Know Your Audience

Building Your Ideal Customer Profile

The most precious commodity we have is time. One of the biggest waste of these valuable resources is not knowing who and how to reach your ideal customer.

“The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself” Peter Drucker

Gary Halbert the famous copywriter known as Prince of Print, asked at a seminar.

“What’s the number one thing you need to run a successful restaurant?”

During these Seminars, he would often pose these questions:

“If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantages would you most like to have on
your side to help you win?”

He got back all the standard answers,
✓ Having a great cook
✓ Having superior meat from which to make their burgers
✓ Having sesame seed buns
✓ Location
✓ Creative menu & good food,
✓ Heaps of parking
✓ Offering the lowest prices etc.
And so on.

With his students yelling out the advantage they wanted, he would say: “O.K., I’ll give you every single advantage you have asked for. I, myself, only want one advantage, and if you will give it to me, I will (when it comes to selling burgers) whip the pants off all of you!”

“What advantage do you want?” they ask.
“The only advantage I want,” I reply…
“Is…

You can read the rest of the article at http://www.thegaryhalbertletter.com/. Look for an article called A Starving Crowd.

These are all helpful in running a restaurant, but he said, “You’re missing the point.”
To have people beating a path to your restaurant with a credit card in hand, you need a hungry crowd.

If you don’t have starving people, it doesn’t matter how good all the other things are.
No one is coming.

“I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the
language they use every day, the language in which they think. We try to write in the vernacular”.

David Ogilvy

Know Your Customer

If you know why your prospect is looking for a solution, then you have a much better chance of striking a chord.

You just have to engage them, showing you understand their pain and frustrations, and provide them with your solution.

The best people to focus on are people who are already looking for a solution because they have a problem that needs solving.

So how do you engage these people and solve their pain?

It’s well known that the person who can articulate the client’s problem is perceived to know how to best solve the problem.
So how do you find their pains, frustrations, and desires?
Google has made billions of dollars by helping people looking for information on the
internet, to find it quickly. It’s never been easier to find information.

So why not invest the time in understanding your prospects, fears, pains and desires?
✓ What’s keeping your prospect awake at night?
✓ What are they worried about
✓ What are their biggest pains and frustrations?
✓ What products or services are they looking for to solve their problems?
✓ What do they like about your product and services?
✓ How would they improve your products and service?
✓ How can your product or service ease their pain?
Once you know their frustrations and irrational fears, you can target these pains with messages that resonate with them.

This simple change in your marketing can pay huge dividends.

Sending the right message to the right people is the number one secret in
marketing. Get this right, and you will dominate your market because you’re tapping into the conversation that’s going on in your prospect’s head.

You see, your competition is too busy trying to look good, pushing their brand. (No one cares who you are. They just want to know you can solve their problems)

And the good news is the rest of your completion has given up because it’s all too hard Your competition won’t have a clue.