Do You Really Know Who Your Customers Are?

I have a question for you - Do you really know who your bridal customers are? I mean REALLY know?

There are brides out there looking for you, couples who need your services, they just don't know it yet. To help them find you, you need to market directly to them. In other words, you need to TARGET market.

Target marketing is more than just know that you're looking for brides. That's too generic and could mean just about anything. There are tens of thousands of brides out there, but not all of them are potential customers for you and your services. No one can be all things to everybody. So why would you market yourself as if you were the solution to every bride's problem?

That's why it's critical to really know who your target market is. Because in order for your marketing to resonate, you absolutely must understand who you are writing it for. Your bride knows what she wants and what she's searching for. You need to know that too in order to ensure that you are communicating to her in a way she can relate to. Otherwise, she'll never buy from you!

It's easier than you think to identify your target market. To really understand your bride, you first need to identify her demographics. In other words, take note of the basic information such as:

• Age;


• Education; high school, college, post grad, doctorate;


• Income: low, medium, high;


• Ethnic and/or religious background;


• Housing - own or rent; and


• Do they have children.

Once you know the basics, you need to also understand their "psychographics" or the things that really make them tick. Consider things like:

• Lifestyle: Are your brides conservative, exciting, trendy, or economical?


• Opinion: Are they easily swayed or are they opinionated?


• Activities and interests: What do they like to do in their spare time? Do they like sports, fitness, shopping, eating out, travel, books?


• Attitudes and beliefs: Are they environmentalist? Are they religious or spiritual? What are their attitudes towards spending money?

Take the time to record all of the details for each of your past clients. You probably already have most of the information in your files. And if this information isn't something that you normally record, just write down everything you remember. Trust me, it won't take long for you to see patterns to emerge and the picture of your bride to become crystal clear.