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Use Amazon.com to Get to Know Your Buyers Intimately

Written by: Pete Brand

Article Overview: NEWS FLASH: Your buyers don’t care about you, your company, or your products! They only care about “What’s in it for them!” I believe this is one of the most frequent statements we make on our blogs, in our articles, in our seminars and workshops, and in conversation. We say it because it is absolutely true and I recommend you take action which is consistent to the truthfulness of the statement. That is if you’d like your company to remain viable.

Use Amazon.com to Get to Know Your Buyers Intimately

Use Amazon.com to Get to Know Your Buyers Intimately

NEWS FLASH: Your buyers don’t care about you, your company, or your products! They only care about “What’s in it for them!”

I believe this is one of the most frequent statements we make on our blogs, in our articles, in our seminars and workshops, and in conversation. We say it because it is absolutely true and I recommend you take action which is consistent to the truthfulness of the statement. That is if you’d like your company to remain viable.

Hey I know I am being harsh, but would you rather deal with the consequences related to not knowing this fact? I don’t think so.

Alright the reason you chose to read this post was because you probably were wondering how the heck you could get to know your buyers intimately through Amazon.com. I promise you I won’t simply send you there to buy some book on how to do it. That would be funny but I’d be completely wasting your time.

I would NEVER waste your time, so here it goes….

We all know authors spend thousands of hours getting to know the people they are writing for. They excel at writing books at a level their target can understand and is compelled to consume. They also spend a tremendous amount of time researching the most compelling topics these people are interested in. Most of the time these topics are completely centered around a problem they are looking to solve. More amazingly, some of these problems the authors write about are right in line with the product or service you offer to your buyers every single day!

You could potentially save yourself thousands of hours of your time by leveraging the time and effort the authors have invested in understanding what is most important to your buyers. All you have to do is go to Amazon.com and search with a keyword that is directly related to one of your most profitable buyer personas. The search should provide you with a list of several books which have been written on that particular topic. Once you’ve received this list, take a look at the summary and chapter titles if you can.

As you go through the list of books you will notice similarities. The more frequently you see the same topics popping up, the more likely it is a prominent problem your buyers are looking to solve. You need to then identify the most prevalent problems that are related to solutions your product or services can provide, and utilize this information to develop strategies to reach your buyers and provide content which highlights how your company can solve this exact problem.

Amazon.com can also be used as a source to read the exact feelings of your buyers and determine what the most important piece of information they gleaned from the book. You can access this information by reading user generated book reviews. This information can also be used to figure out how your buyers refer to the products or services you offer. You’ll quickly notice they don’t use the same industry jargon and gobbeldy gook you use when you’re talking to other people in your company. Learning from this can help you speak the same language your buyers speak and help them come to the conclusion that you TRULY know them, and what they are looking for.

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Article Tags: blogs, know your buyers, seminars



Related Forum Posts
Re: Are You Complying with the FTC? - A lot online marketers will run to Cyprus and other Islands to do their businesses. FTC rule or no rule the Internet is a global thing and still a wild wild west. Buyers should be careful and do due diligent before buying anything online
Re: Are You Complying with the FTC? - [quote="ideasuniversity":2shwf6gr]A lot online marketers will run to Cyprus and other Islands to do their businesses. FTC rule or no rule the Internet is a global thing and still a wild wild west. Buyers should be careful and do due diligent before buying anything online[/quote:2shwf6gr] Exactly. The consumers should have enough common sense to check out a program or product before buying it if they're worried it might be a scam. There's plenty of resources available to aide them in the process. But, unfortunately, everyone must suffer regardless.
Re: Trade Shows - Are They Worth It? - Hi, Tradeshows are attracting different types of people. First, the visitor, which is the main reason of putting it on. Visitors come from all types of background: Buyers, prospective buyers, people who had a business and failed, directors, shopkeepers and even the public. Secondly there are people who just like to meet new people, that is the best place to be. Exchange of business cards, make new contacts for future use. Thirdly, the exhibitors are mixing with one another either help one another or just want to fine out the newest trend. It is also a good place to meet with competitors and learn from their strategies. Finally, there are numerous seminars with excellent speakers, covering a wide range of information. Taking these points in consideration, they are beneficial. Of course, not every exhibitor has the same success.
Re: need pricing help please - I think you could be selling yourself short. Plus you may be focused on the wrong things when it comes to pricing your products. What will your buyers be able to do or get as a result of your product? How much would that be worth to them? Buyers will gladly pay over $100 for a one page report because it tells them exactly what to do to overcome a specific difficult to solve problem. Even when that information can be found free elsewhere. I know it's hard not to compare your eBook to a physical book. Yet, that may not be a fair comparison. Another thing to consider is the perceived value when a product that sounds great comes with a very low price. Some potential buyers will doubt the value of your product because the price seems way too low for the result it promises. There's a quick and easy way for you to discover the right price though. Open a Google Adwords account ($5) and then set-up a multi-variant test for different price points. If you have a decent amount of traffic you'll quickly discover the best price.
Pre-Registering for Events - Hi Kevin! You have gotten some great advice on this thread. I think a combination of all the above, without sounding trite, would be appropriate. Your marketing should be very targeted and very consistent, once a week or whatever in order to lead up to the event. Take a tip from the information marketing world, and send them new notes about what they are going to learn and how its going to change their lives. Buyers specifically want to do 4 things 1) make more money 2) save more money 3) alleviate some pain or stress 4) reduce their workload (or minimize their efforts) (sounds like a great bunch eh?? ;0)) I would also mirror Beat's suggestion. When we are hosting events for clients we do take credit card numbers, and attendees are told that they will be charged a fee for no -shows. (This helps maintain the integrity of the event). The rate can change depending on the event topic or something. We typically charge $99 for no shows so its enough to get people to honor their commitment. ($25 and they didnt care. ;0)) Your client could also promote the expert a bit more, right now their seminars are a bit bland from a 'who are we going to hear from..." perspective. J


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