How
to woo
your ideal
customer
7 steps to finding your super fans
Welcome to how
to find and keep
your ideal customer
mini workshop
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Intro
5
Step 1 – Who are you?
10
Step 2 – It’s all in the details
16
Step 3 – Before and after
23
Step 4 – Her story
30
Step 5 – Get out there
33
Step 6 – A living document
40
Step 7 – What’s next?
44
References
51
Thank you
52
It’s truly frustrating
when your brand
doesn’t attract the
right customers!
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You believe in your product or service.
You know it can improve people’s lives.
Why aren’t they interested? What can
you do to change that?
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That’s what this guide is all about.
To build a better brand, you need to adopt
a growth mindset. And get to know your
ideal customer better.
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The passion for stretching yourself and
sticking to it, even (or especially) when
it’s not going well, is the hallmark of the
growth mindset.
—Carol S. Dweck
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7 steps to
understanding
your ideal
customer
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1
ST EP
Who are you?
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Getting to know yourself better will make
it easier to know your ideal customer
better. What is your passion? What is
the real work you do? What do you give
your customers beyond the products or
services you sell?
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People don’t buy what you do, they buy
why you do it and how it makes them feel.
—Simon Sinek / Start with why
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—Bernadette Jiwa / The fortune cookie principal
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Make a list of all the products or services you sell.
Then choose your main product or service.
Make a list of all the features and benefits of your chosen
product or service.
Features
Features are the facts about your
product or service.
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Benefits
Benefits are the ways your
product or service will improve
your customer’s life.
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Who will benefit most from your product
or service?
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Make a list of potential customers.
Choose the customer that will benefit the most, the one you would love to serve.
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2
ST EP
It’s all in the details
Imagine that your ideal customer is sitting
across from you right now.
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What does she look like? What does
she do? Where did she come from?
Where is she going? What does she
want? What does she need? What’s
her name? What books does she rea
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When you can see her* clearly,
try answering as many of these
questions as you can:
*Her or him, depending on the profile of your ideal customer.
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What’s your ideal customer’s name?
How old is she?
Is she married?
Does she have kids? How many and how old?
Where does she live?
What does she do for a living?
What’s her annual income?
Where did she go to school?
What’s her education level?
What are her hobbies?
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What’s her passion?
What books is she reading?
Where does she hang out online and offline?
Where does she buy online?
What are her favorite brands?
Is she happy where she is?
What does she want to change about her life and work?
What keeps her up at night?
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Add your own questions and answers
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3
ST EP
Before and after
Now that you have a better understanding
of who your ideal customer is, let’s think
about how your product or service can
help her get to where she really wants
to be.
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There is no better way to tell your story
than to show people who they will
become in the presence of your product.
What was your customer’s life like before
she used your product or service? What’s
her new reality? That’s your story.
—Bernadette Jiwa
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Think about what you’re selling as more
than just features and benefits, think
about it as a vehicle of transformation.
The reason you fell in love with what
you do in the first place.
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Move your customer from the before state to the after state
Via Ryan Deiss & Donald Miller
Before your brand
01
WHERE
IS SHE?
02
HOW DOES
SHE FEEL?
03
WHAT IS
HER DAY
LIKE?
04
WHAT
IS HER
STATUS?
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After your brand
What problems does she have
before interacting with your
product or service? How have
these problems been solved
after using your product or
service?
What is her emotional state
before and after she buys
from you?
What does her day look like
before she buys your product or
service? How is her day different
after buying it?
Fill out the table on the next
page. Pick the main events and
write them here.
Can your product or service
transform her and change how
she is viewed by others?
Maslow’s Hierarchy of Needs
(on page 29) will help you
determine your customer’s
status.
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A day in the life of your customer
Before your brand
After your brand
06:00 AM
07:00 AM
08:00 AM
09:00 AM
10:00 AM
11:00 AM
12:00 PM
01:00 PM
02:00 PM
03:00 PM
04:00 PM
05:00 PM
06:00 PM
07:00 PM
08:00 PM
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Maslow’s Hierarchy of Needs
GROWTH NEEDS
SELFACTUALIZATION
NEEDS
Motivations
increase as
needs are met
DEFICIENCY NEEDS
Maslow’s original five-tier model has been expanded to include
cognitive, aesthetic and transcendence needs in the top tier.
Motivations
decrease as
needs are met
Potential
ESTEEM NEEDS
Success / Respect
LOVE AND BELONGINGNESS NEEDS
Friendship / Love / Family
SAFETY NEEDS
Health / Security / Stability
BIOLOGICAL AND PHYSIOLOGICAL NEEDS
Food / Drink/ Shelter / Sex
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4
ST EP
Her story
After answering all of these questions
and embedding your ideal customer in
your mind and heart, write her story.
As if she’s the hero in your favorite movie.
Get creative.
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Write your customer’s story
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5
ST EP
Get out there
You can always go back and ask her the
Once you’ve identified the characteristics
questions from the other steps (like a
of your ideal customer, it’s time to find her
day in her life) to make sure you have an
in the real world.
accurate information.
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Get out there and talk to her. Listen to
what she has to say, answer her questions,
help and support her. Have a genuine and
authentic conversation with her.
You’re trying to figure out how you can
make her life better.
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Questions to ask her:
What’s the hardest part of your day?
What tasks take up the most time in your day?
What problems are you facing?
What is your biggest challenge?
How much of a problem is this for you?
How do you deal with it now?
How have you tried to solve this problem in the past?
Why didn’t the solution work?
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What is the ideal solution?
How would the solution fix the problem?
Is this problem important for you to solve? Why?
What product or service do you wish you had that doesn’t exist yet?
What are your most important professional responsibilities?
What are your professional goals?
What are your most important personal responsibilities?
What are your personal goals?
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End up with:
What did I fail to ask?
Who else should I talk to?
You can always go back and ask her the
questions from the previous steps (like a
day in her life) to make sure you have the
most complete sense possible of who she
is and who she aspires to be.
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Don’t forget to thank her sincerely
for sharing her time and personal
information with you.
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6
ST EP
A living document
Getting to know your customer is not
a once-and-done exercise, but an
ongoing process filled with discoveries
and rewards.
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With that in mind, create a living
document from all the information
you’ve gathered – and make sure to edit
and update it as you learn more about
your customer.
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Add new insights and information
after each of your interactions with
your customer. This will be one of your
company’s most valuable assets – and
the basis of building a brand that will
soar and thrive.
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7
ST EP
What’s next?
How can you make your customer feel
extraordinary when she deals with your
brand? What unique experiences can you
give her that will improve her life? Your
customer is the most important asset you
have – spoil her rotten.
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Questions to ask yourself:
How can I exceed my customers’ expectations?
What can I do to improve my customers’ experiences?
How can I build trust with my customers?
How can I improve my product or service for my customers?
How do I show my customers I care for them?
How do I show my customers I appreciate them?
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Dig deep–get deliberate, inspired,
and going.
– Brené Brown
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That’s it! Now it’s up to you to do the work.
Have a clear vision of what you make, who you
serve and how you can make her life better.
Your customer is the hero of your brand and
you can make her dreams come true.
Go make a difference in someone’s life – it’s
the best feeling ever.
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There is more to building a brand than
getting to know your ideal customer. If
you did this mini workshop and want to
know more, we offer a private workshop
to help you get wherever you want to go.
Schedule a workshop
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Feel free to share this link to the mini
workshop with anyone who struggles
with finding their ideal customers.
Share your experience with me.
How can I make this mini
workshop more useful to you?
Click to answer a few questions
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References
Main sources for this mini workshop
Listening, reading and learning from these mentors inspired me to write and share this mini workshop
with you. I’m not sure where their words end and mine start, but I hope I represented them well.
Chris Do
Bernadette Jiwa
Donald Miller
Mindset
Before and after
Her story
https://www.ted.com/speakers/carol_dweck
Donald Miller & Ryan Deiss
http://buildingastorybrand.com/episode-17/
Bernadette Jiwa
https://thestoryoftelling.com
It’s all in the details
Status
https://www.askmen.com/dating/
curtsmith_300/389_why-status-matters.html
Get out there
Chris Do
https://thefutur.com
The Maslow’s Hierarchy of Needs
https://www.simplypsychology.org/maslow.html
Sources in order
https://www.businessmagazinegainesville.com/
innovative-thinking-fixed-vs-growth-mindsets/
https://www.cleverism.com/customerdevelopment-questions-ask-potentialcustomers/
Bernadette Jiwa
https://thestoryoftelling.com
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Thank you for
downloading this mini
workshop. Now go make
a difference in your
customers’ lives!
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