How do you start coming up with a visual identity for your business? One of the first stages is getting to know exactly who your brand is trying to attract. Creating a customer profile for your business may seem like a confusing or unnecessary task, but it can really help dig deep into your dream clients way of thinking, which will
The following guide will walk you through the process. Download the client profile template to help map out your thoughts and discover who exactly your business is attracting.
Why + How To Single Out Just One Customer
You may be thinking…
“My clients are so varied, I can’t just pick one customer, I will alienate all my other customers”
Of course, you have a variety of customers, and they’re not all going to fit into exactly the same box, as every one of us is made up of different likes and dislikes, but the point of this exercise is to create your perfect customer…
…the dreamiest customer you can imagine, the customer that would be a die-hard fan, they love everything you do, you speak their voice, your vibe resonates with them, they feel a connection.
These are the kind of customers you want to be attracting right?
Going through this process, you will discover the best way to interact with them and speak their language.
If you do have a product that will appeal to two very different groups of people, you will need to market to them differently, so you can then create a separate customer profile for each target market you have.
Your client profile is just that…a profile, a description. The more detail that you can give the description the better, as you will be able to really delve deep into what makes them tick and why your offering can solve their problem.
OK, so, what do you include?
Give Your Customer A Name
This may sound weird, but even though you’re making this persona up, you want to get to know them, so giving them a name, they become a character, they feel a little more real, you can really get to know this person.
You don’t have to, but you can also give them a visual identity, cut an image out of a magazine or save an image if you’re doing a digital version.
The demographics of your client profile are characteristics such as age, gender, profession, marital status. Now some of these things may not be at all relevant for your profile, for example, marital status doesn’t really affect my customer profile neither does where they live, because I work with women from all over the globe, but they may for yours. If it really isn’t relevant you can just add that fact in.
Now I know I said before, that we’re just creating one perfect client, but for the age you can either add a single number, or aged between, (this is what I have tended to do), but I think you have to narrow the gap a little if you’re going to put an age range.
18-50 is quite a large gap, and they’re most likely going to have
Is your perfect customer engaged, married, divorced, single? As I mentioned earlier, it may not be relevant for your particular business, but if you’re a wedding
Do they have their own business, are they a highly paid lawyer, do they work in a store or maybe they’re a stay at home mum. All of these will have very different triggers when deciding to purchase something. If they have their own business describe what they do.
Where do they spend their time online? Do they visit certain
What Are They Reading?
What books or magazines are they getting stuck into, do they enjoy reading about
What’s Their Vibe?
Are they spiritual, alternative, athletic, competitive, artistic, introvert or extrovert?
What Are Their Hobbies and Interests?
Is your customer a
The psychographics of your client profile are the elements that make up their attitude and behaviours. Are they someone who likes to indulge in luxury products or are they someone
What Problems Do They Have?
…and how can you solve them with your offering?
What are they searching for?
- Are they searching for high trend items?
- Do they need to read detailed reviews before making a purchase?
- Are they looking for inspiration?
- Are they looking to improve something?
- Are they looking to educate themselves?
Which areas does your customer have frustrations with? Which problems are raised when searching to achieve their goal? What fears do they hold, that holds them back from purchasing?
- No reviews on products
- High shipping charges
- Not affordable without payment plan options
What helps to make their decision to purchase easier?
- Coupon codes
- Payment plans
- Detailed product descriptions
- Limited time offers
- Money back
Use the information you’ve gathered to come up with ways to entice your dream customer. How can you make purchasing your product an easy choice for them?
Client Profile Overview
Once you’ve gathered all of your information, write a descriptive paragraph, relaying key points you’ve discovered from the exercise. Here’s a snippet from my own client profile –
Nina is 34 years old, married mum of two and has her own business. She’s been running her coaching business for a couple of years and has a strong client base. Lately, she has been feeling that her branding isn’t in line with her personality, and wants to inject more of her quirky self into it, but she fears she will lose possible clients if she strays too far from her current brand design.
Nina would love to feel guided through the process + reassured
You can see that short paragraph creates quite a detailed picture of a customer, and it gives pointers on how I can possibly use my skills to help.
Now It’s Your Turn…
Download the Client Profile Template and start discovering your dream customer.
Once you’ve gone through the process, come back and let me know in the comments how you got on. I would love to hear any breakthroughs you have!