Do you really know who your target audience is? Please don’t say “everyone.” It’s important to drill down and determine exactly who buys your products and how they like to be marketed to. Today’s how-to will help you do just that.
Step 1: Make a list
Make a list of all the attributes of your ideal client. Make her/him into a character, if that helps. If it’s important to understanding your target, describe the kind of clothes she wears, what she enjoys doing, what she eats, where she lives. Also how old she is and how much money she makes are key. If you sell high end jewelry, you are probably not selling to broke college kids.
So Wendy Piersall and I were strolling through an outlet mall in Orlando last week, and the mall sharks were circling. You know, the people who stand at the kiosks in the middle of the mall that squirt you with perfume, take your picture, massage your head or otherwise molest you in the vain hope that you will buy their product?
“Look away, Wendy, look away. Do NOT make eye contact,” I hissed.
I didn’t check to see if she obeyed, but at least three vendors aggressively tried to stop us as we sprinted away. I said to Wendy, “Boy, how do they expect to sell with that technique?”
She looked at me knowingly and said, “Blog post!” So here we are.