Who Are Your Customers?
You need to know who your customers are in order to grow a business. We start every project with an exercise to help us create “avatars” (also known as Personas or Customer Profiles) that represent our customers. Picking out a few of the major types of customers for your business and thinking through their wants and needs allows you to better engage these customers. But also you need to understand their levels of awareness. Breakthrough Advertising by Eugene Schwartz does a great job of breaking this down; but the book is several hundred dollars. So here is a bit of a summary. First, we break customers down into four groups:
• Customers who don’t know your product or that they need your product
• Customers who don’t know your product but know that a need for your product exists
• Customers who are aware of your product and they have a need
• Customers who are ready to buy your product but have not yet.
You need to treat each of these customer awareness groups separately. An ad for converting group 4 while they are in your store will work less effectively on someone in group 1. You can read more about this in Chapter 1. Map these stages out and let them influence when and where you communicate.
This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.