Key to Unlock Your Business Growth

Know Who Your Ideal Customer Is...Create a Marketing Message with "That Person" in Mind

If you're creating marketing messages for "everyone" or "all women" then you're message is probably so generic that no one is listening.

Where's Waldo?

Remember the "Where's Waldo" series of books that you read as a child? The "Where's Waldo" books, also known as "Where's Wally" in some parts of the world, are a series of picture books created by the British illustrator Martin Handford.

Each book features intricate, colorful illustrations filled with people, objects, and landscapes. The main objective of the book is to find the character Waldo, who is always hiding in plain sight among the chaotic scenes. Waldo is easily recognizable with his red and white striped shirt, hat, and glasses.

Getting your marketing message to your ideal customer is a lot like trying to find Waldo, who is hiding in plain sight in life's very complicated and noisy world. The key to finding Waldo is having a very clear picture in your mind of what Waldo looks like. In the case of these entertaining books - Waldo is easily recognizable with his red and white striped shirt, hat, and glasses.

Create an easily recognizable image of your ideal client

Let me invite you to create an easily recognizable image of your ideal client. The beautiful thing about creating a specific and descriptive customer persona for your medispa or advanced aesthetics business is that your marketing message should inspire your ideal client to self-identify. These are the people who hear your message and engage with you on social media. These are the people who realize the marketing message is talking to them when they find your business website on the first page of Google - and they book an appointment or purchase products from your e-commerce store

You should have a specific "persona" in mind when you create your marketing message.

Customer Persona for Advanced Aesthetics or Med Spas

Below is an example customer persona for advanced aesthetics or Medispa - Visualize THIS person every time you create a marketing message. Feel free to modify this example for your medispa or beauty business.

Give your customer persona a name: Sarah ?? .

Demographics:

• Female - Age: 35-55
• Income: $75,000-$150,000
• Lives in a suburban or urban area
• Active social life

Pain Points:

• Concerned about the signs of aging, such as fine lines, wrinkles, and age spots
• Wants to improve the texture and tone of her skin
• Worried about looking tired or worn out
• Wants to feel confident and attractive.

Desires:

• Wants to maintain a youthful appearance
• Wants to improve her skin's overall health and appearance
• Values self-care and wellness
• Interested in trying new and innovative beauty treatments

Buying Behavior:

• Researches products and services before making a purchase
• Prefers high-quality, effective treatments over cheaper options
• Values expert advice and recommendations from trusted sources
• Open to trying new treatments and technologies

Describe Your Customer Persona:

Sarah is a busy professional with a successful career and active social life. She values self-care and wellness and wants to maintain a youthful appearance. She is concerned about the signs of aging and wants to improve the texture, tone, and overall health of her skin. She is willing to invest in high-quality, effective treatments and values expert advice and recommendations from trusted sources. She is open to trying new and innovative treatments and technologies to achieve her beauty goals.

All Marketing Messages on All Platforms are Directed to "Sarah"

Picture "Sarah" in your mind when you create your website, and post on social media. All of your marketing messages should be directed to "Sarah." Don't be overly concerned about excluding people in the "everyone" category. If your followers identify with the marketing message you've created directed at "Sarah," they will self-identify and do business with you.

It's Okay to Have More Than One Customer Persona

Staying with this example of identifying the ideal customer or "customer persona" for an advanced aesthetics salon or med spa - you may also identify that you also work with teens who struggle with bad acne. The marketing strategy and messaging would be very different from the strategy & message used to capture the attention, interest, desire, and conversion (sale of product & services) to your customer avatar, "Sarah."

Example Second Customer Avatar

Give your customer persona a name: Misty

Age: 16

Occupation: High School Student

Background: Misty has been struggling with severe acne for several years. She has tried various over-the-counter remedies, but nothing seems to work. Her acne has caused her significant emotional distress and has affected her self-esteem.

Goals and Motivations:

• Misty's main goal is to find a solution for her severe acne and improve her skin's appearance.
• She is motivated to improve her confidence and self-esteem by having clear, healthy-looking skin.
• Misty is also interested in learning about skincare and how to maintain healthy skin.

Challenges:

• Misty's severe acne makes it difficult for her to feel comfortable in social situations, leading to isolation.
• She may feel embarrassed or ashamed about her skin, making it challenging to seek treatment.
• Misty may be limited by financial resources or lack of access to advanced skincare treatments.

Values and Fears:

• Misty values self-improvement, confidence, and feeling comfortable in her own skin.
• She fears being judged or ridiculed for her skin condition and worries about the long-term effects of acne on her skin.

Preferred Channels:

• Misty is likely to be active on social media, especially Instagram and TikTok.
• She may also search for information online and read reviews from other acne sufferers.
• Misty may be interested in attending skincare events or workshops to learn more about skincare.

With this persona in mind, for your MedSpa business, you would convert more clients by tailoring your marketing and services to address Misty's specific needs, concerns, and preferences, creating a more personalized and effective customer experience. The customer persona, "Misty," might be the teenage daughter of "Sarah" (your original customer persona) - this relationship might influence your marketing message.

"I want that!"

If you've clearly identified your ideal client/customer, know how to articulate their pain or frustration, and communicate how your product or services will provide them with a solution or relief - they will respond with "I want that!" These are the people in your followers that can be converted over time with your relevant marketing message.

Have Questions?

I offer a no-cost consultation to help you get more business. Connect with me here if you would like to create a more focused and powerful marketing message to create next-level growth for your business.