who is your target market?
[modern soapmaking] perfect customer profile worksheet Answer this question for me...
WHO IS YOUR TARGET MARKET? If you said women, age 20 to 60, who have problem skin and like natural products or anything as equally generic, I’m going to smack ya.
Okay, maybe not. I’m not the violent type.
BUT HERE’S THE DEAL: How many other indie beauty biz owners are chasing that same demographic? How many millions of people fit that picture? I hope you just said:
TOO MANY. We want our company and products to be THE answer for our target market. In order to do that, we need to see life through their eyes. Getting more specific helps reach out to the perfect people that your products are tailored to and sets you apart from the remainder of the market. And if you don’t know who your target market is at all? WE’LL FIX IT.
[modern soapmaking] perfect customer profile worksheet Do you remember when you were four years old and the world was always full of possibilities? Lego blocks turned into buildings, cars, and roads. Dolls became doctors, chefs, and teachers. You weren’t afraid of pretending because everything was better in your imagination?
Yeah, we’re going to unearth that kid you knew back then. It’s time for a little make believe. Really, really, imagine this scenario. Don’t skimp on the details. Throw your head for a tailspin and give this all you got. IMAGINE YOU ARE AT AN EVENT FOR YOUR BIZ: You are well-rested, because you didn’t stay up until 3 am trying to label products at the last minute. You got up with your alarm instead of snoozing it five times, and ate your favorite breakfast of all time. You arrived early, and setup in record time. You look like a rockstar, no bad hair day here! You didn’t forget a single thing at home or in your studio.
(I did say we were going for a ride on the imagination train, right?!) Your display looks stellar, your products are primed and ready. You step back and confirm that you seriously rockin’ your biz and look entirely legit. Strike that. You don’t just look legit, you ARE legit. A customer walks up to your display, looking a slight bit intrigued but also a little cautious. You greet the customer, and start a conversation. You notice them giving a sideways glance at a specific product. So, you jump up your game and get talking. The customer opens up to you, and you start to realize that this person right here in front of you? They are the perfect customer for this product. You formulated this product with this person in mind.
[modern soapmaking] perfect customer profile worksheet After a great chat, they scoop up a bunch of products. You ring their purchase up, packing it up with care and attention while continuing to carry on the amazing conversation. The customer gives you a heartfelt thanks, with a giddy smile about what they get to take home with them. You feel excitement in your gut, validated by following your dreams. It’s a match made in entrepreneurial heaven. That experience? Do you want it? Again and again? Um, YES PLEASE. It’s an amazing feeling to put a product in the hands of the perfect person. And it can happen to you. All the time. If you want it to... LET’S GET TO KNOW THAT CUSTOMER THAT MAKES THE MAGIC HAPPEN: Before we start, you have to drop any preconceived ideas about your company, your products, and start dreaming. There aren’t any wrong answers in the world of pretend. Let’s get a detailed profile on your new imaginary friend. Because they are the perfect customer, right?! We’re going to get a little privy to their personal life. If you get stuck, go back to your dream. Imagine it all over again, work out the details. Stalk that customer left, right, and sideways.* It is a dream, after all. Don’t try to force an answer based on what you think is right. And remember, they probably aren’t you, so no cheating. * I am not advocating stalking peeps, for realz. Okay? Don’t go crazy on me.
READY, SET, GO.
[modern soapmaking] perfect customer profile worksheet DEMOGRAPHICS
What’s your perfect customer’s name? Yes. Really.
Are they male or female? How old are they?
What is their education level? Do they have a degree? Or plans to further their education?
What do they do for a living? Do they like it? Do they have other career aspirations?
What is their annual income? Are they comfy? Strapped?
Are they in a relationship? What kind of relationship - married, committed, divorced?
Do they have any kids? If so, detail the kids’ age, gender, and names. Yup, name them, too.
How about furry kids? Of course I’m talking about pets!
Where do they live? Get down to atleast the region, but try to go for a specific city or neighborhood.
[modern soapmaking] perfect customer profile worksheet PSYCHOGRAPHICS
What kind of lifestyle do they live? Write out a summary of a day in the life!
Do they have any strong opinions or beliefs? I’m talking politics, religion, and other systems of beliefs! Remember, we’re profiling them from head to toe. No product specific nonsense here.
What are some of their hobbies and interests? What do they throw themselves into in their downtime? What do they do for fun?
[modern soapmaking] perfect customer profile worksheet GETTING PERSONAL
What’s their favorite place to eat? What do they always order?
Where do they buy their groceries? Do the shop for brands, price, or values?
What are their favorite clothing brands? What kinda style do they rock?
What are their favorite TV shows and movies? Yanno, if they have a TV.
Do they love reading? What are their favorite books and magazines?
When they jump online, where do they spend their time? Are they even tech savvy?
Do they have any guilty pleasures? They would totally kill you if they knew you knew...
Do they have a role model or favorite celebrity? If they could meet anyone, who would it be?
If they could go anywhere in the world, where would they go? How would they get there?
[modern soapmaking] perfect customer profile worksheet Gosh, you sure do know a lot about this customer. It’s like y’all are best friends.That’s fabulous! NOW, LET’S GET BACK TO OUR SCENARIO... Before your perfect customer walked up to your display, what was going through their head? What emotions did they feel? What questions were they asking? What were they expecting?
Has they used products like yours before? Are they familiar with them? What kind of questions did they ask? What information did you give them that made a positive impact on the conversation?
[modern soapmaking] perfect customer profile worksheet As they spotted the product you make that ended up being PERFECT for them, what were they thinking? What needs were they looking to fulfill? What problems did they hope this product would solve? What fears did they have? What concerns or questions?
The problems and needs your customer has... if they didn’t solve them with your product, how would they feel? How would it affect their life? What do they secretly dread about these needs and/or problems?
[modern soapmaking] perfect customer profile worksheet Do you know what you just did? You armed yourself to the teeth with marketing genius. Seriously. NOW WHAT? Whenever you need to talk to your perfect customer about the product that is just right for them, review this sheet. You can engage your perfect customer on social media. You can write to them in your newsletter. You can blog for them. You know them like the best imaginary friend you ever did have.
Ok, ok, no more make believe talk. I know you have a biz to run. Every time you take a new product to market, do this all over again for that bright shiny new product. You’ll have a better understanding of who you want to talk to and how to reach them.
And then next time someone asks you...
WHO IS YOUR TARGET MARKET? You’ll have a real answer. An answer that screams, I know what I want and I know where I’m going. Get out of my way.
NOW GO ON WITH YOUR BAD SELF.
WHO IS YOUR TARGET MARKET? If you said women, age 20 to 60, who have problem skin and like natural products or anything as equally generic, I’m going to smack ya.
Okay, maybe not. I’m not the violent type.
BUT HERE’S THE DEAL: How many other indie beauty biz owners are chasing that same demographic? How many millions of people fit that picture? I hope you just said:
TOO MANY. We want our company and products to be THE answer for our target market. In order to do that, we need to see life through their eyes. Getting more specific helps reach out to the perfect people that your products are tailored to and sets you apart from the remainder of the market. And if you don’t know who your target market is at all? WE’LL FIX IT.
[modern soapmaking] perfect customer profile worksheet Do you remember when you were four years old and the world was always full of possibilities? Lego blocks turned into buildings, cars, and roads. Dolls became doctors, chefs, and teachers. You weren’t afraid of pretending because everything was better in your imagination?
Yeah, we’re going to unearth that kid you knew back then. It’s time for a little make believe. Really, really, imagine this scenario. Don’t skimp on the details. Throw your head for a tailspin and give this all you got. IMAGINE YOU ARE AT AN EVENT FOR YOUR BIZ: You are well-rested, because you didn’t stay up until 3 am trying to label products at the last minute. You got up with your alarm instead of snoozing it five times, and ate your favorite breakfast of all time. You arrived early, and setup in record time. You look like a rockstar, no bad hair day here! You didn’t forget a single thing at home or in your studio.
(I did say we were going for a ride on the imagination train, right?!) Your display looks stellar, your products are primed and ready. You step back and confirm that you seriously rockin’ your biz and look entirely legit. Strike that. You don’t just look legit, you ARE legit. A customer walks up to your display, looking a slight bit intrigued but also a little cautious. You greet the customer, and start a conversation. You notice them giving a sideways glance at a specific product. So, you jump up your game and get talking. The customer opens up to you, and you start to realize that this person right here in front of you? They are the perfect customer for this product. You formulated this product with this person in mind.
[modern soapmaking] perfect customer profile worksheet After a great chat, they scoop up a bunch of products. You ring their purchase up, packing it up with care and attention while continuing to carry on the amazing conversation. The customer gives you a heartfelt thanks, with a giddy smile about what they get to take home with them. You feel excitement in your gut, validated by following your dreams. It’s a match made in entrepreneurial heaven. That experience? Do you want it? Again and again? Um, YES PLEASE. It’s an amazing feeling to put a product in the hands of the perfect person. And it can happen to you. All the time. If you want it to... LET’S GET TO KNOW THAT CUSTOMER THAT MAKES THE MAGIC HAPPEN: Before we start, you have to drop any preconceived ideas about your company, your products, and start dreaming. There aren’t any wrong answers in the world of pretend. Let’s get a detailed profile on your new imaginary friend. Because they are the perfect customer, right?! We’re going to get a little privy to their personal life. If you get stuck, go back to your dream. Imagine it all over again, work out the details. Stalk that customer left, right, and sideways.* It is a dream, after all. Don’t try to force an answer based on what you think is right. And remember, they probably aren’t you, so no cheating. * I am not advocating stalking peeps, for realz. Okay? Don’t go crazy on me.
READY, SET, GO.
[modern soapmaking] perfect customer profile worksheet DEMOGRAPHICS
What’s your perfect customer’s name? Yes. Really.
Are they male or female? How old are they?
What is their education level? Do they have a degree? Or plans to further their education?
What do they do for a living? Do they like it? Do they have other career aspirations?
What is their annual income? Are they comfy? Strapped?
Are they in a relationship? What kind of relationship - married, committed, divorced?
Do they have any kids? If so, detail the kids’ age, gender, and names. Yup, name them, too.
How about furry kids? Of course I’m talking about pets!
Where do they live? Get down to atleast the region, but try to go for a specific city or neighborhood.
[modern soapmaking] perfect customer profile worksheet PSYCHOGRAPHICS
What kind of lifestyle do they live? Write out a summary of a day in the life!
Do they have any strong opinions or beliefs? I’m talking politics, religion, and other systems of beliefs! Remember, we’re profiling them from head to toe. No product specific nonsense here.
What are some of their hobbies and interests? What do they throw themselves into in their downtime? What do they do for fun?
[modern soapmaking] perfect customer profile worksheet GETTING PERSONAL
What’s their favorite place to eat? What do they always order?
Where do they buy their groceries? Do the shop for brands, price, or values?
What are their favorite clothing brands? What kinda style do they rock?
What are their favorite TV shows and movies? Yanno, if they have a TV.
Do they love reading? What are their favorite books and magazines?
When they jump online, where do they spend their time? Are they even tech savvy?
Do they have any guilty pleasures? They would totally kill you if they knew you knew...
Do they have a role model or favorite celebrity? If they could meet anyone, who would it be?
If they could go anywhere in the world, where would they go? How would they get there?
[modern soapmaking] perfect customer profile worksheet Gosh, you sure do know a lot about this customer. It’s like y’all are best friends.That’s fabulous! NOW, LET’S GET BACK TO OUR SCENARIO... Before your perfect customer walked up to your display, what was going through their head? What emotions did they feel? What questions were they asking? What were they expecting?
Has they used products like yours before? Are they familiar with them? What kind of questions did they ask? What information did you give them that made a positive impact on the conversation?
[modern soapmaking] perfect customer profile worksheet As they spotted the product you make that ended up being PERFECT for them, what were they thinking? What needs were they looking to fulfill? What problems did they hope this product would solve? What fears did they have? What concerns or questions?
The problems and needs your customer has... if they didn’t solve them with your product, how would they feel? How would it affect their life? What do they secretly dread about these needs and/or problems?
[modern soapmaking] perfect customer profile worksheet Do you know what you just did? You armed yourself to the teeth with marketing genius. Seriously. NOW WHAT? Whenever you need to talk to your perfect customer about the product that is just right for them, review this sheet. You can engage your perfect customer on social media. You can write to them in your newsletter. You can blog for them. You know them like the best imaginary friend you ever did have.
Ok, ok, no more make believe talk. I know you have a biz to run. Every time you take a new product to market, do this all over again for that bright shiny new product. You’ll have a better understanding of who you want to talk to and how to reach them.
And then next time someone asks you...
WHO IS YOUR TARGET MARKET? You’ll have a real answer. An answer that screams, I know what I want and I know where I’m going. Get out of my way.
NOW GO ON WITH YOUR BAD SELF.
