Chapter 2: Finding Your Customer

A. Warming Up

Introduction

Instruction:

Think, Speak Up, and Do It (ThiSuDo)

Think about something you would like to promote?
Describe the thing in your mind!
Identify customers who are likely to be your target and need your product!

B. Reading Text

Reading Comprehension

Instruction: Read the following text silently and loudly!

Not everyone needs your product or service, and not everyone will be interested in what you are selling. So, of course, directing your marketing efforts toward these people will be a waste of time. You will see no attention and zero traction from trying to get the attention of an audience who will never care. However, for the people who do need your product, who will have an interest, and these audiences are your sweet target customer.

Addressing these people can succeed in your marketing, promotion, and advertisement. They will also be a boost for your brand. But, what should your ideal customer look like?

The Basic Qualities of Your Ideal Customer

Your target audience will be unique depending on what you are selling and your brand identity. But, there are basic qualities that every ideal audience will have relative to your business and ads. The following are:

1. They have a problem you can solve

The right customer will have the problem you aim to solve with your business. They will look for solutions and be responsive before you ever reach them with your message.

2. They have the means to buy and use your product

Your best customer will have both the means to buy your product or service and the means to use it. Use, in particular, is essential. This ties into the next ideal quality.

3. They are engaged with your product

A customer who is not engaged with your product will not become a repeat customer. Instead, they will lose interest and look elsewhere.

4. Your ideal client shares your brand’s values

Every brand has a story and an identity. Your ideal audience will share the values you promote and support. They will think, “Yes, this is for me!”. Then, they will also communicate to others about the value.

5 Steps To Find Your Ideal Customer

Now that you know what your ideal client looks like, you can figure out how to find them. To do this, you need to ask intelligent questions that will help you narrow down your focus. Of course, it will help you identify the key audience you should be targeting with your marketing.

1. What are your target audience demographics?

Think about who needs your product or service. “What is their age?; What is their gender?; Where do they live?; What do they do for a living?; What is their income?; Did they go to college, or are they high school graduates?; Are they married? Single? Kids?.”

Asking and answering these questions let you define precisely who you will talk to in your marketing and ads. Then, you can tailor your messages to speak directly to the person who will sit up and listen. You may end up with a picture of your ideal client that’s incredibly specific, but this is good. This way clarifies what your strategy needs to be, which will lead to more success.

2. Where do these people get their information?

Once you know who you’re talking to, determine where they hang out online and where they get their information. “Are they Facebookers? Do they prefer news websites? Do they read blogs in a specific genre, like tech, lifestyle, design, or business? Knowing this information will help you understand where you should publish and promote content to reach your audience.

3. What is their budget?

Your ideal customer has a specific financial situation. Use what you have already determined about them to figure out their budget for buying your product. This is vital because you will turn your customer away if you are priced too high. But conversely, when you price your product or service too low, you risk getting undervalued, which can hurt your bottom line.

4. What has to happen in their lives to buy your product?

Figuring out exactly what spurs your customer to purchase is a piece of golden information. This tells you when to swoop in and help them along the buying journey. When you understand the impetus behind looking for a solution like yours, you can target customers precisely. This is powerful knowledge.

5. Which benefits do they need most from what you offer?

Your product or service has plenty of benefits for your customers, but only a few are going to be of utmost importance. These will improve their lives or fulfill a pressing need. Figuring out the top benefits for your ideal customer helps you tailor your messaging and be as persuasive as possible.

C. Questions

Conversation Practice

Instruction: Answer the following questions based on the text and practice with your friend!

What do you know about advertising?
Why is an advertisement different from other types of marketing?
Explain the forms of marketing!
Explain the purpose of marketing!
Mention some media to promote advertising!
What is the difference between commercial and noncommercial advertisement?
Do you have any solution when a smaller company can not pay the advertisement cost?

D. Vocabulary

Pronunciation Practice

Instruction 1: Pronounce the following words and understand the meaning!

No	List of Words	Pronunciation	Translation
1	Selling	Selling	Menjual
2	Audience	ˈôdēəns	Penikmat
3	Customer	ˈkəstəmər	Pelanggan
4	Promotion	prəˈmōSH(ə)n	Promosi
5	Unique	yo͞oˈnēk	Unik
6	Business	ˈbiznəs	Bisnis
7	Ideal	īˈdē(ə)l	Ideal
8	Values	ˈvalyo͞o	Nilai/ harga
9	Client	ˈklīənt	Klien/ pelanggan
10	Targeting	ˈtärɡət	Target
11	Demographic	ˌdeməˈɡrafik	Demografis
12	Incredibly	inˈkredəblē	Luar biasa
13	Strategy	inˈkredəblē	Strategi
14	Lifestyle	ˈlīfˌstīl	Gaya hidup
15	Design	ˈlīfˌstīl	Desain
16	Publish	ˈpəbliSH	Menerbitkan
17	Budget	ˈbəjət	Anggaran
18	Price	prīs	Harga
19	Risk	risk	Risiko
20	Purchase	ˈpərCHəs	Pembelian

Instruction 2:

Match the following words with the real meaning!

Customer	Promotion	Value	Client	Targeting
Design	Publish	Budget	Price	Purchase

No	Meaning	Words
1	A person or group that uses the professional advice or services of an advertising agency, etc.
2	To issue (printed or otherwise reproduced textual or graphic material, computer software, etc.) for sale or distribution to the public.
3	To prepare the preliminary sketch or the plans for (a work to be executed), especially to plan the form and structure of marketing
4	Something devised to publicize or advertise a product, cause, institution, etc., as a brochure, free sample, poster, television or radio commercial, or personal appearance.
5	An itemized allotment of funds, time, etc., for a given period.
6	The sum or amount of money or its equivalent for which anything is bought, sold or offered for sale.
7	Relative worth, merit, or importance:
8	To acquire by the payment of money or its equivalent; buy.
9	A person who purchases goods or services from another; buyer; patron.
10	An object to be aimed at in advertising or selling.