I’m going to ask you to put yourself in your customer’s shoes.
It doesn’t matter what you are selling, whether it is a service or a physical product. Whether you are selling it from a shop or office, or online. I want you to forget what you know about what you are selling and look at it from your customer’s eyes.
What do they see?
Great explanation Teik, this post is motivating! Thank you.
One of the most important things to realise in marketing is that people buy with their heart, even though they try to rationalise with their head.
Let’s try this exercise with you being the customer. Let’s say that you need a new laptop, so you walk into a store that has a range of laptops laid out in a row on the counters. What is the first thing you look at?
A. You read each label to see which has the latest chip technology
B. You move from one to the other testing out the speed at which they save a document
C. You move down the line looking at which one looks the best
For most of us, it would be C, right? Be honest!
Can I just tell you that you are not selling what you think you are selling?
I can hear the umbrage you are taking right now!
“OK Teik, I’ve listened to your fancy ideas so far, and some of them have been really useful, others have been interesting, but now you’ve gone too far! What do you mean I’m not selling what I think I’m selling! I know exactly what I’m selling, I’ve been selling ‘X’ for years!”
Let’s take a breath, I’m not trying to insult your intelligence. Rather I’m challenging your perspective!
Let’s try this – quickly write down what you are selling.
Write it down before you read on and watch the video.
My book “SMART Marketing – 7 Steps To More Sales” has been on sale on Amazon and elsewhere for a year now. I have also created a 5 week online training and virtual workshop program called “SMART Marketing Planning”, and to celebrate I’m going to take the next few weeks to talk about aspects of marketing your products and services.
In this first video, I’m talking about your product’s or service’s features and benefits, and your customer’s needs.
This is the key to marketing and is a cornerstone of my SMART Marketing Plan system. Too often we read or see or hear people talking about the features of their products. Features are what your product or service is made of or the way it is designed, while benefits are the way those features benefit the customer.
Remember people don’t buy features – they are interested by benefits, and they only buy if those benefits meet their needs.
I created the SMART Marketing Plan system by synthesising my 35 years of learning and practical experience spent consulting to entrepreneurs and small businesses in the UK, the US, Asia and Australia. Why read hundreds of books and try hundreds of ideas to see if they work when I have done it for you?
I wrote about the SMART Marketing system in my book “SMART Marketing – 7 Easy Steps to More Sales” that is available from Amazon now. The SMART Marketing system is based on taking 7 easy steps to create a strategic and highly focused marketing campaign to hit your target market – rather than a wild tactical shotgun blast of marketing activity in the hope you might interest someone passing by!
Ooh! Who’s the sexy one then?
It’s the one that you think is your ideal customer, who also happens to think they like your product or service. That’s right, the sexy customer is also the low hanging fruit in any marketing strategy.
In my book “SMART Marketing – 7 Easy Steps to More Sales” (available from Amazon) I talk about how to identify your real customer (maybe not who you think it is!) and ensure that you prioritise your top messages to them.
I’m also really excited to announce that my brand new, and all-powerful, marketing training course called “SMART Marketing” is about to launch – more about that later.
This video introduces one of the 7 steps that prioritises your target market into the Attractive Customer matrix, so that you can concentrate on the most attractive segments first.
I hope you got value from that video. Did it start you thinking about how you can use the Attractive Customer Matrix to get you some focus in your marketing efforts?
If you want to know more about creating strategy and providing leadership, and growing your business, go to teikoh.com
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