|
you must go deeper. Much deeper.
You need to uncover your customer’s deepest and most primal desires. You
must delve into their fears, hopes, wishes, and dreams. This is the stuff
they’re thinking but don’t tell anyone. You need to move beyond the
obvious and work out how your audience thinks, feels, and acts. As Robert
Collier said…
‘‘Enter the conversation already taking place in the customer’s mind’’.
So how do you really identify your ‘dream buyer’?
Your dream buyer can be identified through Pareto’s principle of the 80/20
rule.
How?
Because the Pareto Principle is exponential!
Let me explain. We already know that 20% of your customers represent
80% of your revenue. But within that initial 20%, the 80/20 rule also
applies.
Meaning the top 20% of the top 20% of your customers (or the top 4%
overall) represent 64% of your sales (calculated as 80% times 80%).
Meaning you can laser in on the 4% of your customers who contribute to
64% of your business’s revenues, and importantly, find more customers like
them.
Your Power 4%
I call these customers your Power 4%. Why? Because they have the power
to make you filthy rich!
Once you identify your Power 4%, you want to learn all about them. Not
just the usual stuff like age, gender, location, what products or services they
enquired about, and how they found you or what channel they came in from
(although you want to know that too). You need to know them much more
intimately.
You need to read your prospect’s mind. You must be obsessed with their
passions, dreams, fears, and desires. Getting to know all this crucial detail is
what we call The Halo Strategy. It’s the most powerful strategy of them all
and the most important to get right – as none of the other stuff matters if
you can’t nail this.
Once you identify your Power 4%, you want to look at what characteristics
they share. Start with the obvious data including age, location, and
education level. In addition to this, you then need to look at what products
or services they enquired about and how they found you or what channel
they came in from. This gives you incredibly valuable information you can
use with a variety of marketing tools to find the same type of customers out
there who don’t know about your business yet.
So where do you start to discover your market’s hopes and dreams, pains
and fears, those that literally keep them up at night tossing and turning and
unable to sleep? It’s simple. All you need to get started is two or three
major keywords or search phrases around your products or services. Once
you have those in place, it’s time to do some detective work. You can
download the halo strategy worksheet at - https://resources.selllikecrazy.co/
Think about the one or two major keywords and search terms people use to
search for your products or services.
Search on Google for popular blogs, LinkedIn forums, YouTube
comment sections, Amazon reviews, Reddit, Quora, and social
media platforms. Go wherever your audience hangs out and
congregates.
Look at what your audience is saying and feeling. What are they
happy with? What are they unhappy with? Look at their concerns
and questions. Notice any themes? Are they banging their head
against the wall on the same issue over and over? Pay close attention
to the language they’re using when it comes to the existing products
and services already on the market.
Once you’ve collected all your information, organise your findings
into categories of comments or concerns that appear the most, noting
what feelings were most dominant.
Find the gaps or shortcomings in the products or services already out there.
This gap is your winning ticket and a way for you to tap into the hearts and
minds of your audience.
We’ll be using all this research in the next Phase to attract your dream
buyer.
To read the mind of your prospects and know exactly the questions they’re
asking during the research and buying cycle, the auto-suggest results
provided by Google and Bing are a goldmine of insights.
As you type into the search bar, you’re presented with an aggregated view
of the questions and therefore a hint of the motivations and emotions of the
people behind each search query. It’s perhaps one of the best but most
underutilised sources of research for content ideas.
Answerthepublic.com
The next best thing to actually reading your customer’s mind is
AnswerThePublic.com. This tool is one of the best-kept secrets in the sales
and marketing industry, and it will give you invaluable insight into what
your customers are thinking.
At AnswerThePublic, you type in your keyword or search phrase and the
tool generates a diagram of related searches. Depending on your search
term, you can get hundreds of results that give you direct insight into what
your audience is thinking, the kind of questions they’re asking, and the hot-
button issues they’re struggling with. And once you know their questions
and issues, you can provide the solution.
At the time of writing this, the tool is free, but I’m sure they will be coming
up with a paid model shortly.
It’s an absolute goldmine of data for the modern-day marketer and perhaps
one of the best but most underutilised sources of research for the questions
that plague today’s markets. Read on to learn how to get the best out of this
tool.
Let’s use ‘homebuilder’ as an example. If we start to search for
‘homebuilder’, this tool spits out all the questions people are having related
to this query:
Do'stlaringiz bilan baham: |
