Here’s How To Get More Of The Right Customers

Many businesses are asking themselves this question at the moment.  Alot of marketing has failed in the past because the business owner focused on the product and not on the benefits to the customer.  The theory of modern marketing can be summed up in 5 words.

WIIFM – Whats In It For Me?

It’s all about the customer and their wants and needs.  Selling the benefits of the product/service not the features.  For example, will it save them time, make them money, will it make them more beautiful or healthy, give them better fuel efficiency or a whiter wash?  What will it do for them?

People are overcome by problems so offer them solutions.  Appeal to their needs, wants, desires and frustrations.  By removing their pain, you will be rewarded.

Ok so to start, you’ll need to work out who your target market is.  Who is the best customer for your product or service?

You’ll need to profile of them?  Find out their demographics (describe who is using your product or service ie: age, gender, income level, where they live.)  Now you have your customers demographics, you’ll need to dig a bit deeper and find out their pyschographics.  Why are they buying your product or service?

Now is the fun part.  How are you going to reach your target market in the most cost effective way?    Here are a couple of ideas:

* Planning a direct mail campaign is an effective way of measuring a return on your investment either via email or posted, you must measure each campaign you do.
* Developing joint ventures with other businesses who have the same target market as you but are not in competition with you.
* Build a referral system.

When you are creating an ad, direct mail promotion, website, flyer etc, there are certain tested points you should cover to help increase your response rate.

* CLV – customer lifetime value.  How much is your customer worth to you in profit over the lifetime they are with you.  From this, you are able to get an idea of what you could spend to get them in initially.
* Compelling headline – targeted to your market (it is not recommended to use your business name)
* Subheadline to create interest
* Killer offer – very important.  What can you give them for free to get them in the door or calling you?  Free stuff works better than 20% off or $30 off because the customer perceives that you’ll probably just charge him/her more to cover that.
* List the benefits of doing business with you
* Tell them about your outrageous guarantee to make it risk free.
* Have testimonials included.  Make sure they are real and have good detail.
* Have a smiley photo of you “the owner” with your name underneath.  This builds credibility.
* Create scarcity to make them action now.  “Hurry offer ends …”  or “limited to the first xx callers”.

Spend most of your time concentrating on your headline and offer.  Remember you have only 3 seconds to catch their attention then you must create interest to make them read more.

Finally test and measure every marketing strategy that you do.

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