If Your Customer Doesn’t Have a Problem Give Them One
Let’s go right back to the beginning and consider the first question you must get clear on to develop a winning plan. Who is your Target Market Customer?
And more importantly; what problem can you solve or them better than anybody else?
Simply put; “if your customer doesn’t have a problem give them one!
Customers only buy for only one of two reasons: to solve a problem or to gain a desire.
Your product or service is just the widget that enables it.
Presenting the customer’s desire or problem in your marketing significantly increases your marketing effectiveness.
Furthermore, solving a problem consistently creates a higher degree of action. So get clear on the problem that your customer has that you can solve better than anybody else, the key is your target market customer!
This is why my last two articles focused on the category you wish to lead.
Previously we discussed how to create a strategic position that will provide a market leadership platform that your competitors will want to emulate, (read the full article here).
We have also considered the need for a bold Brand Promise to maintain your market leadership.
Being Crystal-Clear on who your target market customer is therefore critical to the overall plan, (read the full article here).
Work through the following questions to gain clarity on WHO you need to TALK to in your marketing communications
- Describe your most profitable customers currently? (+ name an example)
- Describe your most influential customers currently? (+ name an example)
- Describe which type of customer has most potential for growth in the next 3-5 years:
- Industry type(s)?
- Revenue bracket?
- Number of staff?
- Location(s)?
- Who do you have in mind when you design product/service offering – or create your marketing communications – is it a male or female? (Choose one)
- Age
- Who influences their purchase decision?
- What does the ideal customer typically purchase?
- What is the customer’s biggest problem/ need/ desire you are solving or fulfilling?
- What key benefits do you offer to meet their needs?
- Functional
- Economic (time or money)
- Emotional (how does it make them feel?)
Work through these above questions to find your target market customer, it will help you get clear on your offer before we deep-dive your competitor landscape in my next article.
As always feel free to reach out to me.