Finding Your “SoulMate” Customer

I’ve never used a dating site before, but I’ve heard lots of stories from people who do. You go on the site or app, make your profile to advertise yourself, and then scan through other profiles, hoping to find your ‘match made in heaven’. 

But hears a good question, what exactly is your definition of a perfect match; isn’t it different for everyone? And furthermore, how do you get that perfect person interested in you?

I want you to really think about those two questions, but instead of a date, imagine having a profile for your perfect customer. The buyer you fantasize about, the one who sees your products and says “that’s exactly what I want!”

Step One: Who is Your Buyer

Ask yourself who would be interested in this product. When doing this you need to use one of the four U’s of copywriting: Ultra-Specific. You need to ask...

How old are they?

Do they have kids?

What’s their usual income?

What do they enjoy doing in their free time?

What kind of job do they have?

Are they shopping for themselves, or are they getting a gift for someone else?

... and any other questions you can think of. Remember, more is better because you want as many details as possible for the next step.

Step Two: Reaching Your Buyer

Once you find the customer of your dreams, you need them to find you. Depending on your ideal customer’s profile they might not even be looking for you, so you're going to have to pull out all the stops.

First off is to take everything you know about your ideal customer and use it to identify their needs and desires. For example, let’s say you’re selling home craft kits and your ideal customer is a mother in her early thirties with young kids. 

Why is she buying this product?

You can almost guarantee it’s for her kids, but is she going to give it to them as a birthday present, or is she maybe homeschooling her kids and needs the kit for art class?

Then you take that new information and implement it in your copy and keywords. 

Even if you have a very specific product people won’t necessarily buy it for the same reason; in fact, one of my past clients gave me a perfect example of this...

His company sold eggshells and accessories that went with them. 

Now, at first, I thought I’d be writing copy targeting pysanky enthusiasts or the surge of people wanting to do egg hunts around Easter, but I was surprised when he explained his market was a lot bigger than that. 

Turns out he also had orders coming in from school teachers, crafters, and even a film production! Needless to say I had a lot fun working on that project and learned a valuable lesson about ideal customers. 

Step Three: Make Sure Your Pages Aren't Books

Once you’ve made sure that your “Profile” hits all those points you and your website are  ten times more likely to be in your ideal prospect’s search results, and you’ll quickly get their attention. 

But make sure that all your content is easy to scan. 

Remember the mom looking at the craft kit? She doesn’t want to read a book on how great you think your product is, she wants to get the kit and get back to her day. Most (if not all) of your customers feel that way, which is why one of the key rules of a website is making sure people can get both products and information QUICKLY. 

I can’t emphasize this enough; never make something a single word longer than it has to be.

Well, there you have it; three great lessons brought to us by an unlikely source that will help make the task of finding your ideal customer a lot easier