December 17


Do You Really Know Your Client?

By Mimi MacLean

December 17, 2020

How do you continue to grow your revenue year after year and stay relevant after being in business for over ten years?

The answer is simple, according to the Veronicas of Veronica Beard, “we really know our customer. And our mission has stayed the same: we design clothes hardwired for real life. So we design what we want to wear, and we’re so in tune with our customers. We know what she’s doing, how she’s feeling, what’s happening in her life, and what’s missing from the market.”

Do you know your client that well? I mean, really know your client. You may often hear your client or customer called your avatar in the marketing world. I have found the CEOs who understand who their customer is can successfully pivot and grow even during COVID. Being in tune with their customer has allowed Veronica Beard to continue to thrive in the saturated designer clothing market. Same with Coral Chung, Ceo of SENREVE. She saw that a luxury handbag designed for everyday versatility was missing in the market for female professionals. When Coral started SENREVE, she knew exactly who her target customers were, their problem, how to solve it, and how to connect with them. When you know your client well, you can provide a must-have product and emotionally connect with them.

Now that we know it is a crucial key to success let’s figure out who your client is and create your avatar.

First, list out everything about your customer from their age to what they like to eat, shop, consume media, what they do for work, where they live, what they enjoy doing for fun, and anything else. You can even name your avatar and put a picture of her on your wall to remind yourself of who she is when making decisions or writing marketing content.

Next, you will dive into your avatar’s pain points and how you will help them? This is one of the most important steps, so take your time here. Think about how your product or service will make their lives better and why they would want it.

In addition to their pain points, it is also helpful to consider their desires. If you know what they want, you will tailor your product or service to them.

Then, you need to figure out where they find the information they need daily and identify the best communication channels for your audience. What draws their attention? There is no shortage of content on the internet, so you need to stand out and tailor your content to your target audience. Pretend that you are speaking to them like a friend.

Please reach out if you have any questions about creating your avatar. I’m happy to help you launch your business in the right direction and generate traction immediately.

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