Today’s business world is entirely different from that of the past. Then, few players existed in the even fewer categories that sold products you could count on your fingers. There used to be the market leader and maybe three others who had a couple of popular products for the mass market. These business giants doled out advertisements during the nightly primetime, which we dutifully watched.

Decades ago, we saw an explosion of categories, sub-categories, and niches in almost every industry. Companies bombard customers with unlimited alternatives for every product or service imaginable. The primetime slots and big billboard spots no longer guarantee loyal customers. The monopoly economy is over.

Everyone has a fair chance of catching the attention of prospective customers. User reviews, peer referrals, influencer marketing, and social selling have become the norm for attracting customers. However, it starts with identifying your ideal customer first. It shouldn’t feel like talking to a brick wall and spinning your wheels endlessly.

Identify your ideal customer.

Why is it important to know who your ideal customer is? The answer: in the words of Seth Godin, “you can’t be everything to everybody.” It would help if you found those people who appreciate what we do because they are more likely to buy from us. So you can stop wasting time on customers that aren’t worth your attention. 

There is no perfect answer to finding your ideal customer. So, you’ll have to do a little bit of research and testing before you find that needle in the haystack! I would recommend starting with the following:

• Demographics – Their gender, age, income/earnings, occupation/profession. Interest groups like yoga, language learning, gaming, auto mechanics, etc.

• Psychographics – What are their values and interests? Sports fan, animal lover, movie buff, etc. 

• Behavioral – These are what they do in their everyday life? What do they like to buy, where do they shop, what do they read or watch on TV?

• Location – Where can I find them? What is their city, state, country, or area code and ZIP/Postal Code?

• Technographics – These are the technology platforms you can use to reach them, like Facebook, Twitter, or LinkedIn.

Beyond identifying and finding information about your ideal customer, is the need to dig deeper to understand what impacts their lives. 

Immerse yourself in the life of your perfect customer

Focus on that one customer and try to get a taste of their typical day. Get a sense of their regular day and be able to retrace their every step. Understand your customer journey through life: the ups and downs.

Understand the essential things and people in her life.

Your perfect customer does not exist in a vacuum. She interacts with people at home, work, bus/train, cars, gym, church, school, and store throughout her life. The list is inexhaustible but try to find places she spends the most time. Then, identify the individuals or figures essential to her identity: her boss, partner, kid(s), friends, and coach. Try to understand the dynamics she has going on with these people.

Know what gives your ideal customer great happiness

Everyone has something that gives them great joy, but it might not always be visible to detached observers. It is your job to discover what lights up your customer’s life. Is it their love for plants, books, kids, work, or volunteering? Observe closely and dig deep to unearth what drives your customer.

Understand what makes her life difficult

Life will not always be fantastic for your customer. She will experience heartache, grudges, annoyances, and pain. Your goal is to identify those kinds of stuff that are not fleeting and understand their impact on her.

Identify an unmet need.

What areas of her life need improvement? Could you find out how she is finding ways to cope? Study the things or people that give her joy and look for ways to help her enjoy them even more. Is there a pet peeve that drives her crazy or makes her uncomfortable? 

Provide a killer product or service that makes her life happier or easier

Create an offering that makes her life better or happier by addressing the unmet need you uncovered. Of course, the product or service you create should align with your area of expertise. Your goal is to leave her happier or more satisfied than she was before she came in contact with your business.

Speak her language every time

Understanding the right way to communicate is one of the most important aspects of fostering a strong connection with your ideal customer. She needs to feel that you know her on a deeper level. You want her to see you as a close friend or a trusted guide. Find common ground and communicate with her at that level. Make her feel heard and respected by not speaking down or up at her. 

Finding your ideal customer for your business is an art. Making a lasting connection requires even greater creativity. It requires curiosity, patience, and experimentation, but it’s worth it in the end.