I was talking about this in my group the other day. It seemed to surprise people, so I wanted to dig into it a little deeper.
There are two ways to go about selecting a target customer:
(1) Make a bunch of items, see what sells, stalk the people who buy from you, and guess what they all have in common.
Meanwhile, post anything and everything you can think of to social media (including lots of posts that have nothing to do with your business) hoping someone will like it, picking any keyword you can think of, and writing descriptions that describe what the item is without any mention of the benefits it offers to someone who might buy it.
Each new product you release restarts the process.
(2) Pick a person you want to sell to and figure out what they like.
Learn as much as you can about what they really love and what they find frustrating about products that are already available. Then make something for them with the skills and tools you have (or you are willing to get).If they don’t love what you make, revise the design and try again.
Since you know a lot about the person, you can write all your social media posts directly for them, you know what words they use to describe things so you know what keywords to use, and you know what they care about so you can write item descriptions that appeal to them.
Based on what you learn from their feedback, you can make more products that appeal to them so they come back.
As you can imagine, one of these two ways is far more effective if you’re trying to increase your business’ performance. (it’s the second one, in case you weren’t sure!)
I sometimes use the analogy of an archer. The first method is basically a blindfolded archer shooting arrows and hoping to hit a target. The second method is like an Olympic archer, aiming at a specific target and focusing their entire being on reaching that one specific target.
You might need to change how you go about making new products. Instead of making things that you like or that are popular in general, try to make things for a specific person so they will like and buy it.
And, let me emphasize, you pick who that person is. It could be a cousin, a sibling, or a co-worker. Pick something about them that is interesting, but can also be slightly stereotyped or even exaggerated so you can apply it to a broader market.
It will be a lot of work, but it’s also highly worth it. Every round of trial-and-error is focused on a specific person and how to turn them into a repeat customer.
As time goes on, you will get to know them better, they will feel a stronger connection to you, and both come back to buy from you and tell their friends how great your business is.
This can be the way you go about making new products from now on.
If you found this helpful, join the discussion in the WaltzWorks group today!