Attract Your
Dream Customer
by: Wendy Maynard
Have you clearly defined your target audience? These are the prime
buyers of your products or services. It is the people or organizations
you are pursuing actively as customers. You don't need every customer
in the world! You need the ones who are a good match for YOU. The
more specific you are, the more effective your marketing campaign will
be.
But, let's take this concept one step further. You can develop
specific strategies that will attract your DREAM customers. These are
the people who are best suited to purchase your product or service.
A dream customer is someone who:
You want to work with and enjoy. For example, if you're wild about
horses, why not specialize in the riding industry? Needs and values
the product or services you provide. Is willing and able to pay what
you need to charge. Views you as an important resource - an expert.
Has problems and goals you care about. Is loyal to your business and
not easily swayed by competitors. Is delighted to do business with
you! I can hear you asking: "Is it really possible to attract dream
customers?" The answer is a resounding YES! The key is to absolutely
know what sets you apart and to make a DIFFERENCE for your customers.
In all of your marketing materials, be professional, creative, and
consistent. And, always focus on the exciting benefits you offer to
your customers. Don't fall into the trap of using boring
feature-focused marketing phrases.
Here are some examples of boring, feature-focused marketing:
We provide excellent customer service. Our firm has been around for
25 years. We're a full-service company. The XYZ product is the best of
its kind. Why is this boring marketing? Because there is nothing
unique or remarkable about these statements. They focus on features,
not benefits. And, they are the exact same messages your competitor is
using. Yes, these sentences may be true. However, they do nothing to
set your business apart. These phrases are not going to magnetize your
dream customer.
Instead, you have to THINK like your customers. Meet their specific
needs and solve their unique problems. In your marketing materials,
tell them about the unique benefits your company provides. Make sure
your business is memorable. If your customers can't remember you, they
can't tell others about your services or products.
Examples of benefit-based statements to attract your DREAM
customers:
Sales Trainer: "We will take the fear out of selling." Cosmetic
Dentist: "A smile makeover can make you look years younger." Mortgage
Company: "We'll find the right loan for you at the best price." These
statements work because they are focused on what a customer will get.
They solve a problem. And, they show an understanding of people's
challenges and plans for the future. If you want to be a magnet, ask
your current customers what they like about you. Also, ask them what
you can do better. Feedback is a great way to build your dream
customer base.
Remember, you only get one chance to make a first impression. So, be
proactive in your marketing. What do your current marketing materials
say about your company? Are they creative? Do they look professional?
Is your branding consistent and based on a theme? If you answer "no"
to any of these questions, your marketing may not be working to
effectively pull in your dream customers.
ACTION ITEM: Write down the characteristics of your DREAM customer
and then write down the unique ways your business can meet their
needs. This week, take one step toward making your company a customer
magnet.
About The Author
Copyright C 2005, Wendy Gray Maynard, Kinesis
Wendy Gray Maynard is the co-owner of Kinesis. Kinesis specializes in
marketing, graphic design, and business writing. Visit http://www.kinesisinc.com" target="_blank">http://www.kinesisinc.
com for more articles and free marketing wisdom.
Want to harness the power of kinetic marketing? Sign up for Kinesis
Quickies, a free bi-monthly marketing e-newsletter: http://www.news.kinesisinc.com" target="_blank">http://www.news.
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