I used to live close to this incredible food hall in Kentucky. Stepping into it was like stepping into my dream world
There was a bakery brimming with delicate French pastries, a cheese case packed with artisan cheeses, and a meat counter filled with wild game and obscure specialty cuts.
The main floor was like an art gallery with its beautiful displays of foreign mustards, rare spices, and small batch olive oils.
I knew this place was meant for me when I came across a small package of marcona almond butter.
I mean, really? Marcona almond butter. How esoteric can you get?
But I saw more than almond butter. What I saw was an opportunity to escape from normal life, into a world where any of my culinary whims were possible.
I was their dream customer. What money I had to spend, I spent on nice food.
And I was already conditioned to pay a premium for high quality. So they didn’t even have to convince me that what they had on offer was worth my money.
Except, despite living nearby, I hardly visited the food hall. And I think the entire time it was open (that’s right, it has since closed), I only bought one thing there.
That’s because even though the place looked like my dream world, it never felt like it.
Once inside, I was never quite sure what to do.
There were loads of counters, but where was I supposed to pay? And why were there never any staff around? How do I get some cheese? Am I supposed to go find someone somewhere? In fact, am I even supposed to be in here?
This is not the way you want to make your dream customer feel.
It doesn’t matter if they’re interacting with you in the real world, or online through your social media, newsletter, or website.
Wherever your dream customer finds you, they should get a warm fuzzy feeling from you, as if you’ve been waiting all day for their arrival, and can’t wait to show them around.
So whenever you’re doing online marketing, try to experience it through the eyes of your dream customer.
Are you inviting them in? Are you letting them know that they’re exactly where they belong?
Or, are you missing an opportunity? And do you leave them wondering if they’re even in the right place?
