Knowing who you serve is the key to marketing and selling your products and services. It’s so important, yet so many design business owners have no clue about who they serve. Are you one of them?
The key benefits of knowing who you serve
+ you know where to place your marketing efforts and money. I mean, it’s totally pointless to show ads to people who have no intention of becoming your customer anyhow. Think about it, showing your ads in magazines, online and any other type of media will cost a considerable amount of money. With this in mind, it’s better to focus on putting your ads in places where they attract the correct type of customer.
+ you know what they want. This is huge! Many designers let their creative egos run the business. If you have a product or service that somebody is willing to pay for, then you’re in business. If you have products or services, regardless of how much you love them or how creative or well-designed they are; if nobody is interested in buying your thing, you’re not in business. Simply as that. So when you know your clients, and actually know that they are out there, you have much better chances to attract them.
+ you know who you repel. Because let’s face it, not everyone should be your customer. You don’t want to work with customers who are not ideal for you, because working with wrong type of clients can ruin your day, and your reputation. Regardless of how crazy-pants someone is, there is a better match for them. It just might not be you.
So how do you define a dream customer for your business?
Start by asking these simple questions:
+ what gender is she/he?
+ what age?
+ the marital status?
+ does she/he have kids or pets?
+ where does she/he live?
+ where does she/he travel?
+ what does she/he do for a living?
+ what’s her/his income level?
+ where does she/he shop?
+ what does she/he like to wear?
+ what are her/his favorite colors?
+ what magazines she/he reads?
+ how does she/he find information?
+ what does she/he spend her money on?
+ what passions does she/he have?
+ who does she/he follow and read about
+ what are her/his favorite FB pages?
+ does she/he read books?
+ what is her/his guilty pleasure?
+ what does she/he spend the most time on?
Once you have defined these, you can move on to creating products and services that help her or solve a problem she has.