How Anthropolgie Uses a Client Persona to ‘Wow’ Their Customers and Slay Competition
This blog post is part 8 of a 13-part series on ’13 Steps to Becoming a Killer Facebook Ads Strategist.’ This series is running weekly from June 9 — September 1. Read Step 7 Here.
Do you remember the exact moment you decided to start your business? I do. It was just after a beloved children’s store shut its doors. I had been tweeting and blogging away on social media for 18 months and decided I could use my knowledge up to that point to help other small businesses avoid a similar fate. My client? Small businesses in my neighborhood. Here’s what’s wrong with that broad client persona.
I live in the 9th coolest small towns in America, and visited often well before moving here. Snohomish is quite literally a city out of a Thomas Kinkade painting. Small businesses abound in the Historic District with nearly 200 businesses in a 1 mile radius. These businesses range from bustling boutiques, breweries, wineries, restaurants, pubs, attorneys, chiropractors, hair salons, etc. How could I create successful business cards, web pages, or even ads with such a wide ranging group of small businesses?
Creating a client persona or ideal client avatar means that you take the aspects and attributes of your ‘ideal’ client and create a profile for them. Think of it like you’re creating a profile for them on social media. I have two examples coming up for you, but I want to get your juices flowing with a few questions. You’ll also get my ‘Target Market Cheat Sheet’ that I’m providing for you at the end of this post.
Question 1. On a scale of 1–10, how well do you know your ideal client? 10 being your BFF.
Question 2. What would your ideal client eat for breakfast M-F?
Questions 3. Does your ideal client bend toward the positive or the negative?
Questions 4. What is your ideal client’s top 3 fears in life — real or imagined?
Questions like these are meant to get into the mind of an actual person who would be a perfect candidate for your problem-solving product or services. Having a broad customer persona leaves a lot of revenue on the table.
Let me share a couple of examples I was introduced to. The first is an article in Fast Company about the popular boutique, Anthropologie. In it, a very useful description jumps off the page:
“Ask anyone at Anthropologie who that customer is, and they can rattle off a demographic profile: 30 to 45 years old, college or post-graduate education, married with kids or in a committed relationship, professional or ex-professional, annual household income of $150,000 to $200,000. But those dry matters of fact don’t suffice to flesh out the living, breathing woman most Anthropologists call “our friend.” Senk, 46, says, “I like to describe her in psychographic terms. She’s well-read and well-traveled. She is very aware — she gets our references, whether it’s to a town in Europe or to a book or a movie. She’s urban minded. She’s into cooking, gardening, and wine. She has a natural curiosity about the world. She’s relatively fit.””
The rest of the article is fantastic and I invite you to go and read it. Based on that client persona, Anthropolgie is able to shape all of its marketing to speak directly to that very special client.
The next example I want to share is from a woman named Jasmine Star. Jasmine is a photographer who has turned her business into a place for other photogs to learn from. Here is a description of her ideal client, Elle (she gave her a name!).
“She lives in Manhattan beach, CA. She is married and has two adorable boys. She drives an oversized white SUV. Prior to ending up in Manhattan Beach, CA, she grew up in Ojai, CA. That is about 30–40 minutes from downtown Los Angeles. She grew up on her father’s goat farm. He raised goats and would milk the goats. She would run the fields with her goats and along the way she would collect wildflowers and herbs and that became a huge part of her identity. As she grew older, she moved to downtown LA and started creating organic goat milk soap. On each bar of soap she inlaid herbs and flowers and it became a huge part of her identity. She got married. She moved to Manhattan Beach and now sells her goat’s milk soap in a farmer’s market in Manhattan Beach. Opportunity arose for her. A buyer from Anthropologie was walking through the stalls and came across her soap and said, ‘I want to carry your soap in Anthropologie.’ The biggest decision Elle had to make was whether or not her business was streamlined, whether or not she had built a brand, and whether or not she was able to leverage her marketing in a way to facilitate this request from Anthropolgie. The person I just introduced you to, my friend, is made up in my mind. Her name is Elle and she is my ideal client.”
Now it’s time for you to take a crack at defining your ideal client in a similar way.
I know what you’re thinking. You think if you narrow down your ideal client to these granular details, that you’ll miss out on all the other ‘types’ of clients out there. The thing is, once you begin speaking the way your ideal client speaks, you stand to gain more business because your people will ‘get’ you because you ‘get’ them.
You may lose some folks for sure, but they probably wouldn’t be a good fit for you anyway.
I look forward to meeting your ideal client. Share her inside my Facebook group or by leaving a comment.
You are well on your way to becoming a killer Facebook ads strategist and this exercise is going to put you over the top!
Download the ‘Target Market Cheat Sheet’ and get started today!
Originally published at www.cannononlinemarketing.com.