When I was 11 you would see at least 30 Enid Blyton books on my bedroom bookshelf. The Magic Faraway Tree was a favourite. I enjoyed imagining myself in the stories. How does this relate to niche businesses? Enid Blyton understood her target audience; young readers that love adventure, friendship and magic. And that’s a big part of why she had world bestsellers.
Showing a specific type of person that you understand and care about them builds trust. Customers are more likely to buy from businesses they like and trust. But when you think of clarifying your ideal customer do any of these thoughts come up?
- my product/service can help everyone
- I don’t want to leave anyone out
- I’ll have a much smaller potential client base
- I’ll have to turn away clients that aren’t in my niche
- there may not be enough work in my niche
These are valid points and worth considering. So are the advantages of clarifying your ideal customer;
- separates you from other businesses in your industry
- focuses your messaging
- helps you create more specific products and services
- you can often charge more as a specialist
Even MYER is a niche business. It’s invested millions of dollars on clarifying its ideal customer avatar. She’s a 30-something woman called Eva. She’s up to date with fashion, professionally successful and family-orientated. She purchases in the physical and online stores.
So, how do you clarify your ideal customer.
Speak and interview real customers
Find easy and quick ways for customers (and potential customers) to give you feedback. The goal is to see life from THEIR point of view. This will give you invaluable information for your marketing and product and service creation.
- what their typical day looks like
- what social and traditional media they engage with
- what products/services they are already using in your industry
- what they like, don’t like, and are frustrated with
- key motivator to purchase (what are they feeling and want to feel)
- dream solution (as it relates to your industry)
Create an ideal customer avatar
Based on the feedback you receive, write out their demographics (age, income, gender, marital status, work) and psychographics (lifestyle, interests, influences, media engagement, worldview, values, beliefs, fears, aspirations). Find commonalities and create one avatar.
Double check this is your ideal customer avatar
Your ideal customer avatar should be someone that you want to assist (not just someone who can pay for your services/product). Ask yourself, does this type of person excite or bore you?
Clarifying your ideal customer can lead to increased profits.
Have at least once place in your business where you collect feedback from potential and paying customers. Talk to your customers and send quick digital surveys when they opt-in to your list or purchase.
How well do you know your ideal customer on a scale of 1-10 (1 being ‘extremely clear’ and 10 being ‘no idea’)? Leave a comment below.