Who’s Your Linda?

I want to tell you about this little sweet lady that lives in my neighborhood. She’s the most lovely lady I’ve ever met.

She’s in her 60s, and I’m in my 40s, but we are fast friends. She makes the most delicious chicken and dumplings—I get to taste them at all of our church potluck dinners! Her grandsons sing in our children’s choir, so we see each other often because she is always where her grandkids are.

She and her husband love to travel, so they’re always looking for quick getaways in their RV. It’s the perfect size for them and their little dog, Precious. He’s a dachshund and goes everywhere with her husband! She’s always cooking and serving others—everyone just adores her. Her name is Linda, and she is my perfect avatar.

When we’re considering marketing for our home service company, we can’t just waste time trying to make our messaging reach everyone. Instead, we need to define one specific type of person that we want to really resonate with—someone we want to grab the attention of and pull on their heartstrings. We want that person to fall in love with us, trust us, and become a loyal customer.

Creating Your Target Message

Here’s the deal: when considering your ideal target market, the internet is your friend. Finding out the who, what, when, where, and why is easier than ever these days. You must take the time to identify the one segment of your market that deserves all of your energy. All of your creativity. Honestly? They deserve all of your marketing budget.

Because when you know who you're talking to, you talk differently. You write differently. You show up differently.

When you craft your messaging, it’s almost impossible to pull on the emotional strings of a 35-year-old and a 70-year-old at the same time. These two age groups are typically in completely different phases of life. A 35-year-old might be in the thick of raising kids, juggling work schedules, and building a home. A 70-year-old might have grown grandchildren and be enjoying the quiet of empty nesting.

Of course, there are exceptions. There are 35-year-olds without kids and 70-year-olds starting new careers. But we’re talking about the average customer in your area. We’re talking about who your business serves best.

Your marketing has to be intentional and directed at someone in particular. It should feel like it’s speaking to your aunt, your cousin, your neighbor, or your best friend.

Creating Your Target Audience

Now, here’s where it gets really fun. I want you to take a minute and create this person in your mind. Really visualize who they are. What do they look like? What kind of clothes do they wear? What does their living room smell like? What stresses them out? What makes them smile? What would make their day easier, better, or more comfortable?

Your ideal customer is more than just a demographic—they’re a real person. They live in a real house, they scroll on real social media platforms, they love their family, they worry about bills, they think about comfort, safety, and peace of mind. And you have a service that can meet one of those deep needs. That’s who you want to build your brand for.

Target markets can get really clunky with tons of data and big terms flashing everywhere.

But in reality? We are just talking to people. Real homeowners. Real moms. Real dads. Real friends. Real neighbors. Real people.

When we identify our target markets, we’re able to do so many things more intentionally. We start asking better questions:

·       What kind of home do they live in?

·       What kind of cars do they drive?

·       Where do they shop?

·       Where do they go on vacation?

·       Where do they eat out?

·       What’s their opinion on home comfort and indoor air quality?

·       How do they feel about technology—smart thermostats, mobile apps, scheduling online?

These are important questions. They help us shape our message, pick the right platforms, and create the kind of connection that makes someone say, “This company gets me.”

Exciting Your Ideal Customer

When you run gift-with-purchase promotions or giveaways, don’t just throw something out there and hope it sticks. Think about what would excite your ideal customer. A wireless headphone giveaway might be great for someone in their 20s, but it won’t appeal to someone like Linda.

Instead, something like a free 85-inch TV with a system purchase? Now that gets her attention. She knows just the grandkid who needs a new TV—or maybe she wants to watch those gospel music specials in high definition!

Even your social media strategy should be guided by your ideal avatar. A younger audience might connect with pop culture memes or TikTok trends. But an older, more traditional audience? They’ll connect with throwback photos, community involvement, or posts that highlight your company’s values. Nostalgia goes a long way when you’re speaking to someone who values “the good old days.”

Let me be clear—just because Linda is my perfect avatar, it doesn’t mean every single customer will look and act just like her. But she’s the bullseye. She’s the center of the target. And if we build around her, we’ll catch a whole lot of people who are close to her.

Linda values quality. She loves her family. She supports local businesses. She wants to feel safe when someone comes into her home. She doesn’t need the cheapest price—she wants to know she’s in good hands.

And that’s what we should all want for our businesses—loyal customers who see us as trustworthy, dependable, and the kind of folks they’d recommend to their neighbor down the street.

So, who’s your Linda? Get to know them. Name them. Build for them. Because when your brand feels like it was made just for them, that’s when the real magic happens!

As the founder and creative director of Lemon Seed Marketing, Crystal Williams has an out-of-the-box way of thinking that draws attention to her strategies. Her demonstrated history of working in the marketing and advertising industry and her enthusiasm is reflected in the rejuvenation her clients feel towards growing their business. When she’s not designing creative strategies, she’s the mother of two sons and a member of the local Rotary Club. To learn more about Lemon Seed Marketing, visit https://www.lemonseedmarketing.com/