We’re guessing you love Anthropology as much as we do. 

While the only thing I’ve ever bought is a gold monogrammed mug, a trip to London or NYC isn’t complete without a visit to Anthropology. And we’re guessing you love or lust after Anthropology as much as we do or in the very least you would if you took a visit. 

It’s two years since I stepped through their beautiful doors on West Broadway. It left a lasting impression. Why? Because it’s like you’re stepping into an experience, not just shopping in a store. 

Your imagination and physical sensations go on overdrive as you embark on your own trail of discovery. 

The sights, sounds, smells and tactile products occupy every turn of your head. 

This is no accident.  

Anthropologie is “defined by the idea and activity of discovery, created purely for its customer.” 

A customer it knows inside and out. 

There are no aisles at Anthropologie. You simply wander on your own course guided purely by your senses. Picking up expensive door handles, candles, scarves and coffee table books about Tuscany. 

You’re stimulated. Connected. You feel understood. 

Why? Because you’re Anthropology’s dream customer and the store and its wares are all carefully curated. Just for you.    

You’re in the mix ‘cos you’re probably between 30 to 45 years old, a university graduate, probably married with kids or in a serious relationship, a professional with a healthy income, well read, well traveled and have a wanderlust and curiosity about the world.   

Close? Hands up over here, no wonder we can’t get enough! 

This aspirational brand has totally nailed its ideal customer, that person who will have you contemplating spending money on things you’d never dream of spending money on.  

Do you know who your ideal customer is? 

Do you have a clear picture of them in your head? 

Don’t be turned off, we know what you’re thinking, yawn boring customer avatar here we go… 

But in an age of what has been coined the Attention Economy, now more than ever you need to keep in mind that it’s not really about you! It's all about your customers or your clients, how they live and how you can help them. 

It’s no longer just transactional. It’s personal. It’s about connection, it’s about deeply engaging  with these people, understanding their problems, meeting them where they’re at and how you can genuinely help them, whether that’s through solving a problem or pleasuring them to meet a desire or need. 

 As our good friend Carly, Founder or Marketing Agency Spowt recently wrote “it’s about building an ecosystem of content and experiences that cement what you as a brand stand for.”

Do you create a love language - words that speak directly to this person? 

• What do they desire?
• What frustrates them?
• What something something do you have that they want?  

Before we start writing any piece of copy. The first thing that we need is to know is who it needs to speak to.   

Without this. They’re just words. They’re not going to create an impact, challenge opinions or get people to make a change. Unlike Anthropology they’re not going to make people buy.   

So if you want to make people buy. You need to get clear on who it is that you’re speaking to. You need to create a love language that speaks to them. 

If you need help getting clear on who you want to speak to, in a way that will connect, book a discovery call to see how we can help.  Our diaries are open for March. 

Takeaway: If you really want to understand your customer, you have to fall in love with them. You have to get intimate, like you would with a new friend, partner or lover. Unearth their deepest desires, what makes them laugh, what gives them sleepless nights. What makes them tick. 

Becca