Meet Your Perfect Customer
Here is perhaps the most important question you can answer.
How does your product help people make the change they WANT to make?
(Leave a comment and let the world know)
Don’t skip over this because it is vital to your success. Knowing the answer to this one key question will mean …
- Making more sales with less effort.
- Spending less on paid advertising.
- Having the advertising you run create maximum impact.
- Causing your content marketing to work much better.
- Creating happy customers who recommend your products.
Not a bad list, right?
It is within your grasp and today’s video will show you how to get there.
I hope you enjoy it.
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Prefer to read? Here is the enhanced transcript for your convenience
Hi, this is Charlie Page and I want you to meet your perfect customer.
Let me ask you a question.
Do you want to sell more online without having to be pushy and have happy customers who gladly recommend your company and products without you even asking them to?
If that sounds good, then step number one is to meet your perfect customer. We all know that you can't hit a target you can't see. But when it comes to doing business online, that's exactly what many people try to do.
We find a product we want to promote.
We get all excited about it, and we begin thinking how can we promote this product without spending any time thinking about who wants to buy this product, or how will the product help them make the changes they want to make in their lives.
People buy products for one reason.
They want to change something.
They want to go from tired to energetic, from broke to having more than enough money, from worried to having peace of mind and being free, from sad to happy and from frustrated to empowered.
So here's a question to consider:
How does your product help people change?
That's the best starting point of all for marketing products online. And who might need that change?
So what does a perfect customer look like? While that it'll change from product to product, but there are common denominators, and here are three that matter most.
They WANT what you have to offer.
Now notice the word what, I put it in all caps.
The fact is people buy what they want, not what they need. It's just a fact of life. People buy what they want.
If that wasn't true, we would all be driving one car. We'd all be driving the same car, the safest car on the road with the best mileage that cost the less that'd probably be some white colored electric car, I don't know.
But we don't.
We have such a wide variety of cars and clothes and houses and jewelry that we buy because we want personal expression. We buy what we want.
Life is too short to find a group of people and try to convince them that they have a problem and that you can help them solve that problem.
That's just going to be a waste of time. Yet that's what most people do when they use shotgun marketing, trying to reach the whole world. Also known as reaching everyone.
Some people say "I want to reach everyone with my message."
I get that people want to reach large groups of people with their message. I do too. But the fact is we all need air and water and food and love, but we don't all need an autoresponder.
It's too expensive and slow to try to reach the whole world.
Instead, define who has this problem now and find out where they are talking about it, because believe me, they're talking about it and they're talking about it somewhere.
And then become part of the conversation either with content marketing or with advertising.
They can afford to buy your product.
Now this is a little harder to determine but you can determine it.
The key here is this ...
Finding huge pools of freebie seekers will not make you rich.
Anybody who spent 10 minutes on an internet marketing forum knows this to be true.
You can just get huge numbers of people to sign up for your list by giving them free things over and over and over again. They're not going to buy anything. In fact, that will make you poor.
To be clear, great marketing does begin with something free, a lead magnet, a trip wire offer, a webinar, it offers something free.
That's how it begins, but it doesn't end there. When someone will only act when something is free, they will never buy from you.
So don't shun them, don't say to them, "You're a bad person. Go away." That would be wrong. But don't focus on finding more of them either.
You want to find buyers.
That's the name of the game. And you can do that easily in your marketing, by targeting people with certain behaviors, buying signals. That's what you want to look for.
You can reach them.
All of this doesn't matter if you can't reach your perfect prospect.
You can know exactly who they are. You could draw a profile of their life, but if you can't reach them, it doesn't do you any good.
You must be able to reach your perfect prospect in order for them to buy from you. It only makes sense.
But some prospective customers are very, very hard to reach, even once you know where they hang out and who they are. Here's an example, chemical engineers.
Chemical engineers a very hard group of people to reach with content or with a marketing message, unless you're a fellow chemical engineer. It's a great market of people, no doubt about that, but very hard to reach. Can be done but it can be expensive.
All of that was true until social media came along.
I've got to tell you, social media is a game changer. It has changed marketing forever, allowing marketers to find and reach groups of perfect customers. You want to use social media in three ways.
Once you've identified and defined who your perfect customer is, you want to use social media to reach them in three ways.
Number one, market research.
The fact is Facebook knows more about us than we know, which is a little scary and it's also true.
But you can use it to your advantage because there is nowhere in the world you can do better market research than Facebook, especially when it comes to researching an avatar than Facebook and you can do it for free, so use it to your advantage.
Number two, share great content on social.
Content marketing works so well on social media, whether you're curating it or creating content, doesn't really matter, just sharing great content on social really works well. If you want truly free marketing, social posting is it.
Number three, you can advertise on social.
This can mean sponsored posts or paid ads or both. So there you go. Three characteristics of your perfect customer and how to find them too.
Thank you for watching this video. This is Charlie Page and I hope that you have a great day.