Identifying the Customer Part 2 Target Market

When asked to identify the customer and target market the typical response is:

‘Aged between 20 and 40 and will be 60% female’ Well we don’t want offend anyone do

we. So a broad definition is good?

If we’re fuzzy in our identification of our customer then it is highly likely that our whole

marketing effort will be fuzzy too.

We need to be real clear as our target market.

In our last post we covered:

Identifying what are the real benefits we offer our customers

Understanding our prospect's situation

Identifying their pain and its implications

Establishing the gap

And Establishing the Desired outcome.

Now we get a whole lot more specific in identifying the customer:

Male or female. Unless you’re target just one gender I would suggest making it the opposite

sex, so female.

What age, be specific. Say 34

Single or married/ in a long relationship: Married

What level are they educated to? Mine Degree a second

Working where? In Birmingham,

What is their job? She’s an administrator in a big law firm

Does she like it? She used to but not so much now.

Which words does she use to describe herself? Bubbly, bright, friendly, outgoing.

What’s her immediate goal. To find a job that’s more fulfilling and better pay.

What’s her 5 year goal. To have kids

What are her dreams and aspirations. To have a nice home that provides a nurturing family environment with enough time and money freedom to

spend time with the family and to explore different cultures and to go out

to the theatre and to take up singing lessons again.

What does she do for fun? A girlie coffee morning, shopping, going to the cinema and

eating out and a week clubbing in Ibiza.

What outcome does she want from my product (Residual Income) time and money freedom.

What behaviours are typical of her? Covering; Genetics, Social norms, Core faith and cultural, Attitude. She’s well

balanced, Is kind and generous, was brought up a Catholic, but no longer practicing. believes in hard work.

What does she read and watch? Loves ‘Sex in the City’ and likes Tatler. Reads the occasional

novel, ‘Jilly Cooper’

What’s her strongest desire? To have a family.

What’s her biggest worry. That she won’t have the time/money to look after and raise her

family.

What is her biggest fear/worry about what building a residual income? That it won’t work

for her?

What is her biggest fear about me? That I won’t be there to help her.

What does she value most? Family

What’s her name? Jane.

Now you know how to identify your target customer precisely and now everything that we do is to help her. To find solutions

for her problems and help her to achieve her goals.

Live in the moment t’s a present

Love greatly and unconditionally

Laugh at Life’s challenges funny things and ourselves

Bruce

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