Using your customer profiles

Congratulations, you’ve researched and made your first customer profile!  What now?

If you have spent time really researching and understanding your customers, these profile sheets will be one of the most useful and valuable tools you have in your business.  We’re going to be referring back to them constantly over the upcoming chapters.  You might already be rushing ahead and seeing how you are going to use these.  You might have realised that ‘Vegan Vinny’, ‘Vegetarian Valarie’ and ‘Omni Ollie’ all need to be on different mailing lists with marketing messages that apply just for them.  You might have realised that ‘Stressed Erica’ goes straight to Amazon for everything she buys because she only gets a 20 minute lunch break and has no time to be searching on other sites – so your product needs to be on there for her to see it.  You might have realised that ‘Bargain Bob’ really wants to support you but is going to be comparing your product against the one he can buy in the supermarket at a lower price, so you need to give him even more reasons to buy (or send more offers his way) than your other customers.

From now on, every social media post you write should be aimed not at the general public but at one of your customer profiles.  Every time you think about whether to take out an advert or a promotional opportunity, you should be asking which of your profiles will see it.  When you send your product out, what you include in the box should depend on which of your profiles is going to receive it.  Bargain Bob will get 10% off his next order.  Retired Ruby will get a free pack of seeds.  Stressed Erica will get a bar of vegan chocolate.  A really big one.

Now we know who is buying from you (or who is GOING to buy from you) we can now work out what message they are going to connect with, where they are most likely to see it, and how we’re going to get that message in front of them.