The 5 W’s of your Ideal Customer

The greater clarity you have with regard to your ideal customer, the more focused and effective your sales and marketing efforts will be.


Create a picture, or persona, of our ideal customer, by answering the following 5 W’s (+ How):


WHO is your ideal customer? What is his or her age, education, occupation or business? What is his or her income or financial situation? What is his or her situation today in life or work?


WHAT does your ideal customer want from your product or service (answer from the customer's point of view)? What does your product do for your ideal customer? What problems does your product solve for your customer? What needs of your customer does your product satisfy? How does your product improve your customer's life or work?


WHERE is your ideal customer? Where is your customer located geographically? Where does your customer live or work? Where is your customer when he or she buys your product or service?


WHEN does your ideal customer buy your product or service? What has to happen in the life or work of your customer for him to buy your product? What time of year, season, month or week does your customer buy?


WHY does your ideal customer want to buy your product or service (the specific benefits your customer is seeking). Of all the benefits you offer, which are the most important to your ideal customer? What are the most pressing needs that your product or service satisfies? Why should your customer buy from you rather than from someone else?


HOW does your ideal customer buy your product or service? What is your customer’s buying strategy? How has your customer bought similar products or services in the past? What is your customer's buying strategy? How does your customer go about making a buying decision for your product?

Robyn Hounjet