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Creating Content that your perfect customer will love

In today’s episode of the podcast I talk all about how you can use the knowledge you have of your perfect customer to create content for social media they are going to love!

 

KEY TAKEAWAYS COVERED IN THE PODCAST

 

  •  We have to think about our perfect customer when we are posting on social media.
  • When we think about our perfect customer, we have to go deeper than just gender, occupation, location, etc. We need to know what their pain points are, what their aspirations are and what they do in their spare time.
  • A pain point is a problem your customer has that your product or service fixes.
  • Understanding who your perfect customer is really helps you to create content that really serves them.
  • People love emotion – post content that gets their emotions.
  • If you have your perfect customer at the heart of all your content, it will ultimately perform better as you are speaking directly to them.

 

THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…

 

Before you post ANYTHING on social media, think back to your perfect customer and make sure your content is interesting, valuable or entertaining for them.

 

HIGHLIGHTS YOU SIMPLY CAN’T MISS

 

  • Defining your perfect customer 07:12
  • How to create content for your perfect customer 22:10

 

LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE

 

 

Transcript Below

 

Hello and really warm welcome to this week's episode of the podcast. How's things. So I thought I would just have a quick check in and a quick hello. If you've not listened for very long, or if you're brand new to the podcast.

 

Welcome. I am really grateful that you've decided to listen to this and you know, see what I've got to say, which is lovely. You'll soon realize my style is very natural and you know, I like to call it authentic slash maybe a little bit unprofessional, which is hilarious. Cause I came from corporate worlds or has to be really professional.

 

But now it's like, I just want to be myself in my business. So, you know, so I just come as I am, as it were, you know what I mean? And, and do this episode just chatting as if you and I were sat having a coffee. I would be having uh, probably two shots of whatever. Cause I like strong coffee with some oat milk, but I particularly like the utterly barista edition.

 

I don't know if you can get it anywhere else of UK, in case you're wondering. So I'd be starting with that or we'd be at in the evening. And I would be having a drink gin and tonic, probably one of the most expensive super gins that got there because I seem to naturally have expensive tastes even without trying.

 

And or I'd be with lots of Prosecco or maybe a nice Chardonnay. I love the Chardonnay. The shopping went through really bad patch. Didn't it? When people thought it was like a cheap drink, but I, we've got friends in California, we go to California quite a lot when we're not in lockdown. And, uh, California Chardonnay is just the best.

 

Anyway, I didn't come on here to share with you my drinks, um, that I liked to drink, but yeah, I record it as if we're just chatting. I don't tend to, when I say I don't tend to edit it a whole lot, Phil, the editor he does. But you know, he doesn't take out my ramblings. So yeah. So I just come on here, I chat, I share all things, marketing and small business marketing with you guys.

 

And. I love hearing from you. I think it's so nice when you guys reach out, when you share on social, when you tell me you've listened, tell me what you've got from it. And I get it right. I totally understand, because I listened to a lot of audible. And I listened to podcasts. And often they'll be things I think, oh, I want to remember that. Or I'm going to search that or I'm going to do that. But the problem is you're listening to this while you're doing something else, inevitably. And so then actually physically go to your phone or computer and do a thing based off of podcasts. It's hard, it's hard. And anyway, welcome. Welcome to the podcast.

 

So today, uh, I'm a little bit tired. This is probably not a great first day to come to a podcast with me. I've been doing my bootcamp last week. Which means I was training every single day on screen. And also this week, I'm doing an event for someone else when I'm also on training every single day. And I was talking to someone earlier and I was like, it's pathetic.

 

I'm only on for an hour, hour and a half tops every day. No, because I still have other stuff that I'm doing around that. Like, I've got another talk tomorrow and then I've got coaching calls my 90 day members. And I was like, it just feels pathetic, but you're like, oh yeah, I have to go live for an hour today and talk about things I love.

 

And it doesn't actually, but there's something about that energy. It's a bit exhausting sometimes when you're doing it all the time. And I'm not very good at relaxing. I'm not very good at turning off. So, um, I've just got into gardening. If you've been listening for a while, you've probably heard me, which are about it.

 

If you follow me on Instagram, you seem a garden and everything, but the weather has not been very good. So I haven't even been able to go and switch off and go outside and do stuff. So anyway, it's been a bit of a task in week and today my brain like metaphorically hits a wall about four times. So I was in the middle of teaching something and my brain didn't.

 

Uh, just have a quick reboot and then I came back. So I'm hoping it's really pretty terrible day to do a podcast episode. Uh, but my lovely team are waiting for this. Um, so let's, let's see how we go. It could be brilliant. Could be awful. I'm joking. I would never put it out if it was awful, might not be the best they got done, but it's not gonna be awful.

 

And there's certainly gonna be some good stuff. I'm actually, I am really excited about today's subjects because I don't think I've talked about this specifically on the podcast. No, I've talked on the podcast about how to find your perfect customer. And I'm going to link up to that in the show notes, but I want to talk a bit about that, but also about how you can use your knowledge of your customer to create content that they're going to love for social media.

 

And how does that work? Because I think there's still a lot of people hate the hat. Who aren't thinking about their customer and when they're posting. And I had something the other day where I was doing some training, I was doing a live and we did the whole process of what's your perfect customer. And I am going to go back through it for those of you who don't know it, but probably not as detailed as I did in the first episode or the upset I did when I did it already.

 

So yeah, this person was saying I was talking like their pain points. I can explain what that is. I was saying, what are their pain points? And this person basically took the product and went backwards to work out what the pain point was now, I guess in theory, that should totally work because there's going to be someone that's going to need to be the customer, that product, but, but really have to start with them.

 

You have to start with. Who is your customer and what are they all about? And we're going to talk about the types of content that we can do. We're going to talk about how to have content that is engaging for them, because again, so often I see that people just post content that they want to see. They might not realize they're doing it, but they're not thinking about their audience.

 

And also they're not thinking about just thinking a bit outside the box with that content. I don't mean doing crazy things. Like reels and things. I've tried. I've tried a few reels. I do, you know, I totally get it obviously as a marketeer. I totally get it personally. I do not want to stand there pointing to things or lip sinking or dancing.

 

It's just not, the funny thing is I don't mind being a bit silly and making a fool of myself. Within the academy to my members. That's absolutely fine. Um, but I just wear it. Yeah. Yeah. I don't think it's for me anyway. Like I said, I can totally get it and if you're doing it and you love it then. Awesome.

 

And I wish I was a little bit kind of more relaxed about it, but no, not for me. Okay. So I don't necessarily mean thinking that the box like that. I mean, thinking at the box from a, you know, Different types of content and why people don't do it so enough rambling stories. So let's get on with it. Okay. We're going to start off. I'm just getting comfortable. Don't mind me.

 

Defining your perfect customer

 

We're going to start off with talking about your perfect customer and how we know who they are and what I'm really going to focus on specifically are things around their pain points. So let me explain what I mean, basically. You've got when people come up with a perfect customer, they think about things like what age they, what sex might they be?

 

What location are they living in? Marriage status? Do they have children? Do they have a particular job? Those sorts of things. And normally when I say to people who are your customers, that's what they reel off. That's what they know, big tech. Brilliant. But what I want to know is a bit more than that. I want to go a bit deeper because let me give you an example.

 

Right. Imagine you're an estate agent. If you will, for a moment I'd love actually looking around people's houses. No, just saying that. I just thought what if you have to get to horrible houses? Okay. High-end estate agent. When he gets to go around and look at people's houses, they must see some things.

 

Anyway, I digress. If you're an estate agent and I come to you and I say, I want to work at your perfect customer. Can you tell me what age is your perfect customer? And they're going to go. Well, it depends like if they're retiring and want to downsize there. Yeah. In their sixties, maybe if they are just starting a, they might be renting a property in an ADA team, or they might be buying their first house age 25-30.

 

I'm making this up, but you know what I mean? And it's okay. Fine. Uh, what, what sex are they? Well, Any at all. Okay. What location they granted? We've got the location thing. If they're a local agent, it's the local area that makes sense. Marriage status, or some are married. Some are divorced. Some are getting married, some, a single children, some have children, some don't have children, some have step-children. Children, some never want children. What job have they got? Well, here we go. Like every job you can possibly imagine. So you CA that just doesn't work. So, Hey, how is that? That's a state agent going to connect with the customer. Cause that's what it's all about. Okay. When we're on social media, when we're posting content, when we're doing various things to try and get ourselves in front of our perfect customer, we're trying to connect with them.

 

We're trying to get them to look at something and go, yeah. I hear you that's me or yes. I've experienced that or yes, I agree with that. Or, yes, that makes me angry or yes, that's the same sense of humor I've got. And I think, like I said, sometimes we're looking at like the basic stuff and thinking that's enough and it isn't because I sort of just showed an estate agent.

 

Has so many varying options around these things. So one of the ways in which an estate agent can and every other business, we're not just talking the state agents, you're all that. Or if you're just going to help us with the state agents, that's not us. I know it's not you, but I just wanted to give you an example.

 

So. What I like to do is I like to go a bit deeper. So in the other episodes, you hear me talking about behaviors, motivations, and aspirations. You hear me talking about pain points and then have you meet their needs. So on the behaviors, aspirations and motivations it's things like. So when I take my academy and obviously this is the easiest one, because I have done this on my own.

 

Academy it's things like they have a business they love and they know they can make a difference to serve people. Like that's kind of their motivations. They work hard, but not just in the business. A lot of my members have various other commitments. They have families, they have partners, they have children, they have parents, they have.

 

Other things that are going on in their life businesses. Okay. But could be better. They might lack confidence. Um, they want that business to grow and be successful, but they want to grow at a pace which is realistic and not at the expense of everything else. That's important in their life. So, you know, when I look at the behaviors, aspirations, and motivations of my customers, my customers are not the hustle customers.

 

My customers are not there. Get rich, quick online product, just do it customers. They're not them. And that's great because that's not me either. So like I said, I'm not going to go into too much. I just wants to cover that bit. So then we go on to the pain points and with the pain points, this is where, what is the problem that they have got to your product or service fixes.

 

Okay. So pain points for my members will be things like they've worried that business will fail and they'll have to get a job. They're not making enough money and they want more income and they want the income to be important. You know, some of my members, like I can't wait until I pay the mortgage or I earn more than my partner or, you know, we can retire my partner type thing.

 

Uh, they're not sure they're using social media. Right. They get overwhelmed. They want to be taken seriously because some people, and I know you're going to be nodding at this bit. Thank you. I'm just playing. Imagine me doing like the quote things at my fingers. Um, at it like the, the, the conversations I've had to, some of my members alike.

 

They'll say like one friend turned around and went, oh, oh, you actually get paid for doing that. Oh, I didn't realize like, honestly it's exhausting, isn't it? Um, and they want to become more confident. Okay. So actually that's a perfect one to end on because that's the one I'm going to take and use an example.

 

So I have, my product is a marketing academy. It's a 90 day program. It's the build your list horse. Right? And in fact, I'm going to take the build my list course, because this is a good example. So the build minus course essentially is just about building your email list, which is crazy important. And you should all have one.

 

And if you don't, then please do checkout. When I next to him, I built my list course, but it's about that. It's about them having an email list. It's about giving them a comics of it. I give them all the swipe files. I give them the camper templates. I. You know, do as much as I can for them so that they don't have to do it, but you know, one of the reasons they won't end up building that list is if they're not confident, right.

 

And you could argue that that's not where my focus needs to be. My focus is I teach people marketing. However, because I understand my customer. I can't just go in and go. Here we go. Do step two, step three, step four, step five, step six. You've done all the steps nighttime to, uh, put your lead magnet out there and get me wrong less.

 

Great. Thanks. Bye. Done. It's not going to work because I've got to understand who my customer is and that my customers. Can be a little bit nervous of some stuff and they can be scared of putting themselves out there. They're worried about what people will say and think they've just put together this lovely lead magnet that is advising or, you know, showing people they know what they're talking about.

 

And they're probably having major, major fear that what if someone downloads and what this is rubbish or I don't agree, or who do you think you are? So, so I can't ignore the fact that confidence comes into it the same way as when you create your perfect customer, you can't ignore the other things that come into it.

 

So when it comes to creating any content, it comes to creating lead magnets, writing your copy for your sales page, whatever it might be, you need to understand. Them in entirety, not just the thing that you're fixing. Okay. So let me give you another example. So, oh, hang on. I wrote some pain points for our state agent.

 

I'm just going to go to it two seconds. Okay, so that pain points, right? So, so when you think of pain points, you find things that all of these people have in common. So it doesn't matter whether they are a first time buyer renting a property, selling from one house to another, to get a bigger home. It doesn't matter what level they are.

 

They are likely to share some of these pain points. So I wrote things like they're worried that the property isn't desirable, of course you are, because then it won't sound. So I remember when I put my property on the market, the state agent happened to be a client at the time because they were the clients of the agency that I ran.

 

And when he came in, I was like, right, what do I need to do to make this look as good as possible? So they worry about stuff like that. They don't want to be ripped off by having a bad service. So they're worried that they've seen all these online agents and high street agents, and he didn't know what was better than something really expensive and sensitive, cheap.

 

They're worried their proxy won't sell. Of course, they're all going to worry that property is not going to sell because the whole aim of getting an estate agent is that you have a property that you want to sell. They need to get as much for that property as they can't buy the next property. And again, like, okay, they might not be buying the next property, but everyone is going to want to get the most out of that property as possible, or they want a quick sale.

 

They want to get it done as soon as possible. Maybe they don't understand the process. Maybe this is more applicable to the first time buyers that, that are uncertain the process. And maybe they don't have to show a property. So can you say, Hey, when I look at those things, When I look at pain points, I can create my customer the same way as.

 

Niching. So, um, I'm feeling good all over the place here, but I think this is all helpful. I think that's helpful. You probably turned off 10 minutes come and talk to himself. Okay. So I don't have a niche. I make it very clear that I don't have a niche because I love working with everybody. And you know what I've done.

 

It's like picking your favorite children. Luckily I only have one and stepchildren it's like picking a favorite. Right. So imagine me looking at my members in the academy. And going, oh, so-and-so has got bricks and mortar place. Maybe I shouldn't have bricks and mortar people, or what if I just focus on online businesses that means I'd have to get rid of this lovely person.

 

Who's got a florist or this lovely person who sells this thing. What if I only want to work with women, I'm going to have to get rid of the lovely band and the lovely John and all the other nice guys that are in my academy. So I've done a lot of work on this recently and, and done a lot of research and talk to my members and they had, you know, a bit of help on this.

 

I've had really discovering how I can be so confident in who I'm serving when I'm serving so many different people. Because when I look at people who do what I do, but have a really specific niche. They've, they are really successful and because I've coached lots of them, they, they find it easier to talk directly to their customer.

 

So basically we've decided, and I promise this is helpful. This is not just me, like talking through my own business with you. We've decided. And the academies closed by the way, in case you're listening to this thing and she's doing the Saturday academy, the doors shut last Friday. So we decided to look at.

 

What type of person they are. And actually a member helped me with this. So we looked at what makes the academy different. So we put things like supportive environment when no question is too basic or too complex. And every business owner feels understood. That is a niche. Okay. So it may not be the typical niche of.

 

Oh, you have this type of business ideal with you. That's a niche that there's never a stupid question. And I listen and understand. So I do coaching calls. Okay. And I've realized recently that lots of people who do the same as I do, don't do the coaching call the way I do it. They do it as a live, but the reason I do it as a coaching call is because I need to understand you what you do, how you do it.

 

And inevitably, if you come and ask me a question, I'm going back and asking you three. So. That's a niche. That's somewhere where I can focus things like there's no competitive breaking or growth shaming because my members genuinely want each other to succeed. So again, I don't attract and I am not going for the people who want to be, you know, the six figure people who are the combative bracket and the people who are taking a picture of their yachts in the background.

 

You know, that's not my audience. Um, so again, can you see, um, I'm promised this is all gonna come to fruition and you're going to go, ah, this all makes sense. Can you see why understanding who's in my business and who is my perfect customer and who I want to work with is really helping, because as I write this, I should, as I am reading the site to you and I have it written on this page.

 

If you are one of those people, if you do not like competitive bragging and growth, shaming, IE, like how many people have joined? Oh, that's not enough, you know, and you've got to hit six figures, then you're going to sit there and go yet. I get, yeah. Yeah. Your mind, you know, your mind. Uh, you know what I mean?

 

What did I try and say? What was I going to start laughing out my kind of person. That's what I should say. Not your mind. So. Things like you believe in building a business, you look forward to every day, setting goals that matter to you and helping people you care about. Again, you know, for me, I was so chuffed when this member helped me with this, because like trying to get those words that my potential members could read and go, Hmm.

 

Yeah, that's totally me. I put things like, you know, I'm trying not to read all this, um, deliberately made it a place for people to feel safe, to learn and grow. And that again is really important because I know lots of my members and potential members are nervous than nervous to go into a membership like this.

 

They're nervous about what's going to happen and they're embarrassed or potentially embarrassed that they don't want to ask the stupid questions. So can you see how knowing who my customer is? Even though I haven't got a niche, a traditionally, so I'm living my Mesa. And if you can hear it just to get to the next bit, even I haven't got traditional niche, having a really good insight to who they are, helps me create content for those people.

 

So then we put this for them, who is the academy for our academy members run all kinds of business, bricks and mortar, online, physical, virtual products and services, but they all have four things in common. And again, this is a behavior understanding who my customer is. They want to prove them to themselves, that they can run a really successful business.

 

They want a better lives for themselves and their loved ones. And that better life includes families, hobbies, downtime, fun, not just work and have, I didn't know my customers. I could be. Saying to them, right. You can get in there, you, we can do all the work we're going to show up every day, we're going to did it.

 

They didn't want that. They want the support and the guidance and the celebration and the community and the knowledge. When they need it, they don't necessarily want to come in and work. You know, 8:00 AM to 8:00 PM on their business. They might have to at times, but that's not the aim. Why did you get into business?

 

Why did I get into business? The aim is for them to have a better everything. And often when I look at maybe younger people or younger, you know, memberships or younger people running online staff or people who don't have families or children. That sometimes it's like, I don't know that they understand that some of their members don't want to do all the hustle and then we put, and then they want to feel like the work they do has some meaning and helps people.

 

I have said a million times if I won the lottery, I would still do what I do. I love it. So. Again, just to reiterate and heavy. It got to me, isn't open. I'm not selling it. I'm just talking about understanding your customer. And can you see with those things I've written and I'm hoping as a listener of this podcast, you are nodding along because if you are, I've got it right.

 

Like. I've I've listened. I've learned, I've understood you guys enough to know who I best attract and who wants to come and work with me. So let me give you a different example and let's talk a bit about content. So I'm going to give you two examples. One is going to be a made up baby products and the other is going to be a real company, which you can go and have a look at, which is a perfect example of this actually there's two.

 

Oh, I'm going to give you three examples then lucky you so first example:

 

 

How to create content for your perfect customer

 

 

imagine if you made mattresses for babies. Okay. So your product was to sell mattresses for newborns or tiny babies or whatever, for cots, like. Think for a second, what you would pay on your content for social media, you might be thinking well.

 

So I'm going to feature the mattress. I'm going to talk about the benefits of the mattress. I'm going to answer frequently asked questions about the mattress. I'm going to do testimonials. I'm going to, uh, Take pictures. I might talk about how to clean it maybe. And can you see now you might be there going well, no, I wouldn't do any of that and therefore, awesome.

 

Brilliant. Now there's nothing wrong with any of that. I just said not a single problem whatsoever. However. It's really product focus. It's really focused on the product, the outcome it's not focused on what are their pain points. Okay. So let's take a parent. I've been a parent, I've been a parent. I am parents.

 

Um, I've had a baby as an a, you know, looked after I got I'm really like messing this up today. You know what I meant? Anyway. So as a person, who's had a child and had to go through those baby years. Uh, my pain points. Right. Am I worrying about the features and benefits that, so the features of a mattress, uh, my, my big concerns or my pain points about maybe, you know, a testimonial or a frequently asked question or a you know, isn't that what I'm really interested in seeing probably not now don't get me wrong when I need to go and find that product. I will go and research all that. And I do want to see that. Right. But how would I be attracted to come and find you and follow you and be interested with you? If I'm not exactly at that buying point.

 

So then that's where we need to put our customer in the middle of a piece of paper and start thinking about all the things that are affecting their life, all the things that are worrying them, that they're thinking about. And so, for instance, sorry, new more new blonde parent. That's not right. New parents with the newborn, too many Mia.

 

Is that right? Right. They're worrying about, you know, you shouldn't put a baby on your front, so they say I'm not an expert, but their baby keeps getting on their front or prefers it on their front. One of the thing in Dubai, they might worry about, you know, how can I make the room a good thing? You know, the right temperature.

 

What should the right temperature be? They might be worrying about. Sleep high to get them to sleep or how to manage their own routines so that they can try and get some sleep. They might be worried about some breastfeeding things. They might be worried about baby names. Like if they're expecting a baby, cause that's also your perspective customers, because the chances are they're going to buy that mattress.

 

Before they've had the baby or some are, they might be thinking about baby names. They might be thinking about baby shower ideas. They might be thinking about, let me keep thinking really quickly. My head's not moving fast enough, but you can see what I mean right there. Thoughts what's going on in their life.

 

Is a whole lot of stuff they might be worried about that changes in their body. They might be worried about the labor. They might be thinking developmentally with the baby. It's coming back to me. It's like it rebooted again. It's like, wait, here we go again. So much going on in their world and their life.

 

That, that bit, that, that first lot of content addressed is like one tiny percent of it. So if that mattress company put out content that fixed, solved and detained. Interested the customers with those other things that contacted me so much more nicely rounded, it would be so much more interesting. It would talk directly to the parents.

 

It would talk to them and be like, You know, newborn baby, not sleeping. How do you get them to sleep more than these seconds? Or what could be wrong with this baby that won't stop crying. Like if they did a blog post or a content around something like that, then that's going to bring me back. Do you see, like, and I'm sat here.

 

Like, can you not, or can you make a noise? I can't hear, but can you answer what you're saying? You've got to create content that they are going to be interested in, not just about your thing. So let me give you two examples. The first one is the dollar shave club. Go and have a look at that Instagram. Now I've got their Instagram in front of me, and I'm looking at like just six images that I've got pulled out.

 

So the dollar shave club, basically what they do is skincare products and shaving products for men. So it's very male orientated, but you know what? They know their customer to a T like, I look at this and I'm like, oh, you know, I'm not their customer. I am far from my customer. So for instance, one of their posts is hate to take care of yourself.

 

Skin while shaving. And they've got four tips as to how you can take care of your skin while shaving my granted. Thanks for saving products, but still that's a great tip. Another one, they have got a product and they've made a bit of a joke about it. Let me see if I can read it. It's like when your mum, uh, snuck vegetables into your spaghetti, except the vegetables are skincare and the spaghetti, except the vegetables are skincare and the spaghetti is your grooming routine.

 

So like they're talking about their product, but they're trying to do it in a nice way. Then they do stuff like when your breast friend, oh my God, I got it wrong. I hate reading it out late. It's like I'm at school and I mess up when your friend's breath is so bad, you can smell it over the phone. And there's this picture of this guy on a phone like, oh, that smells disgusting.

 

They've also done things like, Hey, to take a perfect dating app. Profile pic and they've given them four ideas. And then this one, I, well, as I say, I had this new children listening and I'm not going to slab, but this is something an adult might understand. So if they ask you to explain it, just go, uh, it doesn't matter.

 

And so there's this other thing they put up that says this morning, the shower was full of hair. So assumed my roommates shaved in there. But when he came home, he had a beard. Okay. So like they do quirky, funny things. And another one of their posts is like, it's okay to cry. Like my Agra falls. So can you see, they have looked at that customer perfectly.

 

They know who their ideal customer is. He's young is having jokes with his mates is taking bits of the dating profile. He wants to look good. He wants to look after his face. You know, they're trying to do the emotion and they're like, it's okay to cry and you know, can you see what they're doing? They're not just going, oh, this is how you shave your face.

 

Oh, this is the skincare part at this really good after this one. Oh, this is what's in asking peppers. Oh, this is what someone had to say about our skincare products. They're creating content that their customer wants to see. And you might sit there and go, but why, why is that important? Because I want them to know about my products.

 

It's important because. If they're not interested, they won't be engaged. If they're not engaged, the algorithm is gonna kick your butt in to put it in a very simple term. Um, but basically the algorithm will stop showing people your posts because no one is engaging with them. So if you put up something a bit funny, a bit quirky, a bit personal, something that brings an emotion.

 

It's always a really good one emotions. Good people like things is motion. If you think about the last thing you shared on Facebook, I'm not share, I don't share much, but I gonna share anything actually. But, um, you know, when I see what other people have shared, it's things like things that make them laugh, things that make them angry, things that they're passionate about, things that make them upset, things that inspire them, all emotion words.

 

Okay. So yeah, so basically they've done that and they've pulled together content that they're going to like, that's why that's so important. That's why you need to look at your customer in a bigger light, in a much wider circle and go, okay. I know I only deal with this one thing, but if I can get engagement around all of this then bonus also, when you look at the page, it's very male colors.

 

It's very, it's young male. It's not sort of corporate male. It's fun. Very fun. The pitchers are quirky, but it's quite male looking. So then I'm going to link to both of these canes in the show notes, so that, so that you can go and have a look at them. So then the next example I give you, couldn't be more polar opposite and it's something I love.

 

It's a company called Martha, Brooke, who are on Instagram and they do stationary. I've ordered stationary from the many, many times. And basically it's the most feminine looking station me you've ever seen. Okay. So it's like all the pinks. It's really beautiful. Nice fonts. It's just, I think it's lush. It's I am definitely that customer.

 

So I've just got their grid in front of me. And what they've got is now I didn't, I can't read the post cause I literally just screenshot the grid, but. Well, they've got is, they've got a celebration thing. I think there's an event that was being celebrated and they've made it branded look like theirs.

 

It's very pink. It's very light blue. It's white. It's very pretty. They then got a picture of someone having a coffee with one of their notebooks and a pan on a lovely desk. Obviously Instagrammable. Then they've got a post on, this is where they start to get smart. Five ways to look after yourself, like a human haste plant.

 

So. That has technically nothing to do with the fact they sell notebooks, diaries, pens, and amazing stationary, but they know their customers. Also, the picture is perfect. Has got beautiful house plans, really it's to ramble at the moment. Ice looks stunning, like just. Very desirable. They've got another post that they've created of two people hugging and it says finally, the hug we've all been waiting for.

 

And obviously there are talking about COVID, that's talking about the fact that we're coming aids, but we're gonna be able to start hugging people again, again. Their customers would totally be interested in that. And then they've got another image with a product in it, but they've got popcorn, a bed, a movie on a, on a laptop, a scrunchie in it.

 

I think that's a scrunchie, like a hair scrunchy again, totally who their customers are. So can you see how. You know, even though talking about how to look after yourself, like a human haste plans and put pictures of haste plants on celebrating national days and talking about hugging is nothing to do with the product they sale.

 

However, they've put their customer right in the middle and they'd go, what does my customer wants to see what is going to keep them interested and coming back all the time. And that's what they've done. I try really hard to do this. So I share business books that I've read. I share, you know, When I have a glass of faze or a gin, or, you know, I talk about my garden again.

 

I attract people actually I've got a fairly varied age, but I would say people similar in age to me, but young, a bit older, obviously I've got exceptions, but you know, they have houses and they have guns and I'm getting into houseplants and growing herbs and all that stuff. So I know I've been in taste funds for ages.

 

I love Heisman. So I provide content that isn't just a buyout, his hate to do social media, his equity, marketing, his ice cream, a email list, build an online product and launch it. I create stuff that I think my customers will be interested in. That was way long I was expecting. So we hope that's okay. And I hope you've enjoyed it.

 

And I hope that you are starting to see. About what else do your ideal customers want to hear from you? What else are they interested in that world? And go and have a look at that, do go and check out the dollar shave club and Martha, Brooke, as a great example of people who know their customers. And as I said at the beginning, I love hearing from you guys.

 

So I'd love it. If you could. Take a screenshot tag me in Instagram is my favorite. Uh, you will find me over there most often, so have a lovely, lovely week this week. You're listening to it. I'm probably going to be lying down. Yeah. Dark room. I'm joking. I won't be, but I am ready for a week with no me being on screen.

 

I need to check actually, but I've got loads of screen time, but anyway, have a fabulous week and I will see you next week.