Who Do You Want to Serve?

I’m not ashamed to admit I have flip flopped around on this one a bit over the years.

The reason being is that I have built three very successful businesses now without ever having created a solid customer avatar.

However this past couple of weeks, I decided to give it a go and I must admit, when sitting down to write some content for my MIHM videos, it did make it infinitely easier to imagine I was having a coffee with my ideal target customer.

For example, meet Kate.


Kate is 48 years old, from the Midwest with two children aged 16 & 19. The 19 year old has left home and is at college.

Kate is a respected Office Manager on a decent wage but as the kids have grown she has a hankering for building her own business. She’s been tinkering with a blog and a social media account for the last couple of years and has even built an email list of around 500 people, but she’s a bit lost and not sure what to do or where to go next.

Secretly she’s pretty darn good at making jewelry and is always selling pieces to her friends. She lays awake at night wondering if she could turn that into a business and how it could become something that has a positive impact while being profitable.

Kate’s not ready to disappear into the obscurity of middle age but fearful of a lack of both time & energy to put into a new venture.

Kate would love to start traveling with her husband in the next few years and therefore wants to get something off the ground she can do on the move and also so they can travel in relative style. (She can totally see herself backpacking across India, as long as the hotels have spas & air-conditioning).

Plus she wonders if traveling might help her with her dream of finding beautiful jewelry pieces to add to her collection while helping people in developing countries at the same time.

Kate wouldn’t call herself a domestic goddess, but likes to look after herself & her family with good nutrition and a healthy lifestyle.

Kate loves to read (both fiction & non fiction), is a museum goer, enjoys yoga (although would love to be better at it), likes to learn and stretch herself and catch up with the girls for Friday night wines.

She’s actively involved in charitable affairs and helped out at the school garage sales & discos when the kids were younger. She has ambitions to have an impact in the world but has some secret fears that she’s past it and perhaps left it a bit too late to start again.

With an eclectic taste in music spanning from Fleetwood Mac to 80’s disco to Bruno Mars, she knows she is responsible for her outcomes and is an action taker at heart.

She loves Oprah Winfrey, Michelle Obama, Brene Brown, Bridget Jones Diary and believes strongly in female empowerment.

She worries about her spreading waistline, competing with millennials & Gen Z, her aging parents and her almost grown up kids. But after years of looking after others it’s her time and she wants complete financial independence & freedom while investing her time in something she’s passionate about, that could potentially have a positive impact & allows her to travel.

Now, imagine I’m sitting down to create some content and I really have no idea who my target market is. I have no idea who I’m creating content for and therefore cannot hone my message.

Imagine again I sit down with Kate.

Do you think it’s much easier for me to address her fears, her dreams, her apprehension, her lifestyle?

To be sure it is!

Can you build a business without a customer avatar. 100%.

Is it easier with one? 100%.

Ok so now it’s your turn.

Imagine you’re sitting in Starbucks or your favorite coffee house with the ideal person you would like to be telling about your brand, product or service.

Remember this is your person. You make their life up for them.

Who are they?
What’s their name, age, marital status etc?
What do they do, what are their hobbies?
What do they dream about, what are they scared of?
What keeps them up at night, what gets them excited?

As per yesterdays post, please do not worry that you’re going to be alienating people when you focus in.

It’s the clarity that’s key here.

The clearer you are, the easier it will be for you to take action. The more action you take the more people you will attract.

Just because I’m targeting Kate does not mean that I will not attract older people, some younger, men, Ozzies, Brits etc. So many people will resonate with Kate & her fears & desires and my messages will be that much clearer.

So get as detailed as you can.

Then when you’re ready, go and print off a pic from google of what the person looks like in your mind.

Then next time you sit down to create content, or make a piece of jewelry or create a product, you can imagine you are sitting across from the very person you’re creating it for.

This exercise will help you immensely so do please take the time to do this and put it somewhere you can look at it when you need to.

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