Your customers are out there – did you know that?
They wake up each day, have their morning coffee while scrolling through Facebook for a moment, then stand up to visit the shower.
Stepping out in their towel, they observe the shape of their partner, still asleep in bed, while they wistfully think “imagine if I could join them,” nonetheless getting dressed to go out to work. From the rear-view mirror of their car, they can see through their open garage door into the cold, morning air, the lights of the suburbs glinting in the pale darkness of the 6am commute.
With a relieving breath, they drive out into the world.
We like to tell the “story of Alice” because it helps us understand who we’re reaching out towards.
Whenever you post an advertisement onto the newsfeed of Facebook,
you are squeezing yourself into someone else’s phone, schedule and lifestyle.
Your “rented advert space” is auctioned off against everyone else’s on the basis on relevancy, while Facebook tries to spend your budget as wisely as possible, to get the sale. It can be helpful to realize that, yes, while you might think you’re advertising to “an audience of 300,000 people,” they all respond to your advert, your copy and your post on their own.
Your advert is, like any artform, a singular experience between you, the passionate entrepreneur, and the customer Alice, in this case. You may find that your best customers look a lot like:
“Alice, mother of 3, stays in a gated community.
She spends her day working hard in the coffee shop she started, while rewarding herself with mini-inspiration-breaks to scroll a little bit through Facebook, check out her favourite groups (Moms with no limits!)”
Describing your best customer in your own words can be the single greatest way of getting more people checking out your brand, because you know who to look for!
Our lesson for today?
- Describe your favourite customers in the greatest detail.
- – Their behaviors online,
- – Where your service fits into their lifestyle,
- – Whether or not you can offer other things to fit this lifestyle,
Doing this, helps reframe the way you consider their needs, what their greatest fears are and how you can alleviate these fears with your sales process.
All your adverts will shift because of this, but at least you will know, your adverts are speaking directly to your dream customers (and not a collection of numbers.)