Do you have an Ideal Customer Profile? You should. It really helps.
You have a target audience, yes? Like 20-50, female, interested in beauty…
But honestly, how helpful is that? That could include a mother who wants botox and her daughter who only uses homemade facemasks (or the other way around, of course).
So get more specific. The key word is IDEAL. And it’s a representation, not an actual person.
Imagine your ideal client, and why they come to you. Think about what they get from you and how they benefit. Now flesh that out – almost literally – who are they? What’s their name, where do they live, how do they spend their time?
Write that down. Take a sheet of A4, imagine them in your mind, and write down everything they’re telling you about themselves.
Then, when you come to write text for marketing materials, bring them to mind and write as if you were talking to them directly. It will flow easier, sound more natural and personal, and all your messaging will have that same tone.
Remember, it’s IDEAL not ONLY, and it’s a representation not a real person. I promise, you won’t only appeal to 27 year olds in Nottingham called Laura who work in PR.
If you write specifically for the customers that ‘Laura’ represents, that’s a 100% match. There will be plenty of people who relate to your marketing as a 97% match, 95%, 90%… It’s not about being exclusive, it’s about being specific.
Note 1: You’ll also hear the Ideal Customer Profile described as a Customer Avatar, Buyer Persona, Marketing Persona.
Note 2: If your business has multiple distinctly different offers, create multiple distinctly different Ideal Customer Profiles.