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What do you need to know about your customers? Hi I’m Brian Pombo welcome back to the Orange Office here in Grants Pass Oregon. I don’t know why I do this. Every time I’ve re-adjust myself, nearly every single time we sit down and I introduced myself, I re-adjust myself in my chair. It’s just a little weird thing that I do.
So welcome back. Today, it’s going to hit you hard if you’re a business owner of any type or if you’re an executive in a business and you really take what I have to tell you today to heart, we’re going to discuss marketing. I know marketing, it scares the bejesus out of anybody that doesn’t like talking about marketing or doesn’t like dealing with people that deal in marketing.
There’s a reason why it bothers you so much and if it doesn’t bother you, I’d love to hear what you think about what I have to say today.
I’ve got this water sitting in the background. What I want to talk with you about is this concept that I’ve brought up before, which are the three main steps behind marketing. And they are Market, Message, Media.
In other words, starting out with your who, your end market, your customer, your clientele.
Who is your market?
Who’s going to be buying from you?
What’s the message, what do you want to tell them?
What do you want them to do?
What is your message to them?
And then going to the where and when the media end of things. Where and when are you going to deliver the message to who? Starting up here and going the opposite direction. It’s the opposite of what most people do. Most people start down here, they say, “we’ve got to have Facebook ads.” Okay, what are we gonna do about it?
And then they start thinking about their message in their market and everything. After they start out with a product, they start out somewhere in the message area with a product or a service and then they go, “well, okay, where are we going to talk about this and everything?”
And they cut out the most important thing, which is the WHO, the human being.
On the other end of the purchase is who you should be thinking about most often. Today we’re going to be talking about the WHO, your customer, what do you need to know about them that you either don’t know right now or haven’t thought about hard enough that will make everything else that you do in marketing so much more simple.
The people who you work with, either a marketing firm that you’ve hired, advertising firm that you’ve hired, your marketing team that are in house.
Oftentimes if they are talking about marketing and it confuses you, then they don’t know what they’re talking about. Marketing should not be a confusing thing. Marketing is a simple thing. It’s as simple as this as who, what, where, and when. That’s what marketing is.
All it is is the communication of a message. And this does doesn’t only refer to business either, but if any of this is making sense to you, and I’m going to go a little bit more into the who as we go along here.
But if any of this makes sense to you and you happen to be in the self-reliance field, meaning you have products and services that help people become more self reliant, you’re someone I’d love to talk to. Go to DreamBizChat.com, the link is in the description. If you go to DreamBizChat.com there’s a video there, eight and a half minutes long.
Go and watch it. Tell me what you think. If you’re interested in what I’m offering there, it’s free and what I’m offering is free. Then fill out the application and see if you qualify for the free chat with me. DreamBizChat.com.
Now back to the concept of the market, the WHO, who you’re going after. When I first heard this, it made perfect sense to me. It made sense and I was also irritated and sad that I hadn’t spent enough time focusing on the WHO and so you want to think about the demographics.
It might be common thing so you know where they live. How old are they? Are they male, female?
What are all the things surrounding this person in specifics and then you want to focus on the psychographics, which are, what is there a thought process that’s leading them to the point of being an ideal customer for you?
What are they thinking?
Where are they coming from?
A great book out there, it’s a nice little short book called Magnetic Marketing by Dan Kennedy. This is a relatively new book. It’s based off of the concepts that he’s always talked about and he’s talked about in many books, but this is a nice simple read if you’re just looking for a primer on a direct response based marketing and so forth.
In here he talks about Market, Message, Media and he discusses questions you need to ask yourself about your market.
Here’s some great ones.
“What keeps them awake at night, staring at the ceiling, unable to fall asleep as it relates to your product or service.”
That right there is powerful question.
What’s keeping them awake at night that you can help them with?
What are they frustrated about?
What is causing them pain right now as it relates to your product or service?
What is the single biggest problem that you can solve for them?
What do they secretly privately desire most?
Those are some good psychographic questions that you need to be asking. You need to ask where are they at? What area of the world do they live in? Where don’t they live? You know, what are they thinking? What’s going to lead them to not only purchase from you once, but twice or multiple times?
Depending on what your product and surface are is how is that different and you want to think about who is not your market. That’ll be helpful because it helps you to determine how the rest of your marketing goes along.
These are the questions you need to be asking. Who is this person you could go by if you already have clients and customers, who’s your favorite, who’s the best? What would make them even better?
And then you can take it backwards from there. If you’re starting from scratch, even if you don’t have a product or service yet, if you can find a market that wants something that you can help them get it, that’s the secret behind all good business.
It’s as simple as that. Don’t complicate it. Tomorrow we’re going to be talking about message, the what and a huge piece of the message that most of us miss, especially in our marketing, especially in our advertising.
You’re not going to want to miss it. We’ll see you tomorrow. Have a great night and get out there and let the magic happen.
