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.





Richard EnsleyRichard Ensley is the founder of Detroit-based Priest & King, a brand strategy consultancy focused on clarifying brand messaging to attract customers.

Connect with Richard on LinkedIn for daily insights, tips, and hacks to grow your business.

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