Creating a Target Customer For a Strong Marketing Foundation

Online Class: The Keystone of Your Business

Aeolidia's target customer course

Define a specific target customer and learn how to create an effective marketing strategy around her.

You may have heard that you should create a target customer for your business. This is the one (imaginary) person who is the best fit for your business’s style and products. If this feels weird to you, you’ll want to join us to learn about the real benefits of creating a detailed customer avatar.

When you define a PERFECT customer, 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.

Join me to learn how to become MORE you, not less, with this powerful first step.

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.

Why this is an un-skippable step

“If you speak to a demographic, you will not sound like you’re speaking to a human being.”

Do you ever feel at a loss for words on social media, or out of ideas for newsletters? Maybe you can’t figure out why anyone would even want to sign up for your newsletter in the first place? If marketing feels hard, and you wish you had a cheat sheet, this class is for you!

Without understanding your target customer, you will either find yourself trying to please everyone (impossible), or talking to no one (super boring for all of us).

Instead of trying to be something to everyone, focus on being everything to someone.

We’ll figure out how!



Thank you so much for your class — it was one of the most useful sessions I attended at Craftcation. I appreciated having some time to actually think about and reflect on my brand & customers in a structured way.

Thank you!
— Emily Funkhouser

Who is this class for?

This class is for you if:

  • You are a creative with a physical product(s) to sell
  • You don’t feel crystal clear about who you’re talking to and what to say when selling online

What you need to participate:

  • An email address
  • A personal Facebook account
  • A business or a business idea

You will leave this class with:

  1. A fitting target customer profile that you can use yourself and take to a designer, marketer, PR person, photographer, or anyone else who helps you communicate with your customers.
  2. An understanding of where you fit in in your market, and what differentiates you from even your closest competitor.
  3. A good start on what your best next step will be to grow your business.



As a web designer for nonprofits, I found being my own designer to be unexpectedly challenging in oddball ways. Your dream user/customer workshop was exactly what I needed.

In fact, one thing you said I’ve said to my web design clients but never, not once, applied to my company and it was so exciting and freeing that I woke up at 4 AM with a clear vision on what I need to do next.

— Jennifer Arzt, TRY Studio

How this class works

This online class takes 3 weeks, with one bonus week for Q&A and figuring out your next steps.

We begin Monday, May 15 2017 over email and on Facebook.

Registration closes on Monday, May 15 at 8am Pacific Time.

I can’t guarantee that I’ll ever offer this class again, so jump on it if you want to get this taken care of!

You will receive a weekly email with one bite-size chunk of action to take, real life examples, and guidance on how to get started with it.

Each week, there will be a new live video in our students-only Facebook group, which you can watch in real time. You can ask questions during the video and/or catch up on later on your own time.

In the Facebook group, we will be helping each other with that week’s task. I will be actively answering questions and offering feedback. I may bring in other members of the Aeolidia team, or other branding experts along the way.

I will be available in Facebook and by email during the class, and I will be invested in making sure you leave the class with the tools you need to start your business on the right foot.



Can I just say that I LOVE your encyclopedic knowledge on all things e-commerce? I will do a deep dive this week and look forward to exploring the naming assistance as I formalize my plan to become a legitimate e-commerce maven.
— Karen Haas

Value guaranteed

I will offer a full refund of your registration fee if you don’t feel that your time with us was well spent in this class. Just let me know via email within two weeks of the end of the class and I’ll shoot a refund right back to you.

Be the first to take Aeolidia’s online class

Hi, I’m Arianne! I run Aeolidia, a design studio that has been growing creative businesses for a baker’s dozen of years. My knowledge of ecommerce has recently been called, “encyclopedic” by an in-person workshop student.

Aeolidia focuses most of our knowledge, strategy, and attention on our paying clients. And an Aeolidia site is a financial investment that often doesn’t make sense for newer businesses. I’ve been meaning to come up with a good way to share that knowledge with businesses that are starting to find a foothold, and this class is my very first paid online offering.

I’m going to be very involved and engaged with this first class so I can figure out what works the very best for you and will be the most effective. This means you can get all your questions answered, influence the path of the class, and get lots of one-on-one time with me at this affordable introductory price.

If you’re going to do ONE thing right 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!

Arianne Foulks, founder of Aeolidia

About your instructor

Arianne Foulks is a storyteller, idea-hatcher, and optimistic yaysayer. She is captain and founder of Aeolidia, a web and graphic design studio that has been working with creative, design-oriented shops since 2004. Aeolidia serves those at early stages on their path with an informative blog and supportive community, and meets established businesses at that tipping point where strategic design can be transformative and cause exponential growth.

Aeolidia is one of the highest ranked Shopify Experts featured on, and Aeolidia alumni include Emily McDowell, Rifle Paper Co., and the Renegade Craft Fair. The custom websites Aeolidia creates have a reputation for transforming businesses, taking them to the next step, and resulting in substantial increases to online sales. Arianne’s weekly newsletter for online shop owners has been described by a reader as, “the one email I look forward to, as I know the info propels me forward!”

Arianne has been interviewed by Design*Sponge, Etsy, Tara Gentile for CreativeLive, and Thrive By Design, among others. Her advice and tips have been included in course work for Lucky Break’s Brick House Branding, and Flourish & Thrive’s Laying the Foundation classes. Arianne has spoken and taught at Craftcation, Nearly Impossible, Altitude Summit, Maker Mentors, Schoolhouse Craft, and many other creative business conferences and events, and she’s looking forward to chatting with you about your “big little” business!

FAQ from Facebook

Q: So after we figure out our exact target do you also show how to implement that in our copy and visuals? I’m super interested in this!

A: Yes! Your target customer profile will be the tool we create, then the next week we’ll talk about how to use that tool!

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Q: I’m really interested in this, but just wondering how much it will differ from your already amazing blog post and worksheet? Will there be personalised advice or is it more of a general group class?

A: This is going to be personalized! You’ll be able to ask questions of me and the whole group at any time, you can ask and get an answer live during any live video, and I’ll also be available over email if you get stuck anywhere. I want to know what you’re doing and work to make your specific business work. Should be fun!

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Q: If you register and cannot watch the videos live on Mondays, will they be available later in the day?

A: They will be available to watch and re-watch anytime throughout the course on a Videos tab in the class Facebook group.

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Q: this sounds fab – just what I was about to work on in fact! I already have a customer profile worksheet, and have made a start. But this sounds much more tailored? I find it tricky when it comes to knowing what to say/ how to reach out to the ideal customer. I won’t be available to take part on Monday 16th, is it crucial I take part on that day or can I catch up on video _ Facebook? Thanks!

A: I’m hoping the people that attended my in-person class will be able to finish what they’ve been working on and get some personalized help specific to their business. Nope, you don’t need to be available any particular days. I’ll send out info by email each Monday and there will be at least one video each week in the group, which can be watched and re-watched any time.

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Q: I just signed up and I’m excited! I have a question — I sell here and also have a large customer base in South Korea, and I feel like the target customer profile is different in these two countries. I’d love to get some tips on how to target both audiences.

A: Yes! We will be talking about when and how to define more than one target customer.