“Do you know of a genie who grants wishes?
I think I made a mistake.
Do you think there is still time to fix it?”
The woman looked at her friend, curious to know the response.
“Gosh hun, that’s a difficult one.
I’m not sure….is this a real question?”
The woman ran her fingers through her hair, before picking up an artline .04 and absentmindedly clicking the lid.
“I suppose so…yes.
I’m confused. And feel like I have made a mistake and I don’t know how to fix it.”
“Oh.” said her friend. “Do you want to share with me what it is?”
The woman looked at her friend.
“I think I have my customers all mixed up” she began.
“I thought I wanted to work with one demographic, but now I have the data, I see the numbers don’t stack up and am unsure what to do.”
“Yeah…ok” replied the friend. “I can see how that could be an issue….”
The two women looked at each other, and then the woman with laptop spoke.
“How’s your website going?” she asked.
“Is the tech all finished?”
The friend nodded.
“Yep, sure is!”
“I have a shopping cart so I can take payments, my legal docs are uploaded and now I am working through the task you gave me yesterday for the content marketing goals.
Do you want a look?”
The friend nodded.
The woman opened her laptop to show her new website.
“Nice!!” said the woman.
“Yeah…thank you…I’m really happy with it…now I just have to get all this content on there….
This was the task I had to complete from yesterday..
Identify core business goals and content which would have the most impact in your business, as well as identifying the main focus for the content plan.”
“How did you go?” asked her friend.
The friend picked up her Changemaker book.
‘Pretty good” she replied….”until:
I got to the part about my ideal customer and realised I had everything topsy turvy…
…which is why I think I made a mistake….
have you ever had that happen before?
You think you are doing one thing, only to realise you are doing something else, and all of a sudden you are off track wondering how it all happened?
The woman nodded.
“Yep….sure have…do you want to tell me about your troubles?”
The friend referenced her book again, and pointed to her work.
“I chose the 3 business goals for content marketing but then realised the goals for content were conflicting with the customer I wanted to work with.
Do you think you could have a look please and let me know what you think?
The woman nodded.
“Of course! Why don’t you start telling me about your 3 content goals and we can talk about your ideal customer once you’re done if you like?”
The woman began reading:
My content goals are:
- To submit work for your marketing project at The Garden
- To build a portfolio of work as social proof which can also be monetized
- To create an online course to help others
The woman nodded her head. “That sounds good hun….what’s the problem then?”
Her friend flicked to her customer’s demographic and pshycographic data.
“Those goals I have” she said..
“they don’t align properly.
In the first one, I am talking about working for you. And you are an owner of a business with a good sized budget….but in the third goal, I am talking about how I want to build a course to help women like me.
And as I began thinking about my content, I realised this is a conflict.
If I create a course for women like me, then chances are they will also have financial restraints, time restraints, and possibly emotional restraints as they balance family and their career too.
And that’s a completely different demographic to working for you and getting paid well to do so.
The question I have for you, is:
…how I am supposed to serve two completely different demographics of people, especially if one demographic of people I want to work with have limited budgets.
Can you please share your thoughts with me?
Do I pick one customer at the expense of the other customer or do I choose both customers?
And if I choose to work for the customer with not much money, then how is it possible for me to stay in business if this demographic are in the start up stage of their business with limited funds?
The woman looked confused, and turned to her friend.
Should I follow my heart and work for love, or should I provide for my family, working for people who can afford to pay more? Click To Tweet
The woman looked at her friend:
“Tell me something…..” she said.
“Have you ever learned journey mapping?”
The friend shook her head.
“No. What is it?”
The woman smiled.
“It’s a way for you to do what you love and help the people you care about at the same time….I’ll teach you about it more in your next lesson.”
The woman smiled.
“That sounds super!! I can’t wait to learn more about that!
“The woman smiled.
Head on over to the shop page and download a 100 square strategy block plus an empathy map~ so two different products….
Once you have those:
simply print one block for the customer who is a business owner with a big budget,
then print another block for the customer who is just starting out with a small budget.
Fill the sheets in today because you will use them in tomorrow’s exercise.
Take a marker and at the top of the empathy map write down what problem your customer is having, and then fill in the squares about how they think, see, act and feel in the world.
I will show you how to use them with your journey map tomorrow.
This exercise can bring some really valuable insights, and I believe once you have done it, you will see that your customers are more similar than you realise.