Getting to Know Your Customers
People seek a wide array of benefits when they're in a buying mindset. If you are communicating any one of those benefits to the people who want them this very instant, you've virtually made the sale.
People do not buy because marketing is clever, but because marketing strikes a responsive chord in the mind of the prospect, and its resonance makes that person want the advantages of what you are selling.
Your customers do not buy because they're being marketed to or sold to. Instead, they buy because you help them realize the merits of owning what you offer. They often buy because you offer them a problem-solving solution and/or instant gratification. Customers are often in the market for a specific benefit or feature so communicating all you offer can work to your advantage. But the truth is that people don't always buy benefits. So what often drives buyers? Perceived need, avoiding pain and ego play a big role. Most buy:
- credibility, certainty and the promises you (including your employees and your service department).
- consistency they've seen you exhibit.
- honesty, your guarantee, reputation and good name and freedom from risk, granted by your warranty.
- offerings that fit their comfort zone.
- neatness and assume that's how you do business.
- believable claims, not simply honest claims.
- easy access to information about you, offered by your website.
- solutions to their problems.
- convenience in buying, paying and lots more.
- value, which is not the same as price.
- selection and often the best of your selection.
- style -- just the kind that fits their own style.
- instant gratification (they don't like to wait).
- wealth, safety, success, security, love and acceptance.
- success and for your success to fit with theirs.
- acceptance by others of your goods or services.
- the confidence you display in your own business.
- hope for their own and/or their company's future.
- good taste and they know it from bad taste.
- respect for their own ideas and personality.
- other people's opinions of your business.
- expectations based upon your marketing.
- the professionalism of your marketing materials.
- brand names over unfamiliar names.
- the stature of the media in which you market.
- your identity as conveyed by your marketing.
Selling goods or services with exaggerated or misleading claims is a recipe for a social media disaster for your business. Your advertising should be focused on the prospects that you want to be your customers over the long term. The best Guerrilla marketing involves prospects and informs customers. It builds confidence and invites a purchase. Best and most unique of all -- it gets through to people. That's why knowing your prospects and customers will help you stand apart from your competitors and shine in the minds of your prospects and customers.
If you’re not attracting the right prospects or customers, taking a good look at how well you know your ideal customer and then looking at the messages your marketing will be a worth-while exercise to get you aligned with your target.
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