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How to Know What Your Customer Needs One of the biggest mistakes that marketers make is in the way they approach their customer. They have something that they want to sell. They either have an online product, or a business service, or their own personal services. Whatever it is, they start focusing on what they want to sell first, and then they start coming up with features and benefits and so forth, instead of focusing on the customer. What I always advise people to do is take a few steps back before you even introduce the product, and think about who your customer is. What’s on his or her mind? You want to get into your customer’s head a little bit with some specific questions, and once you do that, it makes it so much easier to write copy that really works. And then I go a little deeper. I don't just try and figure out what they need. I would ask this question:''What is the one overriding problem in their life that they haven’t been able to solve, or that they believe is too expensive to solve, or too difficult to solve, that you can provide a solution to?'' Figure out what that problem is, and how they talk about it, how they think about it. Now you know who they are, and you know what their problem is. You now think, ''What is the biggest promise I can make about the unique solution that I can offer them? And can I subsequently prove in my copy that I can deliver it?'' People go through those steps. Figure out who’s the customer, what’s their problem that you can solve, and how do they talk about or think about the problem, how are they aware of it, how do they experience the problem? Start there before you start writing your copy. You'll be miles ahead of most everybody else, and you stand a good shot at making some sales.
(C) 2007 Mitch Meyerson |
