (or when!!) our brands are huge and we take on staff, they might not be the ideal customer but if they have a brand bible/tone of voice guide to follow they can still communicate to the ideal customer in the style that has been carved out for the brand.
I think it’s down to – are we in this for the love of it, therefore be yourself and be your ideal customer. Or are we in this for the business, the success, the sales – if so, talk to those who will spend the most money most often.
I’m trying to find a good balance between the two.
Hi Lynne,
Thank you for your comments. We are all still working this, aren’t we? Do you have any ideas on how to find out who will buy your brand? What have you done to find this out for yourself, since you know those people aren’t just like you?
Ashley
Hi Jess,
do you know on Etsy if I can narrow it down even further to age?, I know you can select gender and give an idea of what product description it is eg: modern.
I know like you said on Facebook you can but with Etsy being such a huge market I feel so small in a big tank.
Karen.
Hi Karen, I don’t believe you can, unfortunately!
Hi Jess!
I love you and everything you say always makes so much senses.
I am still SO confused on my ideal customer and my niche. After looking on facebook, I can see that it is a woman 35-54 which is what I thought, BUT I don’t know what problem I am solving or need I am fulfilling!! I sell sea glass jewelry like thousands of others. Should I try to design something no one else designs and go that route? Also, that isn’t super reproducible. I was wondering if your product sales kind of steered you into the wedding rings you make or if you started out with that idea from the start. I am just rethinking everything. HELP! Deb
I definitely followed the sales when it came to specialising in wedding rings. We made a few, they started selling, we made some more… and eventually, that side of the biz took over – it was an organic process.
As to the problem/need – that’s something to get clear on, because you can’t market to people’s desires or needs unless you understand what they are.
Jess,
I so appreciate all the information you shared in the workshop! I now have a better understanding of how to determine who my ideal customer/ target market is. I also made a list of people who I know that have bought jewelry from me. I thought by comparing what they had in common It might further help me pinpoint my customer. I appreciate you and all of your pioneering work.
SuzAnne
I’m so glad to hear the workshop was so helpful to you, SuzAnne! Thank you for sharing your lovely feedback x
Hi Jess,
I am working through the current YYTT and have been popping in and out of some of your amazing workshops from 2015 & 2016. Just wanted to say thank you and let you know how helpful this has been. This particular workshop has really been enlightening for me as I work through my Business Plan. It makes so much sense to “picture” who you are “pitching” to! It has also made it clearer to me that I must plan and style my new website to suit both my products and my potential customers.
Paula
This is so exciting…getting into the meat of the whole thing. Recently I got an idea for my niche and it really helps me to do this next part. It is amazing to me how clear you make everything. Thank you for sharing your experience, expertise and caring…… it comes thru in every workshop session.
Ok I really went with it!! Just filled 4 pages and feel like I could keep going! LOL! I did this exercise in my previous failed business as a potty training coach and really really really struggled with coming up with an ICA. Just shows it was not meant to be. So happy to be working on my new biz and being in the flow! Also grateful to be in the Thriver Circle!! I’m so enjoying this course. Cheers!