Your ideal customer needs a name. I call mine Valerie

Give your ideal customer a name

What does your ideal customer look like?

Does your ideal customer have 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.

Three traits

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

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About the Author

Inbound Marketing Certified by @Hubspot. I use WordPress websites to help you get more business. I work with businesses, mostly licensees and owners of assisted living homes, who agonize over keeping their beds full. With my 21 years of business experience, I create complete marketing systems that give you a higher occupancy rate and put more money in your pocket.

“Yes yes yes,” you may say, “these guys are a dime a dozen. Why should I do business with this guy”? Here are three reasons:

1. I used to think this was useless. My business almost failed. I decided to change my attitude about Internet marketing, search engine optimization and social media. My business recovered. If you think this is useless, I can help you embrace this as a valuable tool to grow your business.

2. My ideas work. I can show proof of campaigns that achieved page one placement.

3. I am running a business too. I believe SEO and social media are tools you have to use to meet your objectives.

We’re not living in 2005 anymore. Running a successful business isn’t as easy as it used to be. The margin of error is smaller. You have to be good at what you do and your marketing has to be great. If so, you get to stay in business. If not, you become a statistic. Contract out the marketing to someone you can hold accountable. You’re running a business here. Call (916) 752-6767 today.


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