Finding and Naming Your Ideal Customer
"My target customer's name is James."- Carissa Reiniger
Lately I have been reading many books and attending many webinars on the topic of hosting webinars. It is a very interesting area to study. The most surprising part is how well they are scripted.
Before starting a business one of the first things that one has to figure out is who is their customer or target audience. Unfortunately this topic is the first one brought up but few tools exist on how to determine it. So what does an entrepreneur do? Calleen Rush offers great advise in her webinar training. What follows is my interpretation and addition to Calleen and Carissa's ideas
An entrepreneur says,"Well, I know how to do X so the world must need X." But just because you know how to do X and are exceptional at doing X does not mean that there is a customer willing to pay for what you are offering. Great examples are my books. I wrote them but only a few people bought them.
From what I have learned, determining your ideal customer involves identifying who you want to work with in detail. For example, suppose I am developing a product that would appeal to crazy busy professionals. That is my target audience.
Once you can identify the audience, as Carissa advise, you should give it a name. Suppose my customer's name is Carrie and she is a crazy busy professional. I now need to sit down and completely describe Carrie up to the point that Carrie becomes real to me as a person. I need to imagine the challenges that she is going through and how she deals with them. Naming also helps you to ask personal questions whether something would be beneficial to her. Or even better if she will attend the webinar.
After naming her and describing her I need to drill down and ask myself what is her "top of the mind" problem and how does that make her feel. For example, suppose I believe that Carrie is often very very tired. Even though she exercises she has a hectic life and is always trying to squeeze 48 hours in a 24 hour day. What one word describes her? Frustrated. Fanatic. Overwhelmed.
I need to chose a single word that best describes her. Suppose I choose Overwhelmed. Now I have to ask myself does she identify with that word. I might feel that it describes her but it does not mean that she would use it to describe herself. If it is not then I need to go back until I get that one word.
Only after I have the problem identified that is the audience, her top of the mind problem, named her problem am I ready to ask, "What is the solution that Carrie needs to help her solve her top of the mind problem?"
Today's question is:
"Have you named your customer?"
"My target customer's name is James."- Carissa Reiniger
Lately I have been reading many books and attending many webinars on the topic of hosting webinars. It is a very interesting area to study. The most surprising part is how well they are scripted.
Before starting a business one of the first things that one has to figure out is who is their customer or target audience. Unfortunately this topic is the first one brought up but few tools exist on how to determine it. So what does an entrepreneur do? Calleen Rush offers great advise in her webinar training. What follows is my interpretation and addition to Calleen and Carissa's ideas
An entrepreneur says,"Well, I know how to do X so the world must need X." But just because you know how to do X and are exceptional at doing X does not mean that there is a customer willing to pay for what you are offering. Great examples are my books. I wrote them but only a few people bought them.
From what I have learned, determining your ideal customer involves identifying who you want to work with in detail. For example, suppose I am developing a product that would appeal to crazy busy professionals. That is my target audience.
Once you can identify the audience, as Carissa advise, you should give it a name. Suppose my customer's name is Carrie and she is a crazy busy professional. I now need to sit down and completely describe Carrie up to the point that Carrie becomes real to me as a person. I need to imagine the challenges that she is going through and how she deals with them. Naming also helps you to ask personal questions whether something would be beneficial to her. Or even better if she will attend the webinar.
After naming her and describing her I need to drill down and ask myself what is her "top of the mind" problem and how does that make her feel. For example, suppose I believe that Carrie is often very very tired. Even though she exercises she has a hectic life and is always trying to squeeze 48 hours in a 24 hour day. What one word describes her? Frustrated. Fanatic. Overwhelmed.
I need to chose a single word that best describes her. Suppose I choose Overwhelmed. Now I have to ask myself does she identify with that word. I might feel that it describes her but it does not mean that she would use it to describe herself. If it is not then I need to go back until I get that one word.
Only after I have the problem identified that is the audience, her top of the mind problem, named her problem am I ready to ask, "What is the solution that Carrie needs to help her solve her top of the mind problem?"
Today's question is:
"Have you named your customer?"