Notice that I said, “know your customer,” singular. It is very important that you see your customers as a tribe of very similar people. You need to know the queen bee in that tribe intimately. Once you establish that relationship everything you say will be influenced by your desire to build a closer relationship.
In a way successful marketing is about building a loving relationship between you and your queen bee.
Defining Your Customer
Your relationship with your customer starts with you defining who this person is.
The first step is to ask yourself, “who needs my product or service?” Write down your answers to
questions like these that will help you to visualise your customer:
“Who have I seen buying a product like mine?”
“Who have I noticed enjoying a service like mine?”
“Who have I seen at seminars or workshops about a product like mine?”
“Who have I seen at places where people buy products like mine?”
“Who have I seen buying or reading books about products like mine?”
Get Even More Precise Details About Your Customer
Once you have a rough idea who your queen bee is you need to get more specific about her. Write down your answers to these questions:
“How old is she (he)?
“Where does she live?”
“What does she enjoy?”
“What sort of work does she do?”
“What hobbies does she pursue?”
“What are her tastes in food?”
“What sort of TV programmes or movies does she watch?”
“Is she single, married, in a relationship?”
“Is there something specific that gives her life meaning?” This is a key question because this will be a particularly hot positive emotion button with her.
“Is there something specific that she needs.” Read the previous article about How To Turn What You Love Into a Brand paying particular attention to the section on the Two Types of Motivation That Drive Customers.
Making Your Customer a Real Person
You now need to make your customer into a real person. What I do is to find someone whom I already know who has an exactly parallel profile to the one I created when I did the exercises above.
I then study what she does, what she likes, her taste in food, her hobbies and relaxation activities, what she wears etc. I go on thinking about that person until I feel that I really understand and know her like a best friend. Once I even went so far as to take a queen bee out to dinner so that I could find out more about her by talking to her. I told her what I was doing and she joined in the fun. As I paid the bill she told me that she had uncovered a lot about herself that was valuable to know.
Write a love letter to her or him. You will never send the letter, but it will help you to find words that express the benefits of your product or service that are credible and persuasive. (I will tell you more about how to write persuasive copy in later articles.)
Finish your letter with a call to action. Find a way of persuading your customer to satisfy their need by doing something you want them to do.
Above all it is important to be a real live, friendly, helpful human being when you communicate with your customer. Make sure that what you do is fun and enjoyable. People are more open, more relaxed, more easily persuaded when they are having fun.
The entertainer Bruce Forsyth had a magical ability to persuade people to do daft things on television. His subjects would actually enjoy acting the fool and being a source of laughter for the audience. He got people into this state by quickly making them feel “at home,” relaxed and part of an enjoyable occasion. It is your task to do the same with your customers.
As I said at the beginning, “When you really know your customer it becomes much, much easier to communicate with them and persuade them of the benefits of your product or service so that they buy from you.”
When you offer someone something that they need in language that is their language, they will buy from you. The key is to really know your customer.
If you’d like to know more about yourself, what you’re really good at and how to find customers who need what you offer – you might like to attend one of my low cost Discover Your Passion 1-day workshops.