THINK ABOUT IT: Identifying the Bull’s-Eye Target Customer of One

The “bull’s-eye" target is the center of the customer segment most inclined to prefer and join our brand.

We dig and scratch from copious data to identify the bull’s-eye profile. Those people whom we seek to win over to our brand.

However, the data lacks the “flesh and blood” perspective needed, leaving us with little understanding of who they are and what makes them tick.

We need to feel and see who these people are.

Data points are merely an abstraction.

While the data may help us address demography, it does little to help us with other essential components of the target customer profile. These are:

• Psychographics
• Life-stage or patient-condition or occasion states (depending upon the sector, category, and market dynamics)
• Current usage and dissatisfactions.

We need to move from an abstraction to making our target concrete.

How do we do it? We identify the Bull’s-Eye Target Customer of One.

We know the bull's-eye target is those who believe what we believe, which is the Brand Idea.

So, we identify someone we know—a real, living, breathing person, not a compilation of statistics—who believes in and is motivated by our Brand Idea. That’s the Bull’s-Eye Target Customer of One!

When we have that individual fixed in our minds, we can efficiently and accurately address the four components of the target profile by describing her/him.

Many legendary copywriters created a narrative and posted photos of their Bull's-Eye Target Customer of One. They pitched to that customer from the depth of their understanding of her or him.

This way, we make our target customer real, not an abstraction. In doing so, we make everything we do in marketing better cater to addressing her/his needs.

THINK ABOUT IT:

• Can you identify someone who prefers your brand because they believe what you believe – your Brand Idea?
• Is your target customer profile drawn from your in-depth knowledge of this person or data?
• Does everyone on the team know and empathize with the customer in your target profile?

?MAKE YOUR MARKETING MATTER MORE:

1. Identify a customer you know who passionately believes your Brand Idea—the “Bull's-Eye” Target Customer of One.
2. Give that customer a name to bring her to life.
3. Based upon your in-depth knowledge of that single person, create the target profile by addressing her demographics, psychographics, condition or life-stage or occasion state (as appropriate), and current usage and dissatisfaction with competitive products.
4. Serve that customer better than your competitors.

If you found this article thought-provoking, please follow me on LinkedIn https://www.dhirubhai.net/in/richarddczerniawski/ , where I share my perspectives from 50 years of successful worldwide “brand” marketing experience across many business sectors.

Please read my most recent book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. Learn more here: https://www.amazon.com/AVOIDING-CRITICAL-MARKETING-ERRORS-Marketing-ebook/dp/B084YXVWFY/ref=sr_1_1?crid=7FFZ5MH72LF1&keywords=Avoiding+Critical+marketing+Errors&qid=1695323920&s=digital-text&sprefix=avoiding+critical+marketing+errors%2Cdigital-text%2C76&sr=1-1

It will share what you can do to avoid critical marketing errors and make your marketing matter more.

Peace and best wishes for making your marketing matter more,

Richard D. Czerniawski