Hint: It’s not everyone. Who are the customers you love to work with and get the most out of what you offer? Who are they as people? The demographics (age, gender, income, etc.) and psychographics… (the car, the home, the lifestyle).
Now, I want you to take it a level deeper and think about their hopes, dreams, fears and desires. Go deep… get inside their head and really get to know them. They are real people with real dreams and real problems. Who are they as people?
Where do I start? Start with taking a look at your current and past people. Who were the ones you loved to work with? Who truly enjoyed what you offer? Who keeps coming back? The cult-ishly loyal ones – the super fans.
You want to narrow your target market description down to one specific person. Depending on your business, you may have more than one ‘segment’ or specific person. Different products/services appeal and serve different people.
The company behind Urban Outfitters, Free People and Anthropologie (Yes, the same people created all of these. It’s all making sense now, right?!) does this really well. They know their girl for each company. And they tailor everything to their girl.
For example, in the company story of Free People, they describe this person from her age and personality attributes to her life beliefs and values.
Free People shed its junior image and evolved into a more mature, contemporary brand. This allowed twenty-something women to appreciate the line of clothing that catered to their intelligence, creativity and individuality, while keeping with its great quality and affordability.
And that’s just who we wanted to reach: a 26-year-old girl, smart, creative, confident and comfortable in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A girl who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between. Who loves Donovan as much as she loves The Dears, and can’t resist petting any dog that passes her by on the street.
When you read this description, you instantly know this girl. And you know a couple girls just like her. This kind of a description is what you are looking to create for your own business. You want to know who they are as a person and what drives them. You want to know them like you know your best friend.
Exercise and inspired action time… Your turn!
- Pick one product/service to focus on for this exercise.
- Find a space where you enjoy brainstorming. Maybe it’s on your living room couch with a cup of tea and your favorite notebook. Or it could be a busy coffee shop and a blank word document. Get comfortable, cause you’re going deep.
- Start with the easy descriptions… the demographics: age, gender, income, etc.)
- Now the psychographics… (the car, the home, the lifestyle).
- Now think about this as a person. What is their day like? What do they do in their free time? What blogs do they read, tv shows they watch, and books they read? What are their hobbies?
- A little bit deeper now… What are their life beliefs and values? What are their life philosophies?
- And even deeper… What are their hopes, dreams and fears?
- After this brainstorm you can start to put together a description about your target person. This is a process and will take time.
Another great exercise is to actually go out and talk with these people who you think fit your target market. Have a conversation with them. Ask them these questions. Get to know them like your best friend… they might even become your next best friend.
Have a question about your target market? Comment below or send me an email at email@example.com. Or join me for a Jam Session event on April 8th and ask me in person. Check out the details here.
P.S. If you are in San Diego, I’m doing a Jam Session event on April 8th. I would love to have you there. Check out the details here.
P.S.S. Check out this great article talking about Anthropolgie and how deeply they understand their girl.
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