Jul 10 2008
Surefire Success – Step 2
Look for customers who are already looking for you.
You’ve defined your marketplace, and now you need to envision your ideal customer so that you can identify his or her compelling wants and needs. What do people want so much that they will spend time to look for a way to pursue a dream and then spend money for a product that can move them closer to realizing that dream?
Let’s say, as an example, that your market is Vacation Home Buyers. You know that they have the ability to buy your product, the inclination to research it online, and the willingness to spend money on information that they believe will save them from costly mistakes or help them target premium locations.
Notice that I am talking about wants and dreams. Selling fear (“Avoid foreclosure!”) or needs (“How to Apply for a Second Mortgage”) is harder (and ultimately less satisfying) than helping people reach their dreams (“Own the beach front home you always wanted”).
Now that you know who you are selling to, it is easier to decide what to sell them. You can find what people in this niche are buying by using research tools like Google Suggests or Ad Words (yes – Pay Per Click can be a research tool). Read newsgroups and mailing lists and forums devoted to your niche to discover what people are talking about.
Think like your buyer. What would you want to buy if you were ____
Start by filling in the blank. If you were who. Exactly who is your ideal buyer? Be as specific as you can.
Why are you looking for something? Because I want to ____ Again, fill in the blank as specifically as you can. If you can’t be brief, you need to refine your idea some more. You need to target our market and that means homing in, not throwing a broad net. And notice, we are looking for the buyer’s wants.
How will this product help me? Again, be specific and brief. If you can give 5 bullet points that outline a tangible benefit to the buyer, you can shape your project to deliver those benefits.
People who are using Google to search for products are often ready to buy. Find the people who are looking for you and sell them the product they already want.
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Brilliant!