The key to successful marketing is making marketing people love. And the first step to making marketing people love is understanding *what* your best customer loves.
Have you ever landed on a website only to jump off immediately despite the fact the website probably had what you were looking for? That’s because the average business website is really good at telling you what the company does but really bad at telling you what the company can do for you.
When you know your ideal client as well as you know your best friend, you will be able to speak directly to that person, in a conversational way. That’s the key to keeping him or her with you long enough to get more information and do something (like call you, buy something, download a freebie, read your blog, etc.).
And unless you do the work to identify your ideal client, you can end up flailing around in the dark with your marketing.
- What does your product or service accomplish from your customer’s point of view?
- What are the specific benefits your customer is seeking in buying your product?
- What is the location of your exact customer?
- When does your ideal customer buy your product or service?
- What is your customer’s buying strategy?