Who is your ideal customer? Do you really know?
The product you sell, the services you offer & your location have everything to do with the demographic of your ideal customer.
I’ve met hundreds of local business owners in my years of selling media. When asked to describe their ideal customers or clients, they usually explained who they wished their customers were and not who their customers actually were. They may have seen a couple of BMWs or Mercedes pull into their parking lot, and since they wanted their customers to be upscale, they concluded that they were their ideal customers. For the most part, the product you sell, the services you offer, and your location will all affect the demographic of your ideal customer. Once you get past the differences between who you want your customer to be and who your customer is, commit and be consistent! As with any marketing endeavor, be consistent, steady, and committed. If things are going well, I don’t think a different demographic will suddenly be interested. When things are not as busy as you would like, don’t panic. You may want to reevaluate your message, but don’t panic.
Mike Frey is the Chief Visionary Officer and co-founder of Paradux Media Group. With more than 30 years in marketing, advertising, and media, Mike brings a practical perspective shaped by working with hundreds of locally owned businesses. He specializes in media strategy, buying, and storytelling that makes marketing dollars work harder. Mike learned advertising by selling it for a living, and that experience still shapes his approach: understand the business, spend where it matters, and never recommend more than a client actually needs.
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