Academy / Find your customer and your message
Lesson 1 of 5 · 5 min
Who you sell to
Ask a studio owner who their customer is and you often hear "anyone who wants to feel better". True, and no help when you write a post. Write to one person.
Pick one real person
Think of your best customers from the last year, the ones who came back and told friends. Pick one. A real name beats a made-up profile, because you know how they talk.
- A coffee shop: "Dev, 29, works downtown. He stops by at 8:15 and hates waiting."
- A yoga studio: "Maya, 38, a nurse on shifts. She comes to the 7 pm class because it is the only hour that is hers."
- A florist: "Laura, 45, buys flowers for her sisters and wants them wrapped and sent."
You still serve everyone. The person you pick is who you write to.
Five things to know about them
One line each. Guess where you must, then check with a real customer.
- Their situation. Job, age range, a normal week.
- The problem that made them look for you, in their words.
- What they tried before.
- What they want instead.
- What almost stopped them. Price, time, fear of looking silly.
Lessons 3 and 4 use lines 4 and 5. With two kinds of customer, write for the one who brings more money or joy first.
Do it
- Pick one best customer and give them a first name.
- Write the five lines, then shrink them to two sentences. If a friend says "oh, like Maya", you have it.
- Press the button below, paste the sentences under Audience and save.
Quick check · 3 questions
Check what stuck
Which description of a customer helps you write a post?
Show the answer
Maya, 38, a nurse on shifts, who comes to the 7 pm class because it is the only hour that is hers. Write to one person you can picture. The others like them will recognize themselves.
Where do the words for the customer's problem come from?
Show the answer
From the customer, the way they say it. "My back hurts after a day at the desk" reaches the person. "Postural imbalance" reaches other experts.
You have two different kinds of customer. What do you do?
Show the answer
Write for one first and give the other their own posts later. Mixing both in one post is how posts end up talking to nobody.
In this course
- 1Who you sell toWhy "everyone" is the hardest customer to write for, how to pick one real person, and the five things to know about them. · 5 min
- 2What they want, in their wordsWhere to find the words your customers use, the difference between what you sell and what they buy, and a list of phrases to reuse. · 5 min
- 3Your message in one sentenceA simple pattern for the sentence that says who you help, with what and why you, five worked examples, and a test to know it works. · 5 min
- 4Proof and the doubts people haveThe kinds of proof a small business already has, the five doubts that stop people from booking, and a post that answers one of them. · 6 min
- 5A voice that sounds like youDescribe how you sound in a few words and a few rules, then put the whole course into the brand voice in Postfjord so every draft starts from it. · 6 min