Caroline Balinska: [00:00:53] Hi everyone. Welcome back to the podcast. I’m your host
Caroline Balinska and today I want to talk about who your customer is. Now, this seems to be
a question that I get asked a lot from a lot of people. Usually it comes in the form of people
coming to me saying, I’m not getting any sales. And then I say to them, okay, well who are
[00:01:13] And they come back to me saying, I’m targeting women that are 18 to 65. Now I
can guarantee that is not your audience. And if you have gone through any of my customer
avatar training before, and you’re at this point now where you think I’ve already done that, I
want you to listen in because I’m going to give you some new strategies today.
[00:01:32] But one in particular that I heard recently from a client that I thought was a really
good strategy to try yourself. So keep listening and I’m going to share that with you as well.
Before we start, here’s a quick word from our sponsor, Gorgias, who my team use every day
in our business. Just ask Parker,
[00:01:49] Lucas Walker: [00:01:49] Hey, it’s Lucas Walker from Gorgias.
[00:01:51] Thanks so much for listening to the winning Shopify podcast. One way you can
start winning with your Shopify store in 2020. Is by offering a be[er customer experience
with more and more brands offering the same products. How do you differentiate? Well, a
lot of Fmes that comes down to how you work with your customers even before their
[00:02:11] So it’s not just post-sale the, they help them find their order number and a lot of
the other automations that we’ve worked in the past couple of years to really help brands of
all sizes give that awesome level of customer service, but it’s before the sale as well. So with
the gorgeous, you can actually interact with your ad comments with your messenger inbox
and live chat on your website.
[00:02:32] To help with your ecommerce strategy. So if you want to give your
customers a be[er service, if you want to start increasing your conversion rates through
ecommerce and just head over to gorgeous.com gorgeous, helped us. We’re
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[00:02:53] And if you mentioned the winning wish Shopify podcast by Just Ask Parker, you
will get your second month free. So you get a free month, your customers get be[er service,
and you get more sales. That’s just like a win, win, win for me. Just mentioned the winning
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[00:03:10] Caroline Balinska: [00:03:10] So the thing is, a lot of people are trying to set up
eCommerce stores. They’re sold a dream. You might be one of those people or you know,
other people like that. You see a Facebook group and in that group they say, just set up a
store, put $5 of ads a day on Facebook, and you’re going to become a millionaire. A lot of
these people, most of these people, actually probably all of these people are lying to you.
[00:03:34] It just doesn’t work like that. I was actually in Israel for the last week and meeFng
with some entrepreneurs over there. People that have got really good, successful
eCommerce stores themselves telling me that they keep on hearing people saying, Oh yes,
it’s very easy to set up a business. And it really isn’t as easy as what you’re probably sold as
[00:03:57] It is easy compared to going out and geJng a job and working in a job, nine Fll
five where you have to turn up to a job every day. Sure. It’s easier than a lot of businesses
out there. Sure. But there’s also work to be done and you need to do it properly. And if
you’re currently not geJng sales, and I can tell you, turn off all of your ads, stop doing
everything. And make sure that you do this one step first. 99% of people that come to us or
just ask Parker are coming to me saying that they’ve either tried Facebook ads themselves or
they’ve worked with a company. I can tell you right now, one of my clients took on a
company. I’ve got many stories. If you listen to my podcast, I’ve got many, many stories like
[00:04:37] But the most recent one is just in the last week, one of my clients has taken on a
Facebook ad company and they paid this ad company to help them with their ads. And I sat
down with them last week to understand why they’re spending a lot of money with this
Facebook ad company and they’re not getting any sales yet.
[00:04:54] And what we came to the conclusion of is that. This particular client had gone to
them and said, this is my audience and the ad company, the Facebook ad company, which is
meant to be one of the bigger, I don’t want to say who they are. That’s not my business to
say that, but it’s a very big company in Australia who has supposedly won all these awards,
gets all these great results for people.
[00:05:17] They did not even take into account what this client had said about who her
audience is, like nothing was taken into account. I’ve gone through the ads myself. I’ve
looked over it, I’ve reviewed it for her, and I’m appalled, appalled that there’s companies out
there that are doing this now. This is not the first person I’ve had.
[00:05:38] Another one that I’ve spoken about to other ones on this podcast that I’ve spoken
about who’ve had similar things happen to them, where they’ve gone to ad companies,
Facebook ads specialist, who never cared about their audience at all, and it blows my mind,
how can you run a Facebook ad if you don’t know the audience?
[00:05:54] And they’re just. Throwing in, I’ll just do this interest and that’s it. So if it’s jewelry,
I’ll just do jewelry as an interest, not taking into account the location, not taking into account
the age of the person. Nothing else is taken into account except there’s one interest and it
just blows my mind. It upsets me. It stresses me out. I feel sorry for people. So I want you to
understand the right way to do it.
[00:06:16] So I want to get into some ideas. Now I’m going to run over everything here. If
you’d go to just ask parker.com and have a look in the top menu, there’s a second called free
training, and the first one in the dropdown is something called, who is my ideal customer?
[00:06:31] And go and watch that video. The video goes for about 20 minutes, and I’ve said
this a lot of times, so I feel like a li[le bit of a broken record. If you’ve heard me say this
before. Then you know what I’m talking about. But I’m so passionate that even the people
that think that they’ve done some of this work haven’t done it properly, haven’t spent
enough timme on it.
[00:06:49] So if you’re one of those people who have done it, even if you did it six months
ago, I want you to go back and renew it now, even if you just allow one hour of your time,
spend a li[le bit of time renewing because I can tell you in your first two years of business,
you’re not going to get it perfect straight away.
[00:07:06] You need to tweak this and work on it as you go. So listen on in whether you’ve
done my training or not. If you’ve done someone else’s training, I’m not trying to brag, but I
can tell you right now, my training is the best, best, best customer avatar training you’ll ever
find. You’ll never find be[er than this.
[00:07:23] I have looked at a lot of other people’s trainings. I’ve spoken to a lot of people
who have said that they’ve done customer avatar training to find out who their ideal
customer is. And no one’s ever, ever had training like this, so I’m not trying to brag. I just
want to help you the best I can. The training is 100% free. I’m not charging for this.
[00:07:40] People ask me, what’s the one piece of training I would recommend? Out of
everything that I offer, this is it. Customer avatar. Know who your ideal customer is. Because
if you don’t know who your customer is, nothing else ma[ers. So go and download that
training. Go and watch it. I send you off to a spreadsheet that you can download as well. Fill
it out. Like I said, it’s 100% free. I just want you to understand properly. I want you to come
into the Facebook group as well and tell us what you think. So it’s winning with Shopify is the
Facebook group. Come into the Facebook group and ask me questions. I’m in there. Ask me
exactly what you think.
[00:08:16] Ask me. You know, am I on the right track? If you work with us at, just ask Parker,
one of our tasks that we offer is that once you do it, we will go through the whole document
for you and make sure that you haven’t missed anything. So that is what we do for you in just
ask Parker as well. That is a service, but you can work with us 100% free through the
Facebook group or just downloading the training to understand be[er.
[00:08:38] Once you know this, it’s going to help you get more sales and that’s what I want
for you. Okay, so here are one, two, three, four, five. I’ve wri[en some notes down. Five
different things that I think that are very important for doing your customer avatar training.
One of them is not in the video training that I offer because it’s a new one, like I said, a client
told me recently, which I love, so let’s go through them quickly. I want you to write some
notes down. I want you to go in the actual show notes. There’ll be a link to the training so
you can go and do all this training. So some things I want you to think about is. I want you to
first go and check out your competitors once you find your competitors, and I’ve got some
ideas of how to find them in a second. So I’ll help you with that. Then you can go and check
out, let’s say Instagram for instance. It could be Twi[er, it could be Instagram. Where are
your sorts of customers? So if you’re going after men that are in their forty’s probably Twitter
is going to better than Instagram and go and check out your competitor’s Instagram or
Twi[er accounts. And look at the comments they are getting. So let’s say you sell a face
cream and your competitor has face creams, and let’s say they put a picture of a face cream
and they put a picture of a puppy dog. Who cares about the puppy dog? You’re not selling
puppy dogs, you’re selling face cream. So just go to the images about face cream and look at
the comments that are leg.
[00:09:54] Then what I want you to do, and this sounds a li[le bit psychotic, but it’s a really
good strategy, is go and click on the comments that people leave in the comments. And
check out who those people are. What other things are they liking? What are they posting?
What are they interested in? Are they upscale people?
[00:10:11] Are they the type of people that are more natural and don’t really like brash
adding objects? So go and check out your competitors. Now once you have taken a look at
your competitor’s accounts, the next thing you can do is check out Facebook audience
insights on Facebook audience insights. I go into a lot more details in the video training so
you can go and watch that to understand that a lot be[er.
[00:10:33] And what you want to do there is start to take a look at a particular area. So a
niche, say for instance, like I just said, if you are selling face creams, then you can head over
there typing face creams and see what else shows up. You can find out what sort of TV
shows these people watch. You can find out what other interests they have straight away
from your Facebook audience insights.
[00:10:56] The next one I recommend is magazines. This is one that I’ve had a few of my
clients say that has been quite difficult for them. Because they don’t have a particular
magazine for their niche. But let’s say for instance, you sell something and maybe there’s not
an actual magazine for your niche, or maybe that magazine doesn’t have enough
[00:11:17] Find out something else that’s relevant to that person. So let’s say for instance,
the person that’s told me something recently was it, they were looking into something to do
with arts and crags. Once you go to that magazine, once you actually go and take a look,
there’s usually a media kit available. If you cannot find the media kit or you can contact the
magazine directly and ask for their media kit.
[00:11:41] If they’re not able to provide one to you, then. You can look at that particular
niches., next type of niche they might like.
[00:11:50] So let’s say for instance, it was cakes and uh, knitting, things like that. Maybe
there’s another type of crag magazine that’s slightly different, but those same people would
[00:12:01] Or maybe it’s a parenting magazine, maybe it’s a health magazine. Where else do
those people have interest as well to look at those magazines? So maybe it’s not that exact
magazine, but usually it does work. What can you find out from this? So at the moment, I’ve
got up on my screen. I have gone to the magazines, founds the women’s health magazine, go
onto their media kit, and I can see some really interesting information here.
[00:12:24] I can see that women’s health, they have 4.6 million Twi[er followers. They have
8.3 million Facebook followers have 1.8 million Instagram followers. Now, that straight away
tells me by looking at that, that maybe Instagram is not the best platform because it’s their
lowest amount of social media subscribers.
[00:12:45] So I’d be more inclined in that case to look at their Facebook and even their
Twi[er, because even their Twi[er has a lot more than their Instagram. Why would that be?
Probably because women’s health magazine followers are older than the people that usually
are on Instagram. So that might be the reason why, but that would make me understand
more that, Hey, Twi[er is actually a place where people with women’s health magazine are
[00:13:10] Now, you might head over to Twi[er and they might have no comments at all.
They might have a lot of followers, but they might actually have no comments. But you might
go to Instagram and see that they have less followers, but a lot more engagement. So that
would be a li[le bit more relevant to me.
[00:13:24] I would not want to worry about Twi[er if they don’t have much engagement.
Which one of the problems with Twi[er is that there’s a lot of known very big celebriFes
that have huge amounts of followers, and a lot of them on Twi[er are bots. They’re not real.
So just take that into account. Look at the engagement rate.
[00:13:41] So this is where I would sit down and analyze, okay, they have 4.6 million
followers on Twi[er, 1.8 million on Instagram, but where’s more engagement going on?
That’s the one I’m going to care more about.
[00:13:53] The next thing that I would do is just stalk your actual followers. So rather than
your competitors’ followers, go and stalk them on social media.
[00:14:04] Find out more about those people. Like I said, like your competitors, followers. Do
that with your own followers as well. Find out exactly who these people are, what they’re
interested in, who else they’re following, things like that.
[00:14:16] Now, the other thing that I really love this idea, this is the one from a client of
mine, which I thought was very interesting, what she actually did with her, not huge amount
of sales yet, but she actually went and looked up each of those people who had bought
something from her and stopped them on Google maps and gone and checked out their
houses and she sold a product around homeware and I thought, what a brilliant idea. I
hadn’t thought of this one, so I thought this was really clever.
[00:14:44] And so she was able to go and check out the people’s houses on Google maps
because she had their address because she’d sent them a parcel and find out more about
where they live. Are they living in a rural area? They are living in a central area, are these
people like have they got nice cars in the driveway?
[00:15:00] Are they living in apartments? Are they living in big houses, small houses, old
houses, new houses, country style, French style? Brick houses. And then if you’re selling
products like that, like candles and homeware, it helps you understand what sort of products
you can actually promote to these people more.
[00:15:19] You could even go as far as creating subgroups in your email list to say, Hey, these
certain people, I can see they all live in apartments, so because they live in apartments, let’s
send them emails about apartment living, or let’s have a look at people that live on really
biggest estates. We can send them more products around and.
[00:15:37] Customize their emails to those sorts of styles of products that you can sell. So I
thought that was a really good one. Now, it’s not going to be relevant for everyone, but even
if it’s not really all that relevant to you, if you think the one thing you can tell is the wealth
factor of people that way.
[00:15:54] So I don’t want to be too, I’m not trying to discriminate or say anything rude, but
generally speaking, you can tell either by the house or the area where that person lives. Is
that person with a lot of wealth or lower amount of wealth and it will help you understand,
is there a chance to sell to these people more?
[00:16:11] Am I seeing something repeFFve in these people. Am I always geJng people
from the higher wealthier areas that are purchasing or do I see that more people in the
lower economic status are buying from me. So I thought that was a really good one.
Especially when you’re starFng out and it’s a li[le bit hard to really understand who your
[00:16:32] I thought that was a nice way to say, Hey, I’ve already got these sales, and that’s
really the proof is people who have already purchased from you. These people, if they’re
purchased and they’re serious, one thing I can say is that a big mistake people make is that
they go and have a look at their friends and people that they’ve met and they said, would
you buy my product?
[00:16:53] And their friends are saying, yes, yes, I’ll definitely buy your product. I think is if
you’ve got a great idea, you’re doing really well. And then I’ve had this with a few clients that
have tried to use this as their jusFficaFon for what they’re doing. And I say, well, where are
those people buying from you?
[00:17:07] How many of your friends who tell you how great your idea is? How many have
you purchased? And they say, well, none of them. And I think, well, if they’re saying that they
love it, but they’re not actually purchasing, why not? What’s the disconnect between it. And
at the end of the day, the only thing I believe is when money, money talks, it’s not the people
saying it because a lot of the time your friends are seeing it to be nice.
[00:17:29] It’s the fact that money talks. And if someone is purchasing from you, then that is
the proof that your product is excellent. Now, maybe it’s not the time for them to purchase
it, or maybe I’ve got one of our clients, she sells, um, actually two different clients selling
products around pregnancy and breastfeeding
[00:17:46] Now, that’s a, that’s sort of a harder product because if you’re asking your friends,
would you buy this product? And if you’re not pregnant or breastfeeding at that moment,
then those particular products would not be relevant. So those people might be saying, yes,
it’s a great idea, and it’s just not a product they can purchase at this Fme.
[00:18:05] So that’s a li[le bit different. But if you’re selling, um, I had a client of ours that
was selling t-shirts in a very particular niche. And I was questioning how she came out with
her designs. How did she decide on that? She’d show me some of her competitors. I was
pointing out that, look at your competitor’s designs compared to yours and how the level of
the quality of those designs.
[00:18:26] And I said, I don’t see the same quality in yours. And how did you come up with
your designs? And she said she did them herself and she’s not a graphic designer. And I said,
okay, well what made you think that your designs as a non graphic designer. We’re going to
eat be[er than employing a graphic designer to help you.
[00:18:41] And I can tell you in print on demand t-shirts, this is the number one problem I’m
seeing, is that people think that they can just design their own tee shirts and it will be good
enough to sell. And I can tell you that’s most of the Fme, not the case. Rarely. sometimes I
see great designs coming from people that are not a graphic designer. But generally it
doesn’t work like that.
[00:19:01] And so this particular person, she said, yes, but all my friends love it. And I said,
okay, well it’s your friends. Are they your audience? Yes, those are actually my customers.
That’s exactly who I’m selling to. So I said, okay, so how many of those people have bought
from you? And she said, none of them. So it’s a hard thing sometimes to hear, but if those
people are your exact customer, and those people are saying that they love it, but they’re
not buying, what is the disconnect. Maybe your product’s too expensive for them. Maybe
they’re just saying it to be nice to you. Maybe they’re not actually your customer, or maybe
your product is really just not hiJng the Mark. And like I said, they’re just trying to be nice
and they’re just trying not to hurt your feelings. So something is going wrong there and it’s
not the fact that it’s just bad luck. There is some sort of disconnect in that case. So definitely
doing research on your customer, understanding who your customer is, understanding if
your products actually viable to be selling.
[00:19:56] And money talks. Anyone purchasing is the actual proof of your concept working.
Anyone that’s telling you that it’s nice. That’s nice to hear that feedback, but if they’re not
purchasing that, it’s not happening. So I would do everything in my power to get the actual
feedback. With sales, not just words. That’s really where it comes down to the feedback is
the sales, not the kind words of “Yay. Keep going. You’re doing well”. Because I know, and if
you’ve been in this long enough, you know that it eventually wears you down, it burns you
out, and just doing it and hoping for the best and hoping something’s going to change is not
enough and it can really break people and make people give up. And what I see is that
there’s a lot of great people out there that really should be succeeding. And if they had the
actual situation correct, if all the moving parts were sitting together properly, they would
make a very good success in their business. But it makes it hard when you get worn down
with no sales people telling you it’s good and not actually buying. And people that are out
there doing be[er than you. All of that burns you out eventually, so make sure you
understand who your customer is properly. Make sure then once you know who your
customer is that you have the perfect product for them to sell to them.
[00:21:11] So like I said, go and download my free training about customer avatars. As I said,
it’s about 20 minutes of a video and then you go through and do it. I can tell you right now,
it’s a bit of a running joke. Now, I’ve had this training out for a while. And I have a lot of
feedback from people from it, and pre[y much every single person says to me, Caroline, I
started doing it and I hated you as I started it because it was so hard to start with. But once I
got into it. I loved it. So I only get good feedback, only get bad feedback for the first five
minutes of the video, and I only get good feedback once you actually get into it. So please
don’t give up. Watch it. And once you start doing it, I know it’s going to feel quite hard and
overwhelming, but it’s actually quite easy to get to the end of the video and at least please
spend at least 15 minutes before you decide that you’re going to give up in total.
[00:21:58] Because I can tell you once you get past that first 15 minutes of trying to do what
I’m telling you, so once you’re 30, 35 minutes into it, you will start to understand it and it’s
going to make sense and it’s going to work for you. I recommend spending anywhere from
two hours, and I can tell you I’ve got one client who spent 12 hours doing this particular
training, but two to four hours is a good amount of time and it really changed the way you
see your business.
[00:22:25] And this is what everyone tells me that once they go through and they sit down
and they do these steps that I’ve just gone through, everyone I’ve spoken to said that their
eyes are open. I had one particular client. They have got an offline business that they’ve had
for 10 years. They’ve had over a thousand people as clients come through, and they’re taking
the same concept online, and while they’re taking it online, they said to me in our original,
when I do private coaching.
[00:22:52] And in our private coaching, they said to me, we know our customers, we
understand our customer. And talking to them, they really did. I could understand, I could
hear them that they understood their customer. So I say, go through and do my ideal
customer training and see if you learned something else you didn’t know. And they went, Oh
yeah, but we know so much and we understand the age, we understand what they need, we
understand all of these things. And she goes, okay, we’ll do it, but I don’t think we need it.
And they went through it and did it. And she came back to me about a week later on the
phone and she said, wow. She was like. Didn’t realize there was particular foods because it’s
a health product and part of what they’re doing is certain recipes and they came back and
they said, wow, we didn’t know that this one particular item of food is actually an item of
food that everyone in this sort of weight loss area these particular type of people want to
know more about, and they knew that healthy food was important. They understood that,
you know, they understood most of the concepts, they understand all of it, but they didn’t
ever pick up the, this one food was the actual food that was important. So what they did was
allow them to create more training and more free content to get in front of people.
[00:24:04] Talking about this one particular food item, which they were blown away with and
I was really surprised with as well, knowing so many different health industries. And even for
me, I was like, that’s really interesting. And then they found a couple of particular products
to sell. They had come to me saying, well, we want to sell this range of health products.
[00:24:21] And while doing the training, they actually went through and realized they were
very particular products that they should start with. So rather than wasting their time trying
to sell 50 products, they found three or four particular products that they said, yeah, we’re
going to really concentrate on these ones to start off with.
[00:24:37] Now what does that do for them? It means that they’re getting in front of their
target audience with exactly the right offer. Which is like the free download, the free
information for a Facebook ad to this free download. They’re also able to concentrate on
particular products, which means that the homepage of their website has very particular
products rather than having just like a random of the 50 products as best sellers or products
to buy, they could concentrate on these four products on their homepage. They could also
put them in ads. So then rather than running a group of ads and saying, okay, we’re going to
run all 50 different products and just keep on putting out ads and see which one sells best.
[00:25:18] By doing this customer avatar training, they have saved hundreds, if not
thousands of dollars on Facebook ads without having to test a whole lot of different
products. They now have the smaller range of products that they can start with. If you are
trying to sell a range of products, it’s very good for you t understand which types of
[00:25:38] If you’re doing skincare and face creams, and we’ve got a few people like that,
there’s a full range, there’s moisturizer, there’s night cream, there’s toners, there’s all these
different things that you can sell, but which one of those are the ones that people want to
know more about? And by doing your customer avatar training, you can find out which other
[00:25:57] I’ve got another client of ours. Selling dog treats. Now she has a range of, they
have a range of about 10 different dog treats with different ingredients, some with salmon,
some with chicken, some with meat, some with just vegetables. By doing your customer
avatar training, you can find out which types of products the actual owners are wanFng to
know about. First. They might end up buying the whole range. But which one are you be[er
running ads off? You be[er running an ad on a chicken product, or you be[er running an ad
on a beef product or vegetable product. What are the keywords people are looking for? In
the case of this client, they have got a very organic, no wheat, no dairy, things like that in
their product is the word no wheat more important than the word? No dairy when it comes
to the dogs or is there another word that’s more important? So then when you’re running
your ads, rather than trying to put all the words on the ad and saying, we don’t have all of
these ingredients, which are the words that are going to stand out the most, that it saves you
trying to overload ads to people or your emails rather than overloading all of this
information where people are just gettingthrown too much information.
[00:27:08] Try to keep everything as simple as possible and grab people on the most
[00:27:14] So that’s it for today. I hope that that has been helpful. I hope it’s made you think
about your customers more, and once you understand this, it’s going to be much easier for
you to actually get in front of those people the right way and where to find them and what
to say to them and what they want to know and watch how you’re helping them.
[00:27:32] So come into the Facebook group and let me know if you have any questions. Ask
me to take a look at your customer avatar. And one more point that I didn’t make was, it
doesn’t mean that you only have one customer. You might end up having five different
customers. So while you’re doing this, and you’ll see it on the video training, you might have
one person who was a 25 year old woman. You might have another person who’s a 40 year
old woman. You might have another person who’s a 50 year old man. So you can have all
separate. But by having them separate, when you try to get in front of them. You have a
parFcular message to that person. So you can run a Facebook ad to the 25 year old and a
separate Facebook ad to the 50 year old because the 25 year old and the 50 year old want
two different things from you. And that way you’re not trying to mix your messages to
[00:28:16] So come into the Facebook group, ask me questions in there. I want to help you. I
want to help you succeed. My role is in what I’m doing is really to help as many Shopify
stores succeed as possible. I see too many closing down because they just did not get the
right information from the start. And they were trying their hardest to get on the right track,
but they were given the wrong information.
[00:28:40] So my job is to give you all the right information and help you on your way to
getting success. So come into the Facebook group and ask me questions. I’ve got my team in
there. There’s other people answering questions as well. And I want to help you, but go and
download that free training and give it a go yourself. And unFl next week, keep smiling,
[00:28:58] Outro: [00:28:58] Sign up for free for the Shopify approved marketing course at
onethousandsalesandbeyond.com and get our show notes at justaskparker.com/podcast
[00:29:08] Thanks for listening to the Winning with Shopify podcast.