Who’s your perfect customer? You don’t need to be an FBI profiler to pin down the kind of customer you want.
Now consider: What kind does your marketing actually attract? If there’s a disconnect between the two, you have a serious marketing problem. As Seth put it:
“Many of the products and services we use are now about our identity. Many small businesses, for example, won’t hire a coach or a consultant because, ‘that’s not the kind of organization we are.’ Wineries understand that the pricing of a bottle of wine is more important than its label or the wine inside. Price is the first thing that most people consider when they order or shop for wine. Not because of perceived value, but because of identity.”
One of the most fundamental jobs of your marketing communications is to identify and attract the right kind of customers, i.e., the ones who can relate and identify with what you offer.
If your marketing consistently attracts the “wrong” kind of customers, it’s past time for a marketing makeover.