Is your marketing magnetic?
Attracting eager customers is a matter of narrowing your marketing message to the right group of people. Even if you have many types of customers, they all have one thing in common: the solutions your business offers for the problems they have.
To identify the type of customers who really need what you sell, and who want to buy your products, you must stop and reflect on (or better yet, write down) the specific descriptions that answer these 3 questions:
1. How do your products help people? What, exactly, does your business do?? Organize finances? Improve health? Streamline travel plans? Build sailboats? 2. Who are the people you help? Local families, other business owners, geriatric patients, professional athletes, busy moms? Immigrants? Millionaires? 3. What motivates them? Sending their kids to college? Retiring at 40? Attending their granddaughter’s wedding? Finishing a marathon?
We’re talking about identifying real needs, not “wants.” Let’s look at the difference:
- Many people “want” to lose weight, but a bride who needs to lose 10 pounds so she can fit into her gown on her wedding day has an urgent need to lose that weight.
- Many students would like to fly to the Caribbean during Christmas Vacation, but only students who have Mom and Dad waiting for them to arrive in Trinidad will do whatever it takes to get on that plane.
- Lots of people want to own a snappy car, but a successful business man who views his car as a status symbol will consistently lease or buy an expensive car to impress his peers and customers.
These are 3 different customers and 3 very different products, but each customer has an urgent need that the right product satisfies. When you discover that hidden need, you’ll hit on the deep desire that motivates your customers to buy your products. That discovery is worth more than gold, so keep digging until you find it!
The take away is this: “Wants” and “Needs” are not the same thing.
- Wants don’t keep people up at night in a state of anxiety.
- Needs are caused by dilemmas, or pain that demand an immediate solution.
And this is the place your Ideal Customer description and your marketing connect. When you identify the pain behind your Ideal Customer’s motivation to buy, then you’ll discover the magic door that eager customers enter when they want to buy the exact products your business sells.
You may need some pointers on how to write effective copy (ads, blogs, etc.) and I’ll be covering that another blog. For now I recommend you get a copy of Influence: The Psychology of Persuasion by Robert Cialdini, and stay-tuned for “How to Write Ads that Grab Your Target Customer and Persuade Them to Buy.” Until then, use the three steps above to get as specific as you can about who your customer are.
If you need some help doing that, visit www.rightmindmarketing,com and get my Free Report called the “Sales Action Guide.” I wrote it to help you identify your Ideal Customer and zero in on their specific needs which is the info you need to make the most sales! So be sure to sign up for your Sales Action Guide and use it to identify the type of customers who need your products most.
Betsy
Betsy Shulman
646 306 4721 EST
www.rightmingmarketing.com
