Ask most business owners who their ideal customer is and you’ll hear the same thing: “Anyone, really.”
I completely understand it. When you run a small business, you don’t want to turn work away. But here’s what I see time and again in the studio: when a business tries to talk to everyone, nobody feels like it’s talking to them. The website sounds a bit vague, the leaflet could be for anyone, and the social posts get a polite scroll past.
The fix is simpler than you’d think. Pick one person and write for them.
Meet Sarah
We’ve just done this at Nettl of York, and Sarah is who we came up with.
Sarah runs a small business here in York with a handful of staff. She’s really good at what she does, but her website was built by a mate a few years back, her logo has never felt quite right, and her leaflets, signs and social posts all look slightly different. She’s got two kids, does the school run most days, and catches up on emails when the house finally goes quiet.
Sarah doesn’t want jargon or a long list of options. She wants one friendly local team she can ring, who’ll make her business look as good as it really is, without eating into her evenings.
Once we had Sarah in our heads, everything got easier. What to say, where to say it, even which photos to use. That’s all a customer avatar is: a short profile of the one person you’d love to work with.
Why bother?
- Your words get sharper. You stop writing for “customers” and start talking to a real person.
- You spend smarter. Your ads, print and signs go where your ideal customer actually looks.
- Your brand feels joined up. Website, social media and print all sound like the same business.
- You attract the right people. And, just as handy, fewer of the wrong ones.
Make your own in 20 minutes
Put the kettle on and think about the customer you wish you had ten more of. Then jot down:
- The basics: name, age, job, where they live, family life
- Their goals: what are they hoping for?
- Their headaches: what’s getting in their way right now?
- Their worries: what might stop them buying from you?
- Where they hang out: Facebook groups, LinkedIn, local events, the school gate?
- What they need to hear: the one message that would make them pick up the phone
Give them a name and stick it somewhere you’ll see it. Then, before you write a post, order a leaflet or tweak your website, ask yourself: would Sarah (or whoever yours is) stop and read this?
Want a hand?
If you’d like a fresh pair of eyes on your website, branding or print, pop into the studio on Blake Street or give us a ring on 01904 501 524. We’re always happy to chat.
Over to you
Who’s your ideal customer, and have you ever given them a name? Tell us in the comments. We’d love to meet them.