Original subtitles

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OK so this section is all about our customer who is our ideal customer.

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You know we've got a product now.

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Who is the perfect person who's actually going to buy this.

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This is the holy grail of marketing.

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You know clearly I've got a product I basically just want to go to my perfect customer present it and

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not waste any time on anybody else.

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OK.

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This is a huge topic and I don't want to get bogged down I really want to get to work.

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I'm going to show you in a bit how we're going to use Facebook targeting to laser in on these people.

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But for the moment I wanted to just start broadening your mind a bit and thinking about what your customer

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might look like and in order to help you I'm going to take you through a few bullet points here.

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And it's going to start sparking some things in your brain.

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Guaranteed with the products that I've selected I'll use that to put that in context.

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But you know you hopefully pick other products by this stage and this is going to start bringing the

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two together.

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So first and foremost gender you know on my jury is probably best selling to women.

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If we're honest age my particular choice probably sells better to 30 plus year olds.

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You know I know that from experience.

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It just it just does.

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But you know your products might definitely apply to an older person or maybe to a young person where

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they live again.

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Juries kind of independent or maybe got a product that is more pertinent to the UK market than the U.S.

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market.

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Or maybe you're in the U.S. market and it makes more sense for people live in cities or maybe it makes

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more sense for people who live in the mountains and some of our product or noble start thinking about

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very objectively whether where they live has any impact.

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Now the next three of them are actually all in in Yellowhead because they're kind of important they're

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the ones I think about the most.

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So what products do they like.

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You know if I'm if my I'm selling dog jewelry to somebody then clearly people like dogs and if Labrador

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jewelry for example then they'll like Labradors and I put like like that because I'm sort of referring.

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At this stage as I slowly start to introduce the concept I'm referring to Facebook.

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Right we like things in Facebook you know I enjoy outdoor sports a lot so I like a lot of outdoor sports

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type pages.

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So Facebook has profiled me in that way so I can find people in my example who like Labradors for example

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that's going to start narrowing down who my ideal customer is.

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What services do they like.

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You know people who have dogs might have particular services could be dog grooming service for example

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that they have liked what what sort of services do they use as a dog owner or indeed in the context

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of your product.

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What brands do they like.

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You know dog owners typically you know let's talk about dog food brands for example you know that would

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be a brand that they would they would adhere to and have likes on Facebook.

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You might have a particular brand of skis or something like that that you that your product your product

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you know if you're in seeing market for example they like a particular brand of skis or a particular

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brand of basketball.

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No idea.

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But you know the brand that they like is helping to shape what this ideal customer looks like.

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And what communities and groups they belong to this is an interesting one.

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You know dog owners for example might belong to dog training communities you know or dog owners clubs

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or whatever you know think about the communities and the groups they belong to.

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So we've gone from you know having really no idea.

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Perhaps what our customer looks like maybe from you know in my example a woman who had to buy some jewelry.

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We've narrowed it down by then by age.

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We start to think about the kind of products and services and the brands that they would like and the

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communities in the groups they belong to.

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Now there's a lot there but I encourage you to get her piece of paper you know take the screen put it

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on pause or whatever and just start to you know take some notes get get your get your creative juices

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flowing with the products that you've selected and see if you can come up with some nice little bullet

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points underneath these main headlines that would start to build up what your customer avatar looks

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like and what you'll find is that the more you do this the easier it will become in the beginning you

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might feel a little bit you know like whoa.

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Question What to do here.

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But just start writing and it will start to happen and slowly on after feet and you know three four

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five 10 of these you'll you'll do it very very quickly it will start to become second nature.