January is the perfect month to start planning out your goals for the year. Goals always come first for me, because I figure how can you know how to get there if you don’t know where you’re going?
So this is my tip this week: I want you to think about your TCA (“target client avatar”). Think about exactly who this person is, and make a list of 10-15 attributes about them that have absolutely nothing to do with what you do.
Let’s say you’re a wedding photographer – your TCA is obviously someone engaged who values photography; if you’re a family photographer, your TCA is obviously someone who is a parent that really wants amazing photos of their family. But let’s dive deeper than that obvious superficial thought, ok?
- Where do they shop?
- Are they religious? Conservative? Liberal?
- What do they drive?
- Are they locals or coming in from out of town?
- Did they graduate college?
- How much do they make each year?
- What do they do in their spare time?
- Are they dog people? Cat lovers?
- Are they early risers or night owls?
- Are they homebodies or adventurers?
Ask yourself these questions and more and start to connect the dots that your favorite clients share. My TCA for example is a college-educated woman between 25 and 45, who absolutely loves dogs, loves to hike and explore, is somewhat conservative and drive SUVs, they are usually early risers who love to read, spend time with friends and call their moms all the time. And that’s just part of my TCA’s profile!
So why is this important to do?
Because if you know who you are talking to, you can figure out how to talk to them and connect. You can share photos on social media that will capture their attention and write captions that will make them want to connect, you can tailor your website to speak directly to them and you’ll start working with people you absolutely love to work with.
Ashley Durham is a longtime creative business owner devoted to helping small businesses thrive with as little stress as possible. Follow along on Instagram for behind the scenes, tips, education and my latest work.
To learn more about what Ashley has shared, check out the Photographer’s Resource Guide.