The Painted Square


Episode 3: Why Knowing Your Customer Is Extremely Important

Customers are in high demand in almost every business. If that weren't true, advertising agencies and big marketing firms wouldn't need to exist. These groups exist to not only speak to your customer, but help define them as well. Which brings us to you.

Do you know exactly who your customer is?


Can you picture them? Can you describe them well? What do they like and not like? How do they act? What kinds of things are they into? Where do they live?

Some of you will have a wide customer base; your product or service can be for almost anyone and everyone. But for even more of you (especially these days), you'll find you have a much clearer defined niche. And believe me, that niche can be a moving target at times.

Knowing your customer is extremely important, and let me explain why.

My restaurant (Donny), Picasso's The Art of Food, has a relatively distinct customer base. We can appeal to many, but we are after the same person that will have no problem paying $3.50 for a small cup of coffee at Starbucks. We use expensive ingredients, and we don't allow what I call "picnic food" on our menu. We have decided we want to be great at the few things we do, than be good at many things.

Those decisions have defined us since day one, and they are always in clear view when making any decisions about the business.

So how does that help you define who your customer is?

Simply put, you need to decide on boundaries, whether clearly defined or fluid, and all based on your customer (which may or may not be in line with your personal taste!)

Who are you? What specific characteristics define your product or service? What are you all about? What are you NOT all about?

Picasso's has a great customer base and it continues to grow because we know exactly who our customer is and what they need. And we deliver excellent products and services that delight them.

If your product doesn't have a customer or you are losing customers, it's time to do some analysis and determine why.

You could survey what you believe to be your base and find out why they aren't your customer and perhaps retool. Price accordingly, change your product or service to meet their "actual" needs. In some cases, you may just be shooting at the wrong crowd.

Whatever the case, this process is extremely important and definitely ongoing. Let us know if you would like to discuss this at length, we'd love to help you talk this out. Just shoot us a message!

SHOW NOTES: episode three sos003

  • Who your audience is.

  • Overthink who your customer is

  • Not everyone is your customer

  • Wasted time educating your non-customer

  • Your product will speak and appeal to “your customer”

  • Know who you are

  • Stay true to who you are

  • Don’t confuse your customer/don’t try to please everyone

  • Answer the questions that define your niche

  • High cost, low cost, service, value, etc.

  • Set expectations, and meet them

Questions to ask yourself:

  • Where are you going to offer your product/service

  • How do I reach them, and attract them to me

  • Do I know and can I define my demographic

  • Can you picture your customer

  • Is there an evolution to defining your business and your customer

  • Am I using these to define my customer

  • What is my product, location, type of service etc.

  • Will the audience help define you