One of the most important questions that a business owner can ask is, “Who is my customer?”
Unless you’re Apple, trying to sell to “everyone” is a good way to stretch your business to the breaking point. To market yourself appropriately and effectively, you have to know who your customers are.
Do you have typical repeat customers? What are some of the things that they have in common, like age, gender, interests, aspirations, financial status, and social status? When you’re planning out your message, what are the most important factors that your customers will consider, and how are you going to emphasize those things?
Some people will seek a diverse and cheap selection but don’t care as much about quality. Others want the top of the line selection and a trendy shopping atmosphere but aren’t concerned with seeking out the best prices. Some shops provide extensive and focused personal service but some customers would rather have a relaxed environment in which to browse on their own.
How you arrange your physical location and what it looks like should tie into your promotional and advertising strategy. Gorgeous and elegant glossy fliers might not be the most appropriate way to lure new customers to your converted warehouse of super savings. Similarly, grungy sign spinners may send the wrong message to people looking for a swanky high end boutique. Don’t try to advertise your bridal shop in Bass Angler (unless you specialize in mid-river weddings).
When you know who your customers are, that works out to both your advantage and the customers. It’s much easier to connect the services and products that you provide, and that creates much better revenue flow for your company.