"Everyone"
is not your customer
Indiscriminately
trying to sell to "everyone" can dilute your message, muddy your
image, and waste your company's resources. To market effectively, you have to
know your customers. Remember: Satisfied customers come back, and they
generally refer others. Here's how to get started.
Think about
your typical customers: ages, interests, gender, aspirations, and financial and
social status. In order of importance, list what customers are looking for when
they come to your business. Do they seek selection, quality, price, service, or
some combination? Is efficiency, expertise, or willingness to accommodate
special requests particularly important to your customers? Do they demand
convenience, or are they looking for atmosphere, ambience, or status?
When
creating ads or other marketing tools, emphasize what your clients value, and
communicate in their manner and style. For instance, low prices may not appeal
to those who are more concerned with status, and ads to sell power tools rarely
feature people in suits.
Getting to
know your customers is mutually beneficial. You provide products and services that
customers find valuable while at the same time creating revenue opportunities
for your company. And isn't that win-win dynamic the reason you started your
business in the first place?
No comments:
Post a Comment