Why You Should Fall In Love with Your Customers

March 27, 2014 | Roger and Susie Engelau

If you want to run a successful business, you need to have a love affair with your prospects.

Remember the first time you fell in love?  You wanted to know everything about her!  Her thoughts, her feelings, her experiences. You wanted to make her life better.

It’s the same in business.

The better you understand your prospects and customers, the better you’ll be able to serve them…and the more they’ll want to come back to you over and over again.

So how do you dig deep and find out all the useful information you need to know?

Here are the 3 sets of information you need to list about your customers and prospects…

1) Their DEMOGRAPHICS. Define the physical characteristics of your target customers. If you’re B2C, that includes age, sex, marital status, income level, employment status, geographic location, and so on.  If you’re B2B, look for number of employees, industry, job description, geographic location, annual revenue, etc.

2) Their PSYCHOGRAPHICS. Here’s where you define the emotional and psychological characteristics of your target customers in detail. Ask yourself: “Why do my best customers buy my products or services?” In this phase, ask about their wants and needs, their priorities, their desires, their fears, their motivations, their problems, their joys, their pain.  Ask yourself how your products and services appeal to them on an emotional and psychological level.

3) Their SOCIOGRAPHICS. Here, you focus on customer behaviors to identify common characteristics that’ll help you better understand how to market to them. What magazines do they read? What clubs or organizations do they belong to?  What hobbies do they have?  What events do they attend?  Where can you find them to make an offer that will be most compelling?

The more in-depth you understand your customers, why they buy from you, and where to find them, the more effectively you’ll be able to craft marketing messages that get results.  Spend time working through these questions to create a complete customer profile you can use as the foundation of all your marketing materials.

To help you with that, we’ve created a FREE marketing tool, called our USP and Guarantee Creation Tool.  It will help you get to know your ideal customer and craft compelling marketing messages that will resonate with them and move them to action.  Download it here.