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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 in turn, help you to create strong and well thought out message that will resonate with them.

The following guide will walk you through the process.  Use the free 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, and you can really get to know them.

You don’t have to, but you can also give them a visual identity, search on UnSplash for images of people, and when you find your person, just the save the image and paste it into a google doc, I have found doing this helps to visualise your customer, and give them even more of an identity, that you can connect with.

Demographics

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 but it helps to think about their story a little more.

Age

How old are they?

Marital Status

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 planner, or a divorce coach then this is an important area to include in the profile.

Occupation

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.

Social

Where do they spend their time online?  Do they visit certain blogs, or online stores? which social media site do they prefer…if any?

What Are They Reading?

What books or magazines are they getting stuck into, do they enjoy reading about self improvement, browsing healthy recipes or getting lost in a romantic novel.  You can use this information to try and appeal to their preferences.

What’s Their Vibe?

Are they spiritual, alternative, athletic, competitive, artistic,  introvert or extrovert?

What Are Their Hobbies and Interests?

Is your customer a yoga practicing vegan, or a vintage collecting cyclist.  What do they do in their spare time, what do they love to indulge in? How do they spend their evenings?  What’s important to them?

Psycho-Graphics

The psycho-graphics 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 who can’t resist a bargain and will search them out, finding the best deal.  These can be a little trickier to figure out.

What Problems Do They Have?

…and how can you solve them with your offering?

Goals

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?

Pain Points

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

Their Motivations

What helps to make their decision to purchase easier?

  • Coupon codes
  • Payment plans
  • Detailed product descriptions
  • Limited time offers
  • Money back guarantee

Key Strategies

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?  

This is also an excellent way  to think about what content to post on social media, or boards to create on Pinterest.  Use the customer profile, to really get to know who your ideal customer is, and how you can interact with 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 that that a brand that reflects her personality will attract her perfect people.

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.

Go Deep

I have discovered that creating a detailed back story actually deepens the connection, and helps to really get to know your customer.

My good friend and Pinterest Strategist Amy, uses this method in one her courses, and it has completely changed the way I approach it.  You really get to feel like you know this person.

I’ve created a template for you to use in Google Docs,  so you just have to copy and save it, and you can start discovering  who your dream client  is today. Head over to the resource library to access it.

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