Give your ideal customer a name
I have an ideal customer. Shortly after I defined my ideal customer, I started attracting her and others who were close to the definition. I no longer attracted random people who were not serious. That happened because I was no longer publishing content for random people—I was publishing content targeted for my ideal customer.
My ideal customer is age 40-70. She manages an assisted-living home. Work frustrates her. She thinks the world is moving too fast. She cannot put sufficient time and energy into everything she wants to do.
My ideal customer is not “someone who pays the bill on time.” “Funny, funny, funny,” you may say. I stopped counting how many business owners have told me their ideal customer is someone who pays the bill on time. You have to be more specific.
We can apply the three traits above to my ideal customer, Valerie. Maybe, as you read these, you will find some traits that define you.
- What does Valerie think of my profession? Valerie thinks she can do my job. She has Internet access and visits Facebook every day at work. She thinks she can promote her assisted-living home on Facebook. “Why hire someone else?” she says. “It doesn’t look that tough.” She has friends at the local hospitals. They send her referrals. Most of the referrals pass the resident qualification process. Valerie is happy doing business with any resident or family member “who pays the bill on time.” This is how she keeps the doors open.
- How much decision-making authority does Valerie have? Valerie makes logistical decisions. She sets schedules, helps the residents eat, and keeps the business operating. She does not have authority to sign contracts, hire staff, or spend more than $500. Valerie wants to prove her value to the owner. She knows this is a long campaign. Any mistakes will surely catch the owner’s eye. Regardless, as I said, Valerie does not sign contracts or pay the bills. I have to remember that when writing proposals. Somebody else will read and sign them. Do you see this, too? One person is your contact but another makes the big decisions?
- What is Valerie’s pain point and how can I solve it? According to Valerie, the owner thinks she spends too much time web-surfing. Valerie has not convinced him she can generate income. Her ideas to improve the home’s image, improve its occupancy rate, and do “the Internet marketing thing” are vague. She told the owner she could attract more customers online, but has not been successful. The owner thinks she is not competent at marketing. She is at a loss. She is preoccupied with day-to-day administrative tasks. She works 50 hours a week. She feels she never catches up with the workload. If she (they) hired me, I would do “the Internet marketing thing.” Valerie could run the home. That is where she excels.
Maybe you are Valerie. Maybe you are the owner.
Content from Attract your ideal customer: A workbook for making more money © 2014 Mark Anthony Germanos and appearing at http://yourseowizard.com/10-things-ideal-customer/