When you start your business, one of the first decisions you must make is who your customer will be. You march ahead, set-up your website, social channels and begin to market hoping to effectively connect. But if you’ve ever found yourself feeling like you’re just not sure how you attracted THAT client to your business? You know, the one you had to break it off with last summer?! Or, feeling like you just can’t seem to attract any (or, at least any ideal ones), it may be time to ask yourself if you really do know your customer!
Psychographics Bring Clarity
Many times, when you determine who your customer is, you think about them demographically – male/female, age, ethnicity, earnings, etc. But what is most often overlooked are the psychographics of your prospect customers. Psychographics include personality traits, values, opinions, attitudes, interests and lifestyles. Perhaps one of the most important psychographic elements is the one about values.
You see, the truest connection you can form with a customer is one based on value. It’s not that you must value everything they value. But it is essential that they appreciate the value you have to offer them. By seeing their values, in addition to their needs/wants, you can begin to build a stronger connection and gain greater clarity.
They Don’t See Themselves
Now, back to that website and your social channels. Another problem I often see is that business owners set up their website, brochure and marketing materials with everything THEY want to say. But the issue is that you can’t be certain your prospects will care. You see, the basis of all relationships, is that word, “relation.” Just imagine how fun it may be to talk to someone who only talks about themselves. Today’s customers want to see/hear themselves in what you have to offer. Understanding that your marketing messages must begin here is the linchpin. Afterall, the only way to attract the kind of customers and clients you desire is by reflecting them in the marketing you do.
Not About Everyone, But the Right Ones
When you remember that you started your own business to work the way you want, offer your products/services the way you want, and work with the people you want to work with, it’s clear that it’s not about marketing to attract every customer; but, instead to attract the right customers! And, the right ones are the ones that are drawn to you for the genuine value you have to offer. The bonus? Those are also the ones that will bring you the greatest joy in the work you do.
Next time you sit down to talk with a prospect customer, recognize that it’s your job (just as much as it is theirs) to discover if the working relationship will be a perfect fit. Knowing your customer begins with knowing how you’d like to relate to them. As Anna Wintour, editor-in-chief of Vogue, once said, “People respond well to those that are sure of what they want.”