Slice your marketing costs in HALF!
FOCUS. In life and in business you get what you focus on most of the time.
If you are constantly thinking about how to get more business then eventually you should be able to attract more business than you can handle. But booking yourself solid could actually be a BAD thing…
You probably don’t need more business. You need more customers. But not just any customers. You want those customer who are the LEAST hassle to deal with and put the MOST $$ in your pocket – those 20% of customers that bring you 80% of the income.
As you know you can’t hit a target you can’t see. So how can you attract best customers to your business on shoestring budget? That’s why you need to create a Customer Profile…
A typical business has about 3 different types of customers. In my copywriting business my A-type customer is a time-poor, high-achiever who delegates his/her important copywriting projects to me to stay focused on their business rather than frustrated and distracted with time-consuming copywriting. My C-type clients are those individuals who need a ‘money miracle’ fast. Perhaps they are in serious financial trouble because a competitor or the economy is forcing them out of business. They need fast profits fast or faster! And, my B-type clients are anything in between. They are those hardworking business people who understand that proactive marketing is the only way to go. They know that to get some they need to invest some. They also know that their competitors are tough, formidable players and they need to be proactive if they want to out-smart, out-sell, and out-perform their competition.
Of course, my client profiles are far FAR more detailed than just the quick and rough overview above. What I am getting at is that you need to create your own Customer Profiles… to cut marketing waste and improve your results.
The moment you do that it will be a lot easier for you to attract those types of clients who make you glad to be in business. Would you like that?
To create your Customer Profile -
- grab a blank piece of paper…
- divide it into 3 columns…
- put ‘A’ in the first one, and…
- ‘B’ and ‘C’ in the second and third respectively.
Now start with the first (A) column and try to picture your #1 customer (or two) in your head. With that picture swimming in your head ask the following questions and note down the answers:
- What clubs and organisations are they members of?
- What kind of books and magazines do they read?
- Where are they most likely to shop?
- Why do they buy from me?
- Are they politically active or active in the community?
- Do they think of the present or the future?
- What’s their current condition of health?
- Do they drink/smoke?
- Vacation habits?
- Hobbies and recreational interests?
- What are their dreams, goals and frustrations?
- Are they self-centered and individualistic or altruistic and humble?
- What is their business background?
- On what subjects (outside of business) do they have strong feelings?
- What was their primary need or concern before they spent money with me?
- Do they also shop with my competition?
- How do they use my products and services?
- What keeps them up at night?
- What bugs the heck out of them?
- What do my best customers possess that I’d like to replicate in others?
- Are they married, in a relationship or single?
- Where do they live?
Paint a clear picture by giving them a name, a nickname and a photo!
Now do the same for at least 10 of your very BEST customers. Then repeat the process for your B-type and C-type customers also.
They key is to be able to get really connected with them so you can have relevant and personal conversation with them. Now with that profile next to you, you should be FAR more effective the next time you sit down to produce a marketing piece. Not only that, but you should be able to attract more of those types of clients who make you glad to be alive. Imagine that for a difference.
Do your competitors have better answers to the above questions than you do?