How to write a customer profile

Whether you work in advertising, marketing or your a company owner, you will have to know your target market and everything about them. This guide shows you how to write a customer profile, so you know you’re marketing yourself to them correctly.

Writing a customer profile is very important because it not only identifies who your customer is or isn’t, but it also gives you an in-sight into their world; telling you more about them, their habits, location and personality. The end result? It simplifies your marketing efforts and gives you a better chance of marketing your offering correctly and to the right people. If you don’t know who your customers are, how will you know how to sell your product to them?

How to write a customer profile

Your customer profile should be split into two main sections – demographics and psychographics (outlined below). These characteristics give you an idea of who your customer is, what they care about, what their interests are and how they make purchasing decisions. Basically how they think, feel and behave.

Demographics

  • Age
  • Gender
  • Marital status
  • Household size
  • Occupation
  • Employment status
  • Education level
  • Income

Some customer profiles give their ideal customer a name, suited to the customer statistics. Below is an example of written demographics, from a customer profile I’ve written before:

Dylan is a 27 year old man who works as a Marketing Executive for a small advertising agency in London. He earns around £30,000 a year and graduated from University with a 2:1 degree. He’s single and lives in a small, modern apartment in the heart of the city.

Psychographics

  • Values
  • Hobbies
  • Desires
  • Interests

Joining on to the above demographics, I have also included an example of psychographics I’ve written before:

Dylan enjoys socialising with friends, going to the pub, listening to music and seeing bands live. He’s materialistic and very self assured, he feels he has to look good to match his outgoing personality. He’s the first amongst his friends to know what’s going on and finds himself setting the trends. His phone is always by his side, without it he feels lost and disconnected.

By knowing these characteristics, you can tailor your marketing efforts to these areas. Of course, not all characteristics are going to be the same for each target audience, so make sure your thorough and you take your time over it.

Finally, you need to understand your target markets buying behaviour. Buying motives obviously differ from target group, to target group, so it’s well worth understanding this to know what makes your audience likely to buy your product.

A person’s buying behaviour is split into two groups: rational and emotional.

Rational behaviour

  • Price
  • Location
  • Convenience
  • Range
  • Support
  • Promotional offers
  • Reputation
  • Trustworthiness
  • Customer service

For example: Dylan might choose to buy a car this weekend because it’s cheap and affordable. It’s located half an hour from where he lives, so is easy and convenient to get to. He might also choose this car because it comes with a range of accessories which would be useful to him, such as sat nav and phone connectivity. The car brand may also have a very strong reputation when it comes to quality and reliability, they’re also known for their sterling support and customer service.

Emotional behaviour

Feel good factor
Status
Confidence
Brand loyalty
Marketing

Example: Dylan might choose to buy a car this weekend because it reaches an ambition or goal to him. It makes him feel good about himself and he feels as though he’s reached an elite status by owning such a car. He holds a number of luxurious and prestigious connotations to the brand, which makes him feel loyal to the brand and gives him confidence in himself.

That about wraps up your customer profiling. I hope you’ve found this guide useful and it’s helped you learn how to write a customer profile. If you have any tips or advice on how to write a customer profile yourself, please get in touch, I’d love to hear them. Pop a comment below or give me a shout on Twitter.