The Quickest Path To Generating More Sales Without Spending A Penny More On Advertising
Last week, Gary wrote a post about an element which 80% of people rarely pay very much attention to. You can read it here.
Now, this week, I’m going to continue on from his post and talk about, the very first thing you should do before you even consider running an advertisement.
Diagnosing and Quantifying Your Marketplace
Before you can start putting pen to paper and craft your ad, you need to understand who your customers or clients actually are.
Many people think that ‘everyone’ is their potential customer or client. I can tell you now, even if you sell a household product or service, ‘everyone’ is still not your customer base.
Now, you maybe thinking that you know who your customer or client are, but I can assure you that you don’t know it as well as you could.
When you understand this it makes everything else ten times easier, so I recommend reading and even re-read this section until you fully grasp it.
Okay, so if you are saying “James, I know who my customers are.”
Let me ask you these few questions…
￼- Do you know the average age of your customer?
– Do you know if the majority of them are Male or Female?
– Do you know what their financial status is?
– Do you know if they are single or married?
– Do you know if they have kids?
– Do you know what their likes, dislikes and interests are?
– Do you know what newspapers and magazines they read?
How many could you answer? One, two or was it none?
You’ll be surprised at how many business owners can’t answer any, so if you could answer at least one, then well done.
But you may be thinking “why do I need to know this?”
Well, it will all come clear in a second so continue reading.
You see, when you begin to know the answers to these kind of questions, you’ll start to build up a good understanding of who your ideal customers or clients are, what they think about, their hot buttons, their pet hates and the kind of person they are.
And the more accurate you are at answering these questions, the more effective your marketing will become.
Now, you may have more than one type of customer or client and that is fine. Some of our clients have up to three.
So if this is the case then all you need to do is build profiles for each one.
(I’ll show you how to do this in a minute).
Here’s why this is so important…
You see, you’re trying to put together an advert to get new prospects. Right?
Well, these prospects don’t know you, don’t know your company or don’t trust you and you want them to do what you say or in most cases, hand you over their hard earned money.
So if you don’t know who you are trying talk to, how can you expect to compel them to respond to your ad, how are you going to push their hot buttons, cajole them and know what words to use to motivate them to actually take action and do what you want.
Simple answer is… you’re not…
Let me explain…
Imagine you were buying a birthday card for someone you’ve never met.
You have no idea if they were male or female, if they were young or old or how old they were going to be, so you don’t know what type of card to get or what to even say in it.
Don’t get me wrong, you could probably find a generic card you could send them but how much of an impact will it have.
It would more than likely go unrecognised or at best get the most minimal of recognitions.
So now compare that to when you know the card is for a girl, who is 7 years old, loves the colour pink and fanatical about Barbie.
Now from knowing this, you go out and buy a pink Barbie card, with a big picture of Barbie on the front, with big letters saying “Happy 7th Birthday” and a personal message about her and Barbie.
Now, do you think that would get some attention… you bet it will.
And the same thing can be said for your ads.
When you don’t know who your customers or clients are, all your advertising becomes generic and will only ever get the most minimum of responses
But once you know who your customers or clients are, you can better position and craft your ad that resonates and talks directly to them.
The result being… a much higher response.
So, now let me give you 4 strategies to diagnose and quantify who your customers or clients actually are.
1. Face-to-Face – Conduct an interview with your best customers and clients. This one will always yield the best result because you get to see and react to their responses.
2. Telephone – Jump on the phone to conduct an interview if you can’t get them in person.
3. Survey – If you have a customer database which you can email. Surveying is a brilliant tool to use to find out more about your customers.
A couple of surveying tools you can use for this is SurveyMonkey.com which is free for the first 100 responses or Google Forms which is 100% free and is in the google docs section (you need to have a google account).
4. Detective Approach – If you know any large, high traffic websites which sell the same kind of products or services as you do, you can use a variety of website tools which will provide you with a great insight into the demographic of the websites customer database.
Here’s a couple of free tools you can use to do this…
– Quantcast.com – This site grabs the demographic data of the people who visit the site you specify.
Here’s a quick screenshot of some of the demographic information you can get from this website tool.
(side note – as it is an American based site so it doesn’t work on that many UK websites)
– Alexa.com – This site is more of a ranking tool which ranks websites according to there popularity but does provide some demographic data as well which is shown below.
It doesn’t give you as much demographic information as Quantcast but it does provide information on a lot more UK based websites.
The detective approach is a great add-on to the other methods but will NOT answer all the questions you need, in order to have a good understanding about your customers so I recommend starting with the other options first and then do this second.
I hope you enjoyed this weeks article, please let me know the take aways you’ve got from this in the comments below.
Next week, we’ll talk about the fun part of marketing which is how to craft and best structure the strategy to produce the biggest results from your marketing.