Most brands try to please everyone.
The result: they don't attract anyone strongly enough to convert.
1. Who is the right customer?
It is someone who recognizes value, understands the proposal, and is a cultural and budgetary fit.
2. How to identify them
Study the history of satisfied customers.
Define what sets them apart.
Observe patterns of language, behavior, and motivations.
3. Alignment across all three axes
Content: language adapted to the audience's level of awareness
Marketing: clear segmentation and well-chosen channels
Design: aesthetics that convey the brand's positioning
4. Symptoms of misalignment
Leads who constantly ask for discounts
Followers who don't interact
Audience that “likes” but doesn't buy
5. Practical example
A local healthy food business attracted the wrong audience with a generic look. After rebranding with a more organic aesthetic and direct language, conversions doubled.
Conclusion
Attracting the right customer requires precision. Assumptions are costly. Aligning content, marketing, and design is a minimum requirement for efficient conversion.