Updated – 31/072017
Knowing your ideal client is probably one of the most important steps in setting up a new business. Similiar to knowing your why, defining you perfect client is vital (Don’t worry about your target audience – Target audience is way too broad to be able to identify behaviours and propose solutions that fit). Over the years, it is an exercise that I have been doing over and over again, so today I am sharing with you the story of my ideal customer, in marketing, it is sometimes referred to as a customer’s avatar or buyer persona. One way to greatly improve your communication on your blog is to know your audience and this exercise can really help you to picture your ideal customer.
Here are some questions to get you started identifying your avatar!
1) Who is your best customer?
2) Are they male or female?
3) What’s their name?
4) Where are they from and where do they live?
5) What do they look like? (get very specific)
6) What’s the average age?
7) What’s their occupation?
8 ) What is their story?
– Hobbies, vacations, education, family, etc.9)
9) Have they identified their problem and put a name to it
10) Where do they go online to search for solutions to their problem?
11) What do you do (be very specific) that solve their problem? How can you help them?
So, let me share with you the story of my ideal customer.
Kelly is a 33 year old Project Manager from New York who 2 and half years ago decided to leave her settled life in the US and follow her dream to live in Italy.
Ever since her European backpacking trip just after university, she knew she wanted to go and live in Europe but deep-down she thought she could never do it because of her commitments in NY. Then, after watching yet another time the movie “The Talented Mr Ripley”, she decided to take the plunge and researched seriously about living and working in Italy.
New life in Italy
8 months later, after saving a little bit of money to cover for the flight and few months of living expenses, she resigned from her job and flew to Rome. From there, she traveled around Italy for 3 weeks and settled in Florence, Tuscany to start teaching English in a local language school. She had found the job online and was a bit wary of those online job offers. It turns out to be fine but the school was not able to offer many hours. Since her pay wasn’t much and she didn’t want to use all her savings straight away, she decided to live in a flat with another teacher from her school, an Australian girl.
Very quickly, she settled into her new life in Italy and loved every bit of it. She missed her family and her friends but with Skype and Facebook, she was able to be in touch with them nearly on a daily basis. As many expats, she spent a lot of time online and she even started her own blog relating her new life in Italy and her various trips around Europe.
However, coming from a fairly well-paid job in the US (compared to her teacher’s salary in Italy), it was a bit tough sometimes in Florence so she started to look for better-paid jobs. After all, she didn’t study this hard at college to end up doing just a few hours of teaching per week.
Finding another job was hard but she managed to get few more hours of teaching at another school and some private teaching but still, she wasn’t completely satisfied with her professional path in Italy. So after about a year in Florence, she was starting to consider returning to New York and finding another project management post similar to the job she left.
One day at a friend’s party, she met Patrizio. They fell in love and she quickly forgot about returning to the States…Weeks turned into months and she decided to stay. Now that she had met Patrizio, she was living a completely different life in Italy. He introduced her to a lot of people and she felt more integrated into the Italian society. After moving in with him, she didn’t feel so financially vulnerable as she knew that Patrizio would be there if she lost her teaching post due to the financial crisis that Italy and the rest of Southern Europe was going through.
But she could not support the idea of depending on her boyfriend/partner so she was determined to find a solution to her unstable employment situation. She had realized by now that it was not easy to find a good job while living in a foreign country and she didn’t mind the idea of starting from zero with a small business or a project but the big question was always….
What could I do????
Then one day, while surfing the internet she came across a post in a forum for expats and learnt how the author of the post had become “location Independent” by creating a blog, mixing her skills and passion, and was now living in Argentina. The idea really appealed to Kelly and she decided to research more into this location Independence concept, as it could be a good solution for her. She is computer literate and wouldn’t mind spending more time online learning about blogging and using social media to support a business. At this time, she still had some money saved that could help her to get started and wouldn’t mind spending it.
And maybe she could turn her travel blog into a more professional blog and start earning some money from it (she heard about other travel writers who write hotel reviews, articles for US/UK magazines and websites and also write posts/articles for businesses in the tourism industry all around the world). After all, she always enjoyed writing articles about the places she visited and the places she stayed at, had good content writing skills and knew Italy quite well.. Maybe this was not such a bad idea after all.
So she decided to go back to the post on the InterNations forum and got in touch with Sabine from the site Anywhere in the World and took advantage of that 30 min free Skype consultation which was offered in her free Ebook.
Finally she had a plan…
Now she had a goal and was determined to reach it in the next few months. Before her next birthday, coming up in August, she would have created her own job/business that would fund her lifestyle anywhere in the world!