So, who are your customers?
When I ask a new client this question, they almost always reply with some demographics; average age, location, income level, etc.
Whilst demographics are certainly useful, they’re just a piece of the picture.
From a marketing perspective, you’ll find it massively more valuable to know things like:
- What do they believe?
- Who do they trust?
- What do they care about?
- What improvement are they looking for?
- What do they talk about?
- Who do they talk to?
- What do they fear?
Equipped with demographics, you’ll know who to target with your marketing.
However, to get them to buy from you, you need to know what matters to them.
That’s where the money is.
For instance, I was motivated to share this with you today, after learning a new client has increased their revenues by over 150% since the end of summer. Their profit margins are even higher. By focusing on the right things, correctly, we were able to increase their fees and their conversion rate. This will further increase in the coming months.
So, take the time to get it right.