If you’ve ever said, “Everyone is my customer,” you’re not alone. It’s a common belief among small business owners—but it’s also one of the biggest reasons your marketing isn’t working. The truth is, when you try to talk to everyone, no one hears you.
In this post (based on Episode 1 of our No More Wasted Ad Money series), you’ll learn how to identify your ideal customer so your ads and marketing finally start working.
Step 1: Name Them, Describe Them, Picture Them
Think about your favorite customers—the ones who are easy to work with, happy to pay, and quick to recommend your services. That’s your ideal customer.
To find more people like them, try the Name Them, Describe Them, Picture Them method:
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Name them: Give your ideal customer a name (like “Susan”) so you can easily refer to her in all your planning.
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Describe them: What’s their age, income, job, lifestyle, family situation? What do they drive? Where do they live? What problems do they need solved?
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Picture them: Print out a stock photo or use a real customer photo to help your team stay focused.
Whenever you create a marketing message, ask:
“Would Susan respond to this?”
Step 2: Speak to One, Reach Many
It might feel counterintuitive, but when you narrow your focus to one specific person, your message becomes clearer, stronger, and more effective. Other people will still hear you—but your ideal customer will feel like you’re speaking directly to them.
Step 3: Find Them Where They Are
Stop marketing where you like to hang out. Start marketing where your customer hangs out.
Ask yourself:
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What platforms do they actually use (and not just scroll on)?
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Where do they spend time locally—school events, the gym, church, the ballfield?
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Are they in Facebook groups, reading community posts, or watching YouTube?
When you know where they are, you’ll know where to put your message.
Step 4: Talk to Their Wants, Not Just Their Needs
Most businesses market their services based on what customers need—but people buy based on what they want.
For example:
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Need: HVAC maintenance
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Want: A quiet, comfortable home that always works
Shift your language to focus on wants. Say things like:
“Want your home to stay cool and comfortable this summer? Here’s how to make it happen.”
Step 5: Build Trust First
People don’t buy from businesses they don’t trust. And trust isn’t built by shouting “Limited time offer!” in every ad.
Instead:
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Provide helpful advice before you sell
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Explain what’s broken and how it works in simple terms
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Offer more free information than anyone else (most people won’t DIY—it just makes you look like the expert)
Building trust upfront leads to higher ticket sales, better reviews, and long-term customers.
Step 6: Watch Your Words
Every word matters—especially when you’re speaking to customers who don’t understand your technical jargon.
Speak simply. Speak clearly. Speak kindly.
Avoid:
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Negative talk about customers or competitors
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Harsh language like “No” or “We can’t do that”
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Swearing or offhanded remarks
Instead, offer options, speak positively, and show empathy.
“I understand this wasn’t in your budget today. Let’s talk through your options.”
Final Challenge: Define Your Ideal Customer
Take five minutes right now and write this down:
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Their name
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Their age, job, income
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Where they live and what they drive
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What keeps them up at night
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What they want from someone like you
Then ask yourself:
“Is my marketing speaking directly to this person?”
If not, now’s the time to fix it.
🎥 This post is based on Episode 1 of the No More Wasted Ad Money series. Watch it here: https://youtu.be/fHQ9CqTh-98
👉 In the next post/video, we’ll show you how to create ads that actually convert into paying customers. Don’t miss it.
