Why Creating an Ideal Client Profile is Important
When it comes to creating products and services in your business, you have two choices.
1. Make anything and everything, hoping that something will speak to someone and they'll want to buy it.
2. Make items that you know will appeal to a certain person, that solves a pain point for them, and they'll want to keep purchasing products from you because you are taking care of their specific needs.
Which of these two do you think will be more successful?
If you guessed the second choice, you are right on track. You always want to be creating products and services for specific people who are your ideal client, who are within your target audience. The more that you can create items that "speak" to them and cater to their specific needs, the more they will be apt to purchase from you time and time again.
When you're working in your business and creating anything in your business - whether it's the copy for your website, a cohesive collection of products you're creating, even writing an Instagram post, you want it to speak to a specific group of people every time. By trying to speak to everyone by doing everything, you are essentially speaking to no one. So today, we're going to walk you through an exercise to create your ideal client and how to do this with every collection that you create for your business.
Now, there are two ways that we could do this. Number one, I could have you go through and create an ideal client avatar and call it a day after that, where you tell me her name, her age, how much money she makes, where she lives, where she shops, etc. and call it a day. Those specific details are called demographics. However, we are also going to focus in on psychographics, because it's the blending of the two that will help you to speak to your ideal client and will make your collections cohesive for them every single time.
Psychographics are the thoughts and feelings that a person has - what are their personality traits, what are their beliefs, what are their hobbies, what are their pain points, what are their thoughts? When you can happily blend both psychographics and demographics together for your target market so that the products you create are speaking directly to your ideal client, that is where the sweet spot is.
In order for them to purchase your product, you need to identify what they're passionate about, have your product share their values, and/or have your product solve a problem.
The demographics is the fun part, but the psychographics is the feeling part. So, in order to learn more about them, you need to get to know who they are as an individual and as an audience. Collectively as a whole (or by sending out a survey to your audience), first determine your demographics. Some questions to ask + answer are these:
1. What is their age and gender?
2. Where do they live, and what do they like to do?
3. What is their income, and are they spenders or savers?
4. What is their job?
5. What is their marital status, and do they have children?
6. Where do they shop, and what brands do they love?
7. What do they read, and are they book or magazine readers?
8. What do they wear, and what celebrities do they follow?
Then, think about their psychographics.
Think about why people are buying your product in a deeper way. You want to understand your client at an intimate level, so that you can understand who they are, what they want, and why they'll buy.
1. What are their fears?
2. What do they need?
3. What problems do they have?
4. How does your product solve that problem?
5. What is important to them?
6. What are they willing to invest in?
7. What do they desire in customer service?
8. Do they value quality, price, or convenience?
Then, when you combine both demographics + psychographics together, you've got some powerful goodness to work with. Here are three examples:
Person One: My ideal client is anyone who likes flowers.
Person Two: My ideal client is a woman between 20-50 who likes floral artwork and lives in the south.
Person Three: My ideal client is Caroline. She is 32 years old, and she loves floral artwork because it makes her feel like she is bringing the what she loves so much when she's outside into her home. She works a full time job in a cubicle-filled office and every day when she comes home, she wants the walls of her home to reflect the happiness she feels when the sun shines onto her face when she's relaxing outside. It's important for her that her home feels like a loved space, one that is welcoming and inviting, with happy colors and colorful prints because it makes her feel cozy and happy too. Flowers make her happy because they remind her of the memories she had with her grandmother in her garden growing up. She also values quality and convenience when purchasing artwork for her home - she doesn't have a lot of time outside of work so she does a lot of online shopping. When it comes to her purchases, she wants to know that every time she purchases a product from a particular company, it will come delivered safely, packaged beautifully so that she feels like she's unwrapping a present, and the convenience to know that it will be delivered to her doorstep so that she can look forward to it being there waiting for her after a long day or week at work.
Do you see the difference in these three? Not only have you given your ideal client a name, you are speaking to a specific person every single time. Now, will every single one of your clients have these specific qualities? No. There are many variations and versions of one ideal client that you create your products for, but if you notice something above, one thing rang true for every single piece.
1. Your ideal client loves products that make their home feel cozy and inviting.
2. Your ideal client loves floral artwork because it reminds them of the happiness they feel when they're outside.
3. Your ideal client values quality and convenience.
For every collection that you create, if you work through and create an ideal client avatar to go along with it, it will help you to stay focused in on who they are, who it is you're creating this specific collection for, what they want to have, what they value, and how your specific products can meet their needs in particular. Do you have to give them a name and an age? No. However, when you're creating your collection or writing a caption, if you think to yourself, "is this something Caroline would like? Is this something I can see Caroline having in her home? Is this something Caroline would value?" It will help you to identify and hone in on a specific person that your collection ideally will be for. Your Caroline may have a lot of different facets to her and she may change with each and every collection you make. However, if you have a specific person in your mind when you're creating your collections, it will help you to identify their specific needs and create pieces that they specifically will love.
YOUR TURN | SHARE WITH US!
Go through and do the exercise answering the questions above, and share who your ideal client is in the comments below! We can't wait to learn more about her!
Also, have you heard what's happening on September 20th?
We're teaching a free class this month on Creating Cohesive Collections, that pairs with this topic beautifully!
Your customers will begin to learn and recognize your products once your product lines are established, they’ll begin to recognize your style when you post an image online, or even better, if they pop into a store and recognize your work without even seeing your logo. Our goal with this is to create a cohesive collection, which is what this class will be focused on entirely. We'll discuss everything you need to know to develop a strong collection, discussing guidelines, tips, and examples to help you to develop a cohesive collection for your shop.
We would love to have you join us, so make sure that you sign up to be on the waiting list here to know when registration is open.