Define the Target Customer

So you have followed Step One and now have a clear and simple description of what it is you are selling.  Well done.  Just remember to keep refining this description and don’t start anything else until you have completed step one.

Step Two is to Define the Target Customer, specific to the newly described product or service.  In other words, you need to be able to describe the sort of customer that will see value in your product or service and therefore be willing to part with their hard earned money.  This is where the importance of knowing in clear simple terms what you are selling starts to kick it.

A good way to start this is to start from the end and look back.

Start by imagining your product or service in the hands of a customer who has paid good money for it and are receiving a lot of value.  Now note your thoughts around things like:

• What do they look like?
• Are they Female or Male?
• How old are they?
• Where do they live?
• What do they do for a job?
• What are they using the product or service for?
• What value are they getting from your excellent product?

For some people, the answers to these questions on the first attempt may be rather generic, especially if you are selling a consumer product or service, or in other words, a product that everyone uses e.g. a mobile phone.  Generic is a good start but like Step One keep refining the description of your target customer until it is clear.

Idea:  Describe yourself using the product or service assuming you would buy the product.

Now take this description, without the description of your product or service, and give it to a friend and ask them to tell you what they see in their mind after reading the description.  If they describe excatly what you picture then well done.  If they describe something a little different then keep working on the description until you completely agree you are aligned.

A word of caution.  As you talk to your friend about your target customer they will start to understand from your discussion which may not be reflected in your written description.  This is a great start as it certainly will help you with a picture of your target customer.  What you need to do now is to get this written down.   Test it on someone else to make sure it is clear.

What if I have different target customers?

If you are asking that question then well done you are thinking about it correctly.   What you do not want to do is create a single description that is so generic that it does not identify the differences between the potential audience (customers).  Knowing each target customer is the key.  If you need multiple descriptions then do just that as it will pay dividends (pay off) in the long term as it will allow you to target your marketing message.

Marketing is an iterative process, that is it continues to change and develop as your thinking and clarity develop.  Don’t be hard on yourself if it takes a few goes to get it right as that is exactly what everyone needs to do (even the professional marketeers).

In the next step, we will build on this and start to look at what unique value or benefit your product or service provides to a customer.  If it is not unique and you can’t describe it then why would they buy from you?