Seth Godin - he of Wordpress fame - said this and he is so true.
The very first job you need to do when you set up your business (indeed some would say even before that!) is to define who your customer actually is.
Build an avatar of your perfect customer.
- What age are they?
- What gender are they?
- What kind of job do they do?
- What part of the world do they live in?
- What is their marital status?
- Do they have kids?
- What problems do they have?
- What dreams are they not reaching?
- and many more...
This is absolutely vital as without this avatar you are only going to be able to run a scattergun approach when advertising. Or as someone once said to me "like throwing a wellington up the high street!"
The next question you need to ask is
- where do they hang out?
- do they hang out on social media? if so, which platforms?
- do they frequent forums regularly?
- are they in groups on Facebook or LinkedIn?
Once you have these pieces of information written down and laminated so that you never forget them, you need to work out why they should buy from you!
What Makes You Different?
Whether you are supplying a service or selling a product you need to make sure that you have a USP (Unique Selling Proposition). What is it that makes you different from the 1001 other cookie cutter manufacturers out there for example!!- Is it that nobody else does what you do?
- Is it that you have far more experience than anyone else in your industry?
- Are you the cheapest?
- Is your product made from something that nobody elses is?
By doing these things you can then communicate to them - whether that is by email, phone, advertising or whatever - as if they were one person. You do not have to think about how to communicate to different types of people.
So, as you can see, Not Everyone is Your Customer!
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