Why “everyone” is the wrong audience
Trying to appeal to everyone usually means messages that feel generic to all. Your best customers have specific problems, priorities and places they look for help.
When you understand them clearly, choosing channels, writing ads and planning content becomes far easier.
A useful starting point
Look at your five favourite past clients. What do they have in common, and why did they choose you?
Build a simple customer profile
Write down who your ideal customer is, what problem brings them to you, what they worry about before buying, and what success looks like for them.
Use real words from emails, reviews and conversations. The language customers use is often the best language for your marketing.
Put the profile to work
Check your homepage, ads and social posts against the profile. Would your ideal customer immediately see that you understand their situation?
Revisit the profile once a year, as your business and the market will change over time.
Your practical checklist
- Review your best past customers for patterns.
- Write a one-page ideal customer profile.
- Collect phrases customers use to describe problems.
- Rewrite key messages to speak to that customer.
- Update the profile at least once a year.
