In business, it’s easy to say that anyone is your customer. And, for the most part, it’s true. Anyone can eat at a restaurant, shop at a store, employ a plumber, or consult with a lawyer. But it is important to truly define who your “ideal” customer is so that you can ensure that your message is appropriately positioned and shared.

Casting a wide net is not always the best strategy, and actually can do your business a disservice. And just because someone doesn’t fall within the parameters of your “ideal” customer doesn’t mean that they can’t take advantage of your product or service!

As we talk through how to define your “ideal” customer, we will work under the assumption that it is an individual or group of individuals and not a business. If you do target businesses, you can certainly ask yourself similar questions to get started!

Ask yourself some basic questions:

  • Am I targeting an individual, or a group of individuals?
    • For example, if you are a wedding photographer, would you target:
      • The soon to be bride?
      • The newly engaged couple?
      • The parent(s) of the newly engaged couple?
    • Yes, any of the people above could buy your photography services, but who is the most likely?
  • Am I targeting an age range?
    • Going back to the wedding photography example, I can probably safely eliminate anyone 18 and under. But if I decide to target newly engaged couples, what do I enjoy photographing the most (and where am I seeing my most revenue?)—is it couples fresh out of college? People in their 30s and 40s? Older adults? Think through what makes the most sense for your business.
  • Am I targeting a specific income level?
    • Am I a budget photographer, high end, or somewhere in the middle? What would be a typical income of a client?
  • Am I targeting a specific personality type of aesthetic?
    • Do I photograph formal weddings? Do I enjoy more casual weddings? Is my style modern? Sophisticated? Abstract? Do I prefer posed photos or candids? I would want to make sure to match my style to that of my prospective customers.
  • Do they have to meet any requirements?
    • For the wedding photographer, they would have to be engaged (or almost engaged).

After going through this exercise, the photographer might determine that they are targeting newly engaged couples who are in their 30s or 40s, have a combined income of 100K or more and are looking for a modern photographer who focuses on candid photos.

Now that you have a better picture of your customer you can craft your message, and your message delivery, to them. By writing content, and determining advertising options based on your “ideal” customer, you will see results!

If you are having trouble determining your ideal customer, or putting together appropriate content for them, we can help. Contact us anytime at 877-222-6279 or info@canaryoffice.com to learn more.