Know your market. Understand exactly who your target audience is and create a message that speaks directly to them. People with very salable products sometimes make the mistake of believing that their market is “everyone”. This is a costly misconception. Fearing that you could leave someone out who might buy your product when creating your message is domed thinking. The idea is to create a message that resonates with the potential customers who would gladly purchase your products, if the message was directed at them. When you create a marketing message that speaks to everyone, you succeed to reaching no one. Speak clearly and distinctly to your customers. If your message is right, they will listen AND respond.
Corporations spend unbelievable amounts of money learning exactly who their customer is. They know as much as they can about the way that their market thinks, feels, acts, and reacts. They use very sophisticated methods and cutting edge technology to track major trends as well as seemingly subtle differences that impact individual spending patterns. With this kind of targeted data, they can predict how their customer will react to product offerings.
Now few of us have access to that level of data, nor do we have the resources on hand to collect it. But we have something that they don’t have. We have face-to-face interactions with our customer base. We have a strong relationship based on mutual trust and shared values. I say use that one-on-one time to collect real time data on what your customer prefers. Find out what they think, feel and what motivates them. This personal time with the customer is one area where you can beat the big guys hands down. Use your time wisely and act in accordance to your customer’s desires and you’ll increase your business almost immediately.
Stay tuned tomorrow for Step 3…
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