Chapter Six

Who do you want to attract?

Who do you want to serve?

When someone asks you who do you serve? What is your typical response? Everyone?

That word is a fatal flaw of many automotive brands. Everyone is too broad, and it’s lazy marketing.

When you say everyone, that means you are open to help that guy who decided he would put his brakes on his car but realized he screwed up. It means you are available to install that eBay turbo kit for that 16-year-old with a beat-up import. It also means that you are willing to negotiate your pricing to that woman who brought in a coupon from a competitor.

Do you really serve everyone? I thought not.

Great branding involves the process of writing out who you want to serve, who you want to attract and who you want to buy from you in great detail. By understanding who you want to help, you are better positioned to search them out and connect with them in meaningful ways.

How to create a customer profile

Everyone has a dream customer. That one person who has been buying from you for so long that you say to yourself, “I wish we had more people like them.” This is the best place to start when creating a customer profile.

Be inquisitive and curious. All of this data will help you pinpoint where your target audience is and connect with them in meaningful ways.

Questions to ask yourself when creating your profile.

  • What’s their name, age, gender, marital status and family orientation?
  • Where are they located?
  • What is their occupation, hobbies, interests, annual income and educational level?
  • Do you know their wants, needs, goals and values?
  • What are their reasons for purchasing?
  • What are their objections to the purchase process?
  • Where do they hang out? Do they belong to any clubs, networks or organizations?
  • What kind of car do they drive? What is it used for?
  • How many do they own?
  • What is their knowledge level when it comes to automotive?
  • What social media channels do they frequent?

Be inquisitive and curious. All of this data will help you pinpoint where your target audience is and connect with them in meaningful ways.

Don’t get too carried away with creating customer profiles. Keep your list to two profiles at the most. Focus on the best customers. If you have a male and female equivalent, then write them out. Anything more than two profiles will confuse you and your messaging.

Don’t forget to create employee profiles.

This same exercise is powerful in finding the right employees. If you have specific positions to fill, using this exercise to create your ideal candidate. It will help you in attracting the right talent and hiring the right person for the job.

Chapter Seven

What is your brand persona?
Read Chapter Seven