I was just doing an exercise that challenged me to hone in on my ideal customer because, as a business, and for any business, we can’t service everyone. Depending on demographics, economic status and the basic needs of every single individual on this planet, we simply cannot serve everyone. Not everyone likes soda pop (I’m one of them). So I don’t care how much Coca-Cola tries to woo me with their ads, they aren’t going to get me. Not everyone likes to work out in the latest fashionable work out gear (I’m another one of those people). I prefer to just put on a t-shirt and shorts and that’ll suit me just fine. So I am not going to be wooed by Nike or Under Armour. Instead, these companies focus on their ideal customer and work on providing that customer with what he or she wants.
Likewise, in my own business, I’ve had to sit and think about what it is that I want to provide and who it is that I want to provide it to. So with an ever-evolving list of my ideal customer’s qualities, I think I know pretty much who the bulk of my customers are.
Most of my customers are women between the ages of 30 and 60 who care about their family, care about what they put on their skin and care about the impact on the environment. Our goal here at ArtiSun Bath & Skin Care is to try to create the best products with as little waste as possible. Oftentimes, however, that is easier said than done, but we strive to think about the containers we use, the ingredients we use and how it will impact our world.
Our customers are both working women and stay at home moms who want to have as little steps to clean and beautify as possible. Let’s face it: we’re all extremely busy from the moment we rise each day until our head hits the pillow each night and nobody wants to have to complete 7 steps for their morning facial routine or 7 more steps before they can go to bed at night. As the saying goes: K.I.S.S. (Keep it Simple, Silly).
I was talking to someone the other day at an event I was at. I had been invited to a prominent boutique for the town’s Girls’ Night Out evening. One of the employees asked me why my soaps were so appealing to so many. By the end of the night, she knew the answer. As I told her, my first goal is to grab the buyer’s attention with eye appeal. Our soaps are beautiful and a good deal of thought goes into planning out the aesthetic value for each soap before it is created. Next, I want our soaps to tantalize the nose and I do that without being overbearing on scent. A little goes a long way in that area and, over the years, I’ve heard so many tell me that they love that the fragrance of our soaps is not too heavy. And finally, what keeps our customers returning is the way it makes their skin feel. But we need those first two attractions (sight and smell) first in order to make the sale. Once people shower with our soaps, they are sold: hook, line and sinker.
Our ideal customer wants to know she is cared about by us. And that is probably one of the biggest non-tangible items we give to our customers. We care about each and every one of you. We want to help you to feel better about yourself and to feel the effects of using our products because when your skin feels good (and not itchy or dry), you feel good. Your clothes feel good to wear. And you look good. And that makes you feel better inside and out.
It’s not just our soaps that have become a regular staple in so many homes. I worked on the Face Puck daily moisturizer for almost a full year. It morphed from being a hard “puck” (hence, the name) to a cream that, with a light amount on the face, goes a very long way. Not only does our customer feel the magic on her face, she sees the results and also feels good about her purchase because only a little is needed for each application.
Our customers, like us, care about the health of their families. I was just reading the side of a box of Goldfish Crackers (which my grandsons love) and I was wondering about the nutritional value of these. I read the breakdown on the side of the box but what really caught my eye was their statement, “We are also parents….” and they went on to say that they care about what goes into their own children’s bodies. That won me over like Prince Charming riding in on his white horse telling me I’d never have to want for another thing.
Our customers are people who work hard, play hard, are super busy and want to feel loved and cared for. I want that too. And because of that, we strive to provide the best customer service out there. We get to know our customers, whether they are store owners trying to make a living by selling our products in their stores, or individual families, and mostly women, wives, mothers who just want to feel cared about. Women who just want a moment of rescue where we can say to them, “I’ve got your back,” or “Let me take care of this for you,” or “Relax. We are here to help.” We ship out baskets to your loved ones that are put together with the utmost care and with thoughts of what the recipient would enjoy most. We put a handwritten “thank you” at the top of each packing slip that goes into every new order and we usually add your name to that thank you because we have come to know you and care about you.
We’re not a big company, but unlike Proctor & Gamble or Johnson & Johnson who don’t even know who you are, we know. We care. We work hard everyday to make our products better for you and for your family with the best ingredients and at an affordable price.
So thank you, ideal customer. Thank you for traveling with us on this journey together. We love you.