You may think you know what your clients like about doing business with you. They may compliment you along the way. Some of those words stick with you.
They keep paying you and coming back for more of your products or services. Your relationship is humming along — and you start to realize they are special. You want more customers like them.
Something is different about them. In fact, a few somethings may be different:
they pay you with ease
there’s a synergy
you look forward to connecting with them
Why is that? How might you get more of those and fewer of the other?
The answers go beyond the obvious. Yes, you provide a service or product they want. They generally respect, appreciate or even like you.
The synergy comes from a place most traditional market research results won’t reveal: the exact way they describe the benefits of doing business with you in their own words.
Your marketing messages could be magnets for more of those ideal clients and awesome customers — and not grab the attention of the others — by design.
You have something to say, sell or provide. Odds are high you can’t (or don’t want to) serve ev-er-y-one. What would life look like if more of your customers were freaking awesome?
It’s totally possible. Here’s how: ASK them. Be specific. Be ready. Ask at least three of them for five to seven minutes of their time. Find out what they enjoy about doing business with you. Even if you’re selling dog food, there’s a reason they keep coming into your store — and it’s beyond the convenience factor.
Dig a little deeper into what they say the benefits of doing business with you are by asking a follow-up question or two. Take wicked-good notes (or ask their permission to record). Start to gracefully weave into your marketing messages THEIR WORDS.
Yes, you have something to sell or tell people. If you want to do more business with your favorite types of people (and have more fun as your business grows), interview the ones you already know. They’ll tell you what matters.
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