Everyone in marketing loves talking about ideal customer personas. Create a detailed profile, they say. Laser-focus on that one perfect customer.
But here’s the problem: that advice might be costing you sales.
The Ideal Customer Trap
When businesses get too focused on their perfect customer persona, something dangerous happens. They start filtering out everyone who doesn’t fit the mold.
They craft messaging for one specific type of buyer and accidentally ignore other people who want to buy from them. They miss profitable customer segments that purchase for completely different reasons but are just as valuable.
The result? Lost revenue from customers you didn’t even know you had.
Your Best Customers Aren’t All the Same
Here’s what happens when you look beyond the “ideal customer” obsession: you discover that your favorite customers often have very little in common.
Maybe you thought you were selling to busy executives, but stay-at-home parents love your product too – for entirely different reasons. Or you assumed your audience was young professionals, but retirees are some of your most loyal buyers.
These customers don’t fit your persona, but they’re spending money. And if you’d been too focused on your “ideal” customer, you might never have noticed them.
A Better Question
Instead of asking “Who’s my ideal customer?” try asking “What do my best customers actually have in common?”
Look at the people already buying from you – not the theoretical perfect customer. You’ll likely find multiple types of buyers who love what you do for completely different reasons.
The Unexpected Customer
Some of the best business growth comes from unexpected places. Customers you never thought to target. Industries you didn’t think would care.
But you’ll only spot these opportunities if you’re paying attention to who’s actually showing up, rather than who you think should be showing up.
Take a look at your customer list. Who’s buying from you that doesn’t fit your ideal customer profile? And what opportunities are you missing by ignoring them?
The customers are already there. The question is: are you noticing them?
