Brainstorming the Castle | Long Island Marketing, Copywriting, and Branding
A New Brand Adventure

Small business marketing tips

Another bright idea... from Kim Healy. Kim is a marketing consultant who helps small businesses with the big picture. Kim has a background in family business and has also worked extensively in the B-to-B marketing space on both the local and national levels.

What Knowing Your Person Can Tell You

At a recent meeting of fellow entrepreneurs, the question came up — do you really need to have a person? My answer was a definitive yes. Knowing your person saves time and makes it easier to create content. The way in which you flesh them out and how in-depth you go in the process is up to you, but here are five things that knowing your person can tell you.

1. Where They’re At

Knowing who your person can tell you where they spend their time, online and off, so that you can show up in those places. Who wants to show up somewhere that their ideal client never even goes? Knowing your person can prevent you from wasting great marketing — and your budget — on an uninterested or undesirable audience.

2. How to Speak Their Language

In order for your message to resonate with your audience, you need to speak their language.  Think in Are they extremely knowledgeable about your industry? Or will buzzwords confuse them or turn them off? Think in terms of demographics – how old are they? Where do they live? What is their level of education? When you’ve identified an ideal client, make note of the words they use in general conversation and when they talk about your business. Are there certain questions that come up over and over again? Integrate the answers into your messaging. It will seem like you’re reading their minds!

3. Where It Hurts

Knowing your person tells you what their pain points are and, in turn, you can share with your person how your brand can lessen or even solve them. Your person doesn’t have enough hours in the day? Let them know how you can save them time or take something off their plate. Your person has an allergy that makes it difficult to shop at traditional stores? Tell them about your product that is perfect for people with their specific ailment.

4. Their [Top &] Bottom Dollar

How much your person is willing or able to pay for your services — and how often they can do so — is determined by a variety of factors like their income, where they live, and what their expenses are. Is your business a necessity or an indulgence for your ideal client? You don’t want to tell them that they need to buy your product every week if it’s something they can only afford to treat themselves to once a month. You want your person to be excited when they can afford to purchase from you, not feel badly that they can’t afford to purchase from you more often.  

5. Tech Support

Tells you how they use technology and how tech-savvy they are. Will they be willing to have meetings over video chat? Or will it need to be over the phone? Can you send files via a file sharing service? Or will they need everything emailed as attachments or handed over on a flash drive? Coming to your clients where they are most comfortable will make like easier on both of you.

Interested in figuring out who your person is? I’ve got a workbook for that! Email me to set up a consultation and I’ll send you the workbook for free.



Knowing who your person is can be super helpful!