In order to get specific about your marketing message, you need to know your audience. This involves breaking down the main pain points experienced by your target market, so you can ensure your content will resonate with potential prospects. By creating a customer profile that revolves around your “perfect” client, you can tailor your marketing message to resonate with those whom you can deliver the most success.
So, what is a customer profile?
Essentially, a customer profile breaks down the buying patterns, spending habits, and pain points of your ideal customer.
At its most basic level, it is a description of your target audience built around your past successes and future goals.
Without a clear customer profile, it is virtually impossible to create compelling content that will resonate with your audience and spark engagement.
To create this profile, start by asking yourself these questions:
1. Who can you help the most?
In a perfect world, your offering would be beneficial for everyone. However, in a more realistic sense, there will be a specific demographic that has seen greater success compared to other audiences.
When creating a customer profile, it’s important to focus on those you can help the most. To start, try breaking down your offering into its most basic elements.
In other words, what is your company’s core genius? What is the one thing you do best?
The more complex your offering gets — and the more pain points you try to solve at once — the more convoluted your customer profile becomes. That’s why it is important to clearly identify your core expertise and the specific type of client who benefits most from your expertise.
Think about all of your previous client projects…
- Which clients were you able to help the most?
- What industry/sector are they in?
- Which clients did you absolutely hate working with?
- Who were you not able to help at all?
By considering the answers to these questions, you will likely gain some insight into what kinds of clients you know you can help, and what types of clients you know you cannot help.
Once you have aligned your core offering with your ideal customer, you can complement your main offering with additional services to support these clients and solve their specific pain points.
2. Which of your clients has the highest lifetime value?
Although you may be able to help a diverse range of clients, trying to broaden your appeal is much more likely to dilute your message than make it stronger.
I’ll say it again: the focus is on identifying your core genius and your perfect client.
Once you have done this, you can structure your offering to appeal to this customer profile and address their other pain points.
When building the profile, it is also important to consider which of your clients has paid you the most — identifying the lifetime value of each of your customers will go a long way to pinpointing who is a good fit for your offer.
As much as you would like to help everyone, you are still running a business, so revenues are crucial.
Consider breaking down your revenue history for every client you’ve ever had.
- Who has paid you the most over the course of their time with you?
- Who is likely to resonate with your additional offerings and buy into upsell opportunities?
- Which clients do you anticipate will grow alongside your business and keep paying for your services for the next 5-10 years?
Once you have identified your ideal client — the client you know you can help the most — you can cross-reference this profile with clients who you know can afford to pay for your services over the long term. Now, you can appeal to their pain points and structure your offering around their needs.
This is how you build long-lasting relationships and generate consistent, reliable revenue for years to come.
3. What is your biggest “client win”?
So, you’ve nailed down the customer profile for your ideal client, and you’ve generated a framework for making sure this “perfect” customer can afford to pay for your services.
Now, it’s time to sell to these prospects.
To start, identify your “best win” from your existing client base who matches your new customer profile.
- Which project was the greatest success?
- Who did you help the most?
- How can you prove it was a success?
Since this client fits into your customer profile, their story is the perfect case study to use as evidence to support your offering when pitching to new prospects.
As long as they match your customer profile, their issues and pains will resonate with your target audience. That means your solution will also appeal to them, as they are likely experiencing many of the same problems.
This case study becomes your most important piece of evidence to support your offering and convince your “ideal clients” that you can help them. After all, if you’ve had success with other companies who are just like them, you can do it again.
Are you struggling to identify your ideal client? Having difficulty framing your offering in a way that resonates with their pain points?
If so, we can help — book a Discovery Call with our team to learn all about how to create compelling content tailored to your target audience.