A Case Study

Some people call this your avatar, but what’s important here is not what to call your perfect target market model, but who they actually are.
I’ve done some homework for you and created a Q&A with my own target market model. Her name is Kristy, and she’s here with me today (actually, she’s always with me).

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The purpose of this post is to show you how to figure out who your target market is by thinking about your ideal customer. The person who will respond best to what you have to offer.
What does this have to do with copywriting? 

Everything!

How do you think I find my own target market?
How do you think I write my content if now by finding out what my customer wants first?

What’s difficult about copywriting or other people (as opposed to yourself or your own business), is that I have to figure out each of my clients target market models.

A lot of times, they don’t even know.

Over time, I’ve developed a feel for a certain kind of business’ target market based on experience, but it’s always a lot of help when my customers know exactly who they want me to write to.

So, without further ado, let’s get to the interview with my target market model, Kristy.


D: Hi Kristy! Let’s begin. How old are you?

K: I’m between 30-50 years old.

D: Married? Kids?

K: I’m married with 1-2 children between 1-10 years old

D: What’s your career situation?

K: I’m in an unfulfilling career, or I’m a stay-at-homer. I’m currently researching or building a home-based business.

D: What do you want from that business? What are some goals for you?

K: I want to create and build something to feel proud of. I want validation for my abilities, but I really need the encouragement.

D: I’d call you a Creative Entrepreneur. Would you agree? How do you feel about your business?

K: I’m definitely a newbie. I have lots of questions and really need help.

D: What specifically do you need help with?

K: There’s a really long list. Here goes:

1. Marketing
2. Writing
3. Organizing my thoughts for the business
4. Staying motivated and keeping momentum
5. Making time to do what the business needs
6. Doing everything myself
7. I need ideas for:
a. Defining my audience
b. Reaching my audience
c. Thinking of products (and packaging) and services to offer
d. Figuring out my branding
e. Expanding and wholesale (when I get to that point)

D: That is a long list. How does that make you feel about your business?

K: I’m drowning. There’s so much that needs to be done and I’m not sure where to start.

D: It’s common to feel that way among all the options available to entrepreneurs. Is your family supportive?

K: Not really. They’re resentful of the money I’m putting toward my hobby, as they call it, but I want to make this more than a hobby and I can’t do that without spending a little.

D: What made you want to start this business?

K: I’ve been doing what everyone else wants for a long time. I work a boring, depressing job with people who I don’t really click with, or I stay at home doing tedious tasks. I take care of my children and I love that, but I really wanted to do something for myself.

D: So, what do you need from me?

K: I need someone to guide me through the process. I need someone to motivate me and let me know that I’m not alone in my struggles. I need someone who can answer my questions when I get stuck and provide advice based on experience. I need a mentor and a leader.

D: I will do that for you, Kristy. In fact, I’ve already started.


So you can see that this conversation could have gone on a while. I encourage you to have a conversation with your own target market model. Why? Let’s look at what we learned about Kristy in this short dialogue.

We learned:

1. Her demographic:

a. Age
b. Status
c. Mom

2. Home and career situation

a. Unfulfilling career
b. Stay-at-homer
c. Home-based business owner

3. Feelings about those situations

a. Uncertain
b. Questioning
c. doubtful

4. What she wants

a. Validation/motivation
b. To build her business

5. What she needs

a. Help with the list she gave us
b. A mentor

6. Her deeper emotions/motivations/beliefs

a. She doesn’t think she can do it
b. The choices and to-dos are overwhelming

7. Her obstacles

a. Her family isn’t as supportive as she’d like
b. She has destructive ideas holding her back

From that, I can tailor my own business to help her.

I’m a copywriter, so I can write a multitude of blog posts to help motivate her.

I can create templates and schedulers to get her organized and on the right track.

I can provide resources to help her get the things she needs to build her business.

I can provide courses, one-on-one mentoring and a Facebook group that provide the support, encouragement and motivation she needs to keep up her momentum.

And I can target all of that in a way that will grab her attention and fill her needs enabling her to achieve her wants. Crazy right? I got all that from a short conversation with myself (don’t tell anyone).
So, how can you apply this to your business? I’ll tell you how I did it.

I started talking to the customers I served. I started asking them questions.

Naturally, I work closely with them to create the copy they want. That might not be the case with your business, or maybe you haven’t started selling yet and you’re still in the planning and development stage. No worries. That’s okay.
Think about the person you want to serve. Look at other businesses similar to yours and see what they’re doing to serve their target market models. Is their branding flirty or serious? Are their blog posts casual or highly polished? Do they have a wide array of products/services to choose from, or only a select few.
Think about who they serve and if that’s the same person you want to serve.

Then, think about how you can do it better. Are they doing a good job of serving that market? Are they providing valuable content, or just sales-y blog post? You can do better.

Is their packaging top-notch, or a little cheap looking? You can do better. Are their prices reasonable? Is their shipping fast?

Think about everything you want to provide and what is reasonable for you.
Then have a conversation with the person you want to serve. This is important now and it will be important years from now when your home-based business has transformed into a full-blown company with employees and tons of revenue.
Why?
Because as you grow, you’ll have many choices to make along the way. You can’t do everything, nor do you want to. So it’s important to keep your target market model in mind to help you make those choices.
Podcasts are currently raising in popularity, but if your target market model doesn’t listen to podcasts there is no reason for you to start one. You’ll end up wasting time and money that you could have put toward something your target market model responds better to.

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Let’s hear it! What are some great questions you ask your target market model? I’d love to hear what you think.


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