One thing we often see when we first start to work with clients on their Shopify websites is confusion around who exactly their customers are, and how to figure this out. This is totally normal.
But since knowing who your customers are is key to being able to speak to them in a way that makes a connection (which leads to making sales), knowing who your customers are is a big deal!
Let’s clear up something we often encounter when we first start working with clients: knowing who your customers are so you can connect with them so you can sell your thing to them is NOT manipulation.
It’s not sleezy or salesy.
It’s the exact opposite. You have a thing that people want! It makes their life better or easier. It nourishes them. It makes them feel good about themselves. It’s useful, fun, or desirable.
And you’ve sacrificed a lot to bring this thing to the marketplace because you believe in it and it’s meaningful to you. THAT’S what your customers want! They want their life to be better or easier. They want to be nourished or feel good about themselves. They want something useful, fun, or desirable, but they want it in a way that is meaningful and connected to their values & their identity.
So, when you can connect the meaning behind what you’re doing to the values & needs of your customer – that’s when the magic happens. You: making a consistent income selling your thing. Them: getting their needs met in a way that vibes with who they are. This is a beautiful connection.
And this is why when we see the red flag: “my thing is for EVERYONE!” we know there’s a little work to be done *first* on who the audience is and how to connect.
So if you want your website to be powerful and make consistent sales, start here and figure out who your customers are, and how their needs and values intersect with your thing. Spend some time getting to know your customers. If you’re brand new in business, look at similar business’ brand positioning to point you in a starting direction. (I say starting direction because you’ll never want to directly copy someone else’s brand messaging because 1. that’s just not cool and 2. it takes away from your uniqueness that YOU bring to the table.)
- What kinds of questions are your type of customers asking of other businesses on Instagram or Facebook?
- What types of professions are they in?
- What seems to be common values that your customers tend to share?
Knowing this helps you to speak about your thing in a way that cuts right to the chase of what your customers are needing/wanting/looking for. It takes away confusion and helps you offer the kind of clarity that people can hold on to, as you provide solutions for their needs, wants, and desires. It prevents wasted time. It prevents frustrated customers. It prevents lost leads.
If you skip this step you might have a beautiful website that isn’t making you many sales.