a 2-minute read
What would your answer be to the following question:
“What takes one customer from zero knowledge or awareness of your business to being a repeating and referring customer?”
Would it be:
- Some of your best features?
- Your company’s excellent customer service?
- Your product’s winning USP?
Most business owners look to their business for the reasons why they are succeeding. While they understand the processes their business uses to make money at a high-level, they have little understanding of the intricacies of exactly why their system works.
That’s why in order to truly uncover optimization opportunities in your business, you need to become customer-obsessed. Let’s look at how exactly you can do that.
Why You Need to Get to Know Your Customers
Your customers are not all the same. You might have already identified some key groups of customers based on their demographics or buying habits. These different customers all buy the same product or service from you – but for different reasons.
Depending on who they are and how they found you, they will want different information from you and have different objections before they make a purchase.
Let’s look at a concrete example in more detail.
Imagine you sell something simple, like flashlights. People are going to buy your flashlight for different reasons:
- Use at home.
- Outdoor use and survival.
- A gift to someone else.
Each one of these customers will buy your flashlight. But each one of them will come to the buying journey with different objectives, objections, and incentives to buy.
How to Step Away From Generic Messaging
In order to attract the person looking for a flashlight for home use, you might want to explain:
- Why this is the best flashlight to keep in your home.
- How long it lasts if they leave it on in a drawer and forget about it.
- Why having a flashlight at home is important.
- Situations when they might need a flashlight.
The person who’s buying it for outdoor use might want to know:
- How portable or compact it is.
- Whether it’s waterproof or works in all temperatures.
- How and why other hikers are using this flashlight.
The person looking to buy a gift might want to know:
- Why a flashlight makes a great gift.
- Gift wrapping options.
- Return and shipping policy.
If you’re too focused on shouting about your business’ features, you might miss some of these particular and focused points that potential customers are looking for. Think carefully about why people might be coming to your business and seek to answer their questions, rather than highlight what you think they should know. The questions need to come from them.
Some Final Thoughts
While some businesses are spitting out a generic message to everyone, wasting their advertising dollars and getting mediocre results, businesses that are customer-obsessed are going to be targeting the right people with the right messages at the right time. By creating an experience that is unique to their needs, you make them far more likely to buy your product.
If you want to find ways to personalize the messaging you’re sending out to your audience but aren’t sure where to start, we at ConversionAdvocates are ready to get started. Don’t hesitate to reach out to our expert team; we’re here to help!