Defining Your True Consumer

Updated August 2021

Your true consumer isn't your target market. A target market is a general demographic your brand is providing a product or service for, your true consumer is the one person you will be talking to in your online marketing. They're the person you keep in your mind every time you write an email newsletter or hit 'Tweet.'

It's important to spend time getting into the nitty-gritty of your true consumer's personality and lifestyle in order to make your marketing as effective as possible. We'll cover the basics to give you a good picture of them, and then we'll dive a little deeper to truly get into their mind.

You can present your profiling in any way that serves you. If it helps to use an image along with some bullet points then get creative! We'd recommend having a synopsis of some kind that you can keep to hand as a reminder every time you come to create content to ensure you're always speaking to the right person.

1. The fundamentals

This is what most people will have in mind already but often ends here. Answer the following:

  • How old are they?
  • How do they identify?
  • Do they have a family?
  • Do they live on their own?
  • Where do they live? Is it rural?
  • What do they do for work?
  • What are their interests and hobbies?
  • What brands do they currently buy into?

As we are defining your true consumer, keep just one person in mind and answer the questions specifically rather than trying to appeal to a wide range of people. It might seem counter-intuitive at first but it'll help you speak directly to the people who will be the most supportive of your business and make them feel as though you truly understand them.

2. Into their mind

Now we've covered the basics and you've started to build a picture of this person, you can step into their shoes a little more.

  • What frustrations do they have about the industry your brand sits in?
  • What do they love about your competitors?
  • What do they dislike about your competitors?
  • What do they search google for on a daily and weekly basis?
  • Who do they follow on social media?
  • What podcasts do they listen to?
  • Do they watch T.V in the evening or YouTube?
  • What do they never find the time for but wish they did?
  • What are their pet peeves?
  • What brings them joy?

3. Where do they exist?

Create a timetable of their life. If you took a peek into their diary, what would it look like? List their work schedule, the commute, the lunch break, every single item of their day. Along with these, note what each activity looks like and where it is. For example, do they commute by car on a motorway or do they take the tube just a few stops central?

Now you have all of their physical places of existence, note down their digital lives. Scrolling Instagram on their iPhone throughout the day? Check a Reddit forum for recipe ideas?

To take this to the next level...

Note down their emotions as they go through each stage and activity of the day. Are they tired? Excited? Motivated? Counting down the clock? If you know how your customer feels at each point of the day, you'll know how best to alter your tone of voice or the type of content that you serve them.

Creating A Marketing Calendar

4. Dreams & fears

This one will serve you the most when it comes to writing your hooks and call-to-actions. Being able to speak to your customer's dreams and fears will allow you to make a stronger connection and catch their attention in a way you just can't do when you only know their demographic.

We'd recommend writing out every single one that comes to mind and then you can evaluate afterwards which ones will be relevant to your brand communication.

For example, these might look like...

Fear: "I'm worried I'm never going to get healthy but I don't have the time to cook and don't know where to start"

Dream: "I would love to have a job that gave me more time to spend with my family"

Some prompts to help you:

  • What keeps them awake at night?
  • What thoughts keep popping into their head when they should be focusing at work?
  • What's getting them through the week to the weekend?
  • If they could be anywhere right now, where would they be?
  • What motivates them?
  • What have they always wanted to achieve?
  • What would they do if they had a little more time in the day?

More Clicks With Hooks & Call-To-Actions

Once you have the complete picture of your true consumer, you should find it easier to figure out where and when you're going to talk to them - and exactly what you need to say to catch their attention.

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