Marketing your business can either be really challenging or really easy.  The deciding factor is how much you truly understand about your customer.  Do you really truly understand him or her?  You probably think you do, but I bet you don’t.  Even if you think you understand him right now, I bet after a little while spent thinking about it, you will agree that there is more to know.

We spend so much time telling stories about our company’s products and services.  Yet, we don’t spend nearly enough time figuring out exactly who we should be selling them to.  If we knew every last detail about the customer, it would become completely obvious how to sell to them.

We need to know the following things:

1)      Why is that person really buying our product or service now?  Are they buying the car because they need transportation or are they buying it because it gives them status?  Do they want a brand new car because it is reliable or because they want their coworkers to envy them?  What really makes them tick?

2)      What keeps your customer up at night?  What do they worry about?  What are their greatest fears?  What makes them angry?

3)      How can you position your product or service to address those fears?

4)      What pictures has your customer conjured up in his own head already about things going wrong for him?  What words or phrases can you use to remind him of those awful pictures he has already imagined in his head?  What keywords will trigger those pictures?

5)      What keywords will cause him to conjure a picture in his mind’s eye of you completely satisfying this situation?

6)      What doubts will enter his thought process at every stage of the imaginary movie in his head?  How can you pain the picture for him so that he sees everything happening smoothly without a hitch?

Figure these things out about your product or service and it will sell itself.  You will have customers beating your doors down to get a hold of that product.  Great products sell themselves because the company has properly identified the benefit it provides.  Then that company has made people aware of that benefit.  This is marketing in a nutshell.

When you truly figure out your customer, the rest will take care of itself.  The approach you should take with your marketing and advertising will become quite obvious.  If there is any lack of clarity as to what you should do, then you have not spent enough time or resources really getting to know what is motivating your customers to buy.

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