Last week, I had a chat with a business owner. When I asked her who her audience was, her answer was people from 25 to 80 years old!
I just checked: it’s around 38 million people!
That is a lot of people!!! When I suggested she niche down to find her ideal client: she felt scared and worried! “What if I’m missing out on some clients? Why exclude people when I can help them? I’ll be losing prospects…”
This is not the first time I have heard those worries.
When I work with my clients, it’s an important part of the process to understand who their audience is (in the old days that would be called the target - but we are not fighting here! 😉 ).
When a business has been established for a while it is fairly easy to see some similarities and write down three types of clients called personas.
When it’s a new business, it’s about thinking who you can serve the best!
Recently, I was doing some marketing strategy work with a therapist and we highlighted three types of challenges and pains that she would be amazing at helping with.
The checklist to finding your ideal market
To define your market, this list of criteria can be helpful:
1. Demographics
- Age & generation
- Gender
- Income bracket / financial status
- Education Level
- Occupation / job title
- Geographic location
- Family status
2. Psychographics
- Core values & beliefs (e.g., sustainability, family-first, financial freedom, social status)
- Interests & hobbies
- Lifestyle & daily habits
- Attitudes & biases (Are they naturally sceptical of marketing? Are they early adopters of technology?)
- Political or Social Stances
3. Behavioral traits
- Media consumption
- Purchasing habits
- Brand affinities
4. B2B criteria (if you are selling to businesses)
- Company size & revenue
- Industry
5. The emotional root
- The Internal pain point
- The ultimate desired outcome
- The roadblocks & frustrations
- The secret objections
…
Why does designing a buyer persona matter for a wellness business?
When you know who you are talking to it’s easier to get the right message across: to answer their questions and meet their needs.
It’s easier to know where they are, if you are reaching a young audience: TikTok would be a good platform while Facebook won’t be. You can be more efficient, and create a deeper connection!
Defining your audience doesn't mean saying no to clients that are not in it; it’s saying yes to more efficient marketing!
When you need help with audience profiling or want to map out your ideal client, book a call https://lrsy.uk/calendar
Credit photo: Laury Popoff