Since businesses have existed, business owners have asked the question, Who is my ideal customer?
Advertising copywriting icon, David Ogilvy, wrote about “man’s unchanging needs”. What he meant by this was that no matter the time or circumstances, consumers had and were driven by, an unwavering set of needs. These needs for example, were about youthfulness in the beauty industry, safety and style for cars, refreshment for drinks, and security for banks. Some of Ogilvy’s ads for these products contain claims and descriptions that could have been written yesterday, rather than in the 1950’s.
It’s important to remember that a demographic never bought anything. People do. A requirement to understand the actual person you are selling to is vital to understanding how to pitch your product or service at them in a way that they identify with.
Gender, age and class form part but not the complete answer. A buyer’s attitude to your sector, circumstances that might lead them to consider your product or service are the first steps to building a profile of your customer.
Who is my ideal customer – target audience?
Think of your ideal customer as a character described in a novel. What would they look like, where do they live, what would they drive, what would they wear? And more importantly, why would these things matter to them? And then, where does your product fit into their world and why? Are they suddenly a different person when they purchase your product? Will your produce influence their attitudes and values?
Your typical customers might not be able to be contained in one person, as you might have a primary audience and a secondary customer. Write these portraits separately. Work out which is the larger of your audience and assign a rough percentage to the portion of your business they represent. Bring them to life. Make them real to you. Give them a name. Live with them in your mind for a few days. Imagine how they live. And again, imagine them making a decision to purchase a product or service from you or your sector. When you are making a decision you can now reference your customer portrait and ponder their likely reaction.
This might sound like a project out of high school and you are an adult running a business, but it works. Great brands throughout the years grew using this technique – why shouldn’t it work for you? Use this exercise as an opportunity to ensure your business has a clear understanding of who its customers are.
We can help you define your ideal customer
Understanding who you are selling to and how to pitch your product or service is something we can help you with.
Get in touch – we’re here to help.
About Pathfinder Solutions
Pathfinder Solutions advisory team members have either owned or managed businesses, or are investors themselves, so we know first-hand the challenges you face in your world.
Sure we’re Accountants, but the best solutions in business come from focusing on more than just the numbers. Our real-world business experience delivers just that.
