A few days ago I introduced this challenge to my readers, to help me write the second edition of my book, :The Entrepreneur’s Notebook.
Every few days I present a piece of the original text, and ask for suggestions or additions. Contributors will be included with credit in the revised text, which will be released some time next summer.
Today’s Text comes from the Section on YOUR CUSTOMER IS A THREE DIMENSIONAL BEING
Do not ever lose sight of the fact that your target customers are more than just numbers. Behind the demographic segments there is a psychological element as well. This psychological component includes interests, problems, values, philosophy and motivations.
Interests – What do your potential clients think about? Where do they spend their time? How do they react to things? What’s important to them? What fascinates or intrigues them?
Problems – What do they find annoying, disturbing or frustrating? What are their aversions? What do they dislike? What do they fear?
Values – What do they hold in high regard? Where do they put their time and their money? What are their politics? What do they take a stand about? What and who do they admire?
Philosophy – What is their attitude to life and business? How do they approach challenges? Are they optimistic and accepting or pessimistic and cynical?
Motivations – What makes them take action? Do they move away from things or move towards them? When will they commit to something? When will they ignore advice or accept advice?
The more you know about these psychological elements, the easier it is to write effective marketing copy. As you create a very specific description which gives your marketing focus, it is important to balance the description with an analysis of the attractiveness (factors such as profitability and potential sales) of the segment.
Do you have examples of how you have used these psychological elements to target or attract your clients?