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Debbie pearce & Nicola Griffiths Debbie pearce & Nicola Griffiths

Who is your Typical Customer?

Targeting your promotions

If you've ever drawn up a formal business plan, engaged professional help with your PR or commissioned a radio advert, you'll be used to being asked to define your 'typical' customer.

Most of us therapists start with the premise that it's anybody who needs our services. OK, do you mean everybody? Probably not. Whether or not you are aware of it, you automatically narrow the field, eg:

 By location - which town(s) do you practise in?

 By mobility - do you offer home visits?

 By health - do you go into hospitals and hospices, are some medical conditions contraindicated for your therapy?

 By age - do you offer baby massage or counselling to very young children?

So, why does defining your 'typical' customer matter? 

It matters because it helps you communicate in an appropriate way. If you can target the right message to the right people in the right tone, you stand a much better chance of attracting new customers. 

If you want to offer 'Laughter Yoga' sessions, for instance, you wouldn't want to promote it using Dickensian prose with tons of scientific backup. You'd want to keep the tone light, fun and uplifting.

On the other hand, if you are wanting to offer corporate motivation sessions at Braithwaite, Blenkinsop and Smythe's law firm, you are likely to adopt a different tone.

So, here is a really neat trick for helping you to find the right message and tone:

 Imagine someone who actually represents a typical customer.

 They might be a real client (previous or current).

 They might be someone you would like to be your client.

 They might be a fictional or TV character.

For instance, we each have several different strands to our portfolio careers and we use a different approach in our communications:

 Nic

o As a partner in TMS

o As a Hypnotherapist

o As a Supervisor

o As a Clinic Owner

 Debs

o As a partner in TMS

o As a Hypnotherapist

o As a Supervisor

o As a lecturer for CPHT Guildford

As an example, whenever Debs is promoting her Hypnotherapy practice, she always visualises the lovely lady who runs one of her local shops. If Debs imagines that the shop-keeper would respond positively to a marketing message then Debs knows she’s hit the spot. 

In a similar way, when Debs used to work in charity fundraising, her team used to test their appeals on the Data Processing Manager. If it made her cry, they knew the campaign would be successful. (She was a willing participant, by the way :-)  ).

Whoever you choose as your typical character, imagine you are talking to THEM in each piece of communication you are putting out, whether it's an advert, Tweet, Facebook Post, poster, leaflet.

That way you ensure that everything you communicate is in a consistent tone and is targeted at your ideal customer.

Take Action to identify your typical customer!

Nic and Debs

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