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I was flying home on the plane yesterday after attending Dan Kennedy's 7 Figure Academy, 7 Steps to a 7 Figure Income, in Cleveland, Ohio. (The workshop was nothing short of mind blowing. I'd highly recommend checking out Dan Kennedy and pick up any of his books on marketing.) After I sat down on the plane, the man next to me started talking to me. He told me what business he was in and after he found out I was a marketing coach and consultant, he proceeded to whine about how his business was down and did I have any wisdom to share that might help him. As it turned out I had a ton of questions for him and I think I really helped him get a good snap shot on some core things he can do to get more clients now. So I thought this might make a good post to share with you - Do you really know who your customer is and what their emotional hot buttons are?
First thing above all else, you need to have an excellent snapshot of "who" your customer really is. You need details like how many credit cards do they have? Do they own their own home? Do they have a vacation home? How many cars do they drive? Are they foreign or domestic cars? What's their age range? I'd jot all this down on paper and make sure you have a very clear picture of who they are.
Next, I would encourage you to do this exercise- take some time out and talk to your potential customer for 15 to 30 minutes every day. The best way you will really zero in on who your customer is and what their problems are, is to talk to them. I'd talk to one potential customer every day for 30 days. You can find them anywhere, online, offline, maybe when you're out at conferences, or networking meetings, or even on Facebook and Twitter. The real key here for you is to ask these questions and REALLY LISTEN to their answers. Listen for their emotional hot buttons and take notes. (These hot buttons would be great to use in your advertising of your product/services.) The information you get will greatly enhance your ability to market yourself and really attract your ideal clients. Here are the questions:
1- What's their biggest fear/frustration in their business?
2- What are the problems this challenge is causing for them?
3- What keeps them awake at night? (This will help you get into the mind of your ideal client.)
4- What's their ideal outcome/result or goal they'd like to achieve in their business?
5- What would getting that outcome do for them? What would it mean for them in their life?
6- Based on what they've told you, the next step is... (This is where if you think they're a good match for you, tell them what the next step would be in moving your working relationship to the next level.)
In summary, you need to have a good snapshot of who your ideal client is, create a really good message that will really appeal to them. Go out and schedule calls with them, talk to them, listen for their emotional hot buttons. Use these hot buttons in your marketing and advertising. You want to reach them and talk to their fears, frustrations and what keeps them awake at night. You want you and your products/services to be the best and most perfect solution to their problem.
Labels: Shannon McCaffery