Who They Are
Define exactly who your ideal client is and what makes them your ideal client. This is the first key to unlocking marketing magic.
When to use
You should always define your ideal client so you are targeting the people that you want to sell to. First define who they are.
Your product and service might be good for everyone, but you can’t talk to and target everyone in the market. It is crucial in marketing to get clear on who your client is, so you are talking directly to that person. You need to find out who your ideal client is, demographically and on a personal level.
- Socio economic factors – age, sex, education, income level, marital status, occupation,size of family
- Demographics are a good place to start when defining your ideal client.
- Demographics are statistical, not personal.
- Likes, dislikes, fears, dreams.
- Helps you get inside the mind of your client.
If you are trying to talk to everyone, you are talking to no one. Even if your product or service is good for everyone, you need to choose one ideal client at a time to market to. You can have different segments that you want to market to, but each campaign would be targeted to a specific person.
For example, anyone can drink an energy drink, but energy drink companies choose a particular client to market to through their advertising:
- Monster energy drink – targets people at motorcycle racing, car racing, monster truck rallies, etc. Marketing copy from the company: “Monster is way more than an energy drink… Monster is a lifestyle in a can.”
- Red Bull energy drink – extreme sports, formula one, skydiving. Marketing copy from the company: “Athletes worldwide appreciate Red Bull. It can be consumed before, during and after sporting activities and exercise.”
- 5-hour energy drink – market to office workers who needs a burst of energy mid- afternoon. Marketing copy from the company: “Made for hard working people.”
An ‘avatar’ or ‘buyer persona’ is a profile of your ideal client. Choose one or more of your top clients (or imagine who your ideal client is) and make a profile: what are their traits, challenges, fears. You want more clients like them, with those common traits, and you want to target them with your marketing.
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