Announcing Aeolidia’s First Online Class: Creating a Target Customer

Aeolidia's target customer course

Do you know who you’re talking to when you promote your business on social media? Do you feel a rapport with your customers, totally get who they are, and why they would choose to buy from you over anyone else? If the answer is no, you’re invited to join us in figuring out this important foundation of your business.

Announcing Aeolidia’s online class to find your target customer

I recently taught a jam-packed class about target customer at the Craftcation conference. We looked at a bunch of examples, and began filling out Aeolidia’s target customer exercise. This kind of work is a lot easier when you have people to bounce your ideas off of, which is why I’m teaching an online community-based class for you starting next week:

UPDATE: class is in session, and registration is closed. If you’d like to hear about the next class we offer, please sign up for our mailing list.

You’ve probably heard that you should create a target customer profile for your business. You may have heard a term such as customer avatar, customer persona, dream customer, or something like that. Whatever you call it, this is the one person who is the very best fit for your business’s style and products.

Mafu skincare photo © Jen Lacey for Aeolidia

At my design studio, Aeolidia, we refuse to start a design project without a good understanding of who the target customer is. And no, “women, 25-65” doesn’t count as a target customer! We used to try to work with clients who didn’t have this info, but soon realized that our work just wasn’t effective that way. If you try to speak to everyone, you end up speaking to no one.

If you know your target customer, you know:

  • where to be featured
  • what keywords to use
  • how to word your marketing
  • what benefits to point out
  • what offers to make
  • how to style and photograph your products

Your target customer will even influence your product line for the better.

If our multi-talented and experienced team can’t do good work without a target customer, I sincerely hope you aren’t trying to build your business without one.

Handcrafted HoneyBee, postcard design

Handcrafted HoneyBee, postcard design by Aeolidia

Here’s what I want you to know:

You may feel that if you narrow down your marketing to focus on one particular type of person, that limits your business. Surely you’d want as many people as possible to be interested in your products, right?

Defining a perfect customer doesn’t mean the imperfect ones can’t shop on your site. In fact, it will make your site more appealing to more people if you design it for one specific person.

When you do this, you aren’t narrowing the field of people you can sell to. You’re making your brand vision stronger, which makes your business as a whole more appealing, memorable, and lasting. Hint: it also makes your marketing efforts easier and more effective.

If you’ve interacted with your customers personally, it may feel weird to try to shoehorn them all into one type. I can help with that!

Challenge your competition by being less like them and more like you

You want to differentiate yourself from your competition, and your best way of doing that is by having a strong brand. As shared in this recent piece by Sean Low,

“…look around to who might be doing similar work. Ask yourself if you would be confused if you were the client between the two (or ten) of you.

If you would be confused, […] become MORE you, not less.

And that is the thing about strategy, it is about distillation, not dilution.”

Living Well Spending Less planner hero shot © Jen Lacey for Aeolidia

Let’s do this together!

If you’re going to do ONE thing as you start to build your business, it needs to be defining your target customer. Figure out what your business will mean to her, and why she would choose you over even your very closest competitor. Let’s do this together!

I am excited to finally have the time to get together with a group of creative business owners (including you, I hope) to help directly and specifically to build a strong foundation for a lasting business. Let’s talk about where your business is at, and bump it along to the next step together.

Thank you so much for these notes! Your target customer presentation was one of my favorites at Craftcation, I learned so much.
— Andrea Greene

You need to sign up by May 15, and class starts that day!

UPDATE: class is in session, and registration is closed. If you’d like to hear about the next class we offer, please sign up for our mailing list.