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A podcast built for founders and aspiring founders in the fashion industry.
In this podcast we will be sharing industry insights, talking with fashion business owners and experts and debunking industry myths and problems!
Hello and welcome back to the Fashion Founder Podcast. If this is your first time listening, I'm Charlotte and I help founders to start and scale their fashion brands. You're listening to episode one and today I'm going to be talking to you about how to find your customer before she finds you. Before I go any further, this episode is going to be part of a mini series that I'm running called Selling Out Series. I'm going to be releasing 12 episodes where I cover 12 different topics that are within the framework that's inside my new group program that's called Scalar.
Speaker 1:Each episode will give you plenty of value just on its own. So if you're listening to all 12 or just this one, you will definitely walk away with something that you can implement. So let's get straight into it. Most founders wait for their customer to show up once they've launched their products. The ones that scale are the ones that go to find her first.
Speaker 1:And today I'm gonna talk about how you can do that. This is such an undervalued tool and it's something that I teach with inside my program, but also will be teaching in my group program coming up. And this is a tool called outreach marketing. So rather than broadcasting to your followers and putting content out on your feed and in reels and in emails, this is actively searching for your customer and reaching them before they stumble across you. It's not leaving things down to chance.
Speaker 1:And when I ask a founder who their customer is and the first thing they say is well she's a female between the ages of 25 and 45, I know immediately where the problem is Because this is focusing on the demographic description of your customer and it's not scratching beneath that surface. And that is the part where we really reach the customer. That's where we speak to their emotional desires and their wants and their needs and their reason for purchasing and not just speaking to their age and the part of the world that they're based in. So I want you to think about the last person who bought from you, really visualise her, do a bit of digging, a bit of research to find out because who she is is probably the key to everything. It's the key to knowing what content's going to land with her, what pricing will work for her, what marketing tools you need to use.
Speaker 1:Every single decision in your business needs to align with this perfect customer. When you get really specific about who your customer is it gets so much easier to find her because this decides your content, your captions, what products you launch with, what colors you launch with, what sizes you launch with, how many of each sizes you launch with. The more specific you can get with your customer, the easier everything else in your business becomes. Once we know who she is we can use outreach marketing to find her. That means that we're placing our brand in places where she is going to be.
Speaker 1:So if you do one thing off the back of today's episode, I want you to write a description of your customer profile and not just her demographic details, her age, her location, her occupation. I want to know what excites her, what's she doing on a weekend, what is her evening routine when she gets in from work, when she purchases a product what is the thinking behind it, when she scrolls on social media who is she following? We want to know the real depth and detail of this person and not just the surface level details. Okay that's it for today's episode And that was the second episode of the Selling Out series. If that landed with you and you want to go deeper into customer profiling and knowing who you're speaking to amongst a group of founders who get it and are in at the same stage that you are then Scale Up is my group program that is designed specifically for fashion founders like you who want to get consistent visibility and consistent sales off the back of that.
Speaker 1:And we start on the June 22. There's only going to be 15 spots. It's a nice small group, but it's also big enough to learn from other people as well. And you can apply now at the fashionfounder.co.uk/scaleup. I will also add the link into the show notes and if you have any questions please just drop me a message.
Speaker 1:If you would like to apply but you also have questions please do so and we can book in a call to have a chat and confirm the details. Otherwise as always please like share subscribe and I will see you in the next episode.