Stop Guessing Who Your Customer Is
Zig Ziglar said: “If you aim at nothing, you’ll hit it every time.” That idea alone could probably transform most businesses.
Most leaders struggle to GET CLEAR on WHO their target customer actually is. A lot of folks tell me that their customer is “everybody”. This is fundamentally incorrect thinking for any business on the planet.
Here’s an example:
Who drinks bottled water? “pretty much everybody” right?
But who BUYS bottled water?
Do 5-year-olds buy bottled water? No.
Do they drink it? Yes.
Should we market to 5-year-olds? Probably not.
There’s a specific person in the household making purchasing decisions for the groceries.
This person is of a certain age, has specific responsibilities, fears, interests, pressures, desires, and emotions that all tie-in to the purchasing decision for that bottled water.
By defining IN DETAIL who your customer is, and understanding them on a deep, empathetic level, you’ll be able to pinpoint exactly the right audience to craft your marketing message to.
Connect with Richard on LinkedIn for daily insights, tips, and hacks to grow your business.