Yesterday, I wrote about how my ideal customer saved me from writer’s block on my new website.
I just want to talk a bit more about who she is, and the process I followed.
A lot of this comes from this fantastic episode of Amy Porterfield’s podcast. And the process is really simple.
Remember, a while back, I said you shouldn’t be afraid of being specific? This takes it to the next level.
You need to draw up your ideal customer. In immense, vivid, detail.
In my case, it’s a woman named Sarah. She’s 45 and runs a business called “Three Acres Consulting”. She has two children, Ethan and Olivia, and she used to work as the MD of the European arm of an American firm - but she quit when Olivia was a baby and decided to take a few years out.
I then went on to describe the partners in her business, what she likes about them, what she wishes were different, how the business is doing and what Sarah’s biggest frustrations are.
You can see, there’s a lot of detail here. A lot of stuff that’s very very specific.
When I’m writing to Sarah, I’m probably going to put some other people off, because the words I use to speak to her won’t resonate for others.
Because the words I use to speak to Sarah are going to really hit home with anyone like her. She may be fictional, but she mirrors thousands of people across the country. Whether they’re called Sarah, aged 45, or not.
Take action: Describe your ideal customer. In great detail. Then pin his or her details to the wall and read it through before you write any marketing copy.