If you know me, you know I talk about Super Customers A LOT. In my opinion, getting clear on who your Super Customer is, is the single most important thing you can do to make your marketing quicker, easier, and more effective.
It’s a different approach to what you might be used to – and people at networking events might tell you you’re missing a trick by not marketing to everyone. But they’re wrong. Let me explain why.
Why You Can’t Market To Everyone
You’re the owner of a micro-business. It’s just you, maybe a helper or two, and possibly the dog. You’ve got a business to run, customers to deal with, kids to look after – you’re BUSY. And because you’re busy, you have LIMITED time, money, and energy to spend on marketing.
So you can’t do “spray and pray” marketing – shoving a load of generic Instagram posts out there and hoping someone bites. You need to put your marketing where it’s MOST LIKELY TO WORK. In front of the people who are MOST LIKELY TO BUY.
Those people are your Super Customers.
What Makes Someone A Super Customer?
Your Super Customers are the people who are a perfect fit for your business. They value what you do, they can afford your prices, they’re a joy to work with, and they tell everyone about you. You probably already have some – and you definitely know who they are, because working with them makes you think “THIS is why I started my business.”
How To Find More Of Them
Look at your best existing customers. What do they have in common? Age, lifestyle, values, challenges? Build a picture of them.
Write your content FOR them. When you write an Instagram caption, a blog post, or an email in Flodesk – imagine you’re talking directly to your Super Customer. What would make THEM stop scrolling? What problem are THEY trying to solve?
Hang out where they hang out. Are they on Instagram or LinkedIn? In Facebook groups or at networking events? Use your limited marketing time on the platforms where your Super Customers actually spend their time.
Stop trying to please everyone. When you market to everyone, you attract no one. When you market to your Super Customer, you attract people who are ready to buy, happy to pay your prices, and love what you do.
Getting clear on your Super Customer might be the most valuable hour you ever spend on your business. So grab a cuppa, open a Google Doc, and start building that picture. Everything else gets easier once you know exactly who you’re talking to.