Welcome to Understanding Your Who, a powerful marketing method that will transform the way you think about your customers and your business.
As Dan Kennedy, the author of Magnetic Marketing, famously said, “Business owners are not in the product or service business. They are in the transformation business.”
So, what does this mean? It means that your job as a business owner is not just to sell a product or service, but to understand your customer’s underlying needs and desires.
This is the key to creating marketing messages that truly resonate with your audience and make them want to do business with you.
The Story of the Drill Bit
Let’s go back to the example of the guy looking for a 3/4″ drill bit. As we might surmise, he doesn’t really want the drill bit – he wants a 3/4″ hole.
But what’s the underlying need behind that desire? In many cases, it’s about pride and a sense of self-worth.
Maybe the guy needs to hang a picture on his wall. Okay, maybe not with a 3/4″ hole. But he wants to be able to do it himself, rather than relying on someone else.
Or maybe he’s working on a DIY project and wants to feel a sense of accomplishment when he finishes it.
Understanding Your Who
This is where understanding your who comes in.
By digging deeper into your customer’s motivations and desires, you can create marketing messages that speak directly to those needs.
For example, if you’re selling a drill bit, you might create a marketing message that emphasizes the sense of pride and accomplishment that comes with being able to do things yourself.
Or you might highlight the convenience and time-saving benefits of using your product, so that the customer feels like they’re getting more done in less time.
The Key to Understanding Your Who
But how do you really get to know your customer on this level?
It starts with research. You need to gather as much information as you can about your target audience – their demographics, their interests, their pain points, and their goals.
This can be done through surveys, quick online polls, or simply by talking to your existing customers and asking them what they really want and need from your business.
Yes, it takes effort. However, the greatest benefit at the end of the day, is connection.
Crafting the Message
Once you have this information, you can start crafting marketing messages that truly resonate with your audience.
This might mean highlighting the emotional benefits of your product or service, rather than just the features and benefits.
Or it might mean tailoring your messaging to different segments of your audience, so that you can speak directly to their specific needs and desires.
Every marketing message needs to contain the words and phrases that you now understand about your customers, deepest desires, their pain and their dreams.
Putting Your Who First
Ultimately, understanding your who is all about putting yourself in your customer’s shoes and really understanding what they want and need.
By doing this, you can create marketing messages that are more powerful, more effective, and more likely to lead to sales and long-term customer relationships.
So, if you’re ready to take your marketing to the next level, start by understanding your who – it’s the key to magnetic marketing success! Then, book a call with me so we can help you better understand your who.