Identify & Research Your Target Customers
This is where we're gonna start really thinking about our customers. Now guys, I know. You have done ideal client profile exercises, client archetype exercises out the wazoo. I don't do those things. Because I don't think they're very effective at all. What I do do is something a little bit different. We, where I come from, like to talk about real people. And listening to real people. And really using what real people say, not profiles, not archetypes, to actually understand how we need to talk about the products and services that we sell. How we need to market them so that people do get it. So I don't want anybody to tune out. This is not about creating an ideal client profile. In fact, what we're gonna do over the course of this lesson is talk about seven different ways you can listen to the people that you want to have buy. So that you can use that information then to build campaigns that practically build themselves. And that's what we're gonna do in an upcoming lesson. So first of...
all this is Sean. And Sean's my partner. As you can see, he is a mountain man. Well I picked up this mountain man out in the coast of Oregon. And a couple of years ago I scooped him up and moved him back with me to the east coast. He is not an east coast boy. When I did that he left behind his job, he left behind all his friends, and he moved to an area where he knew nobody. And we decided that he would pursue his photography and pursue writing and all the creative things that he wanted to do instead of going back and getting a bar tender job like he'd been doing for years and years. I was used to working from home and being alone all day and all the things that come with that. But it was very new to him. And this man who had always billed himself as an introvert started getting a little twitchy with all the alone time he now had. And one day we were sitting in the living room, drinking coffee. I was getting started with work. He was reading the paper. And we heard the pitter patter of the mailman's feet up our porch delivering the mail. And Sean burst out of his chair and opened the door so that he could say hi to the mailman. (audience laughs) And when he closed the door and started walking back to his seat I just looked at him like "What was that?" And it was at that moment that we realized Sean is an extrovert. (audience laughs) No, seriously guys. We had been together for three years at that point. And we were both like "Yeah, introverts. "We are so cool. "Introverts are the coolest". And so this was a real identity crisis for him. Realizing that he actually needed human interaction. (audience laughs) He needed people to talk to. And more important, he needed people to listen to him. (audience laughs) And so we started coming up with a game plan. "How are you going to get your extroverting in "every single day". And the way he has done that to this point, and he problem would not love me sharing this, but is to go to our local pub. We have a fabulous pub in Lititz, Pennsylvania where we live. It's been rated the number one beer bar in Pennsylvania for the last few years. Which if you know me, you know is a very big deal. And so he goes down to this pub pretty much at 3:00 almost everyday to talk to whoever is there. And he's obviously, over the last couple of years, he's developed some friends and good relationships with some of the regulars there. But sometimes he just loves meeting new people. But what he's told me, and what he's realized over the last couple of years of figuring out what's it like to meet new people. What's it like to explore this side of himself is that there are some people he meets that just want to talk. They have no interest in listening to him. They have no interest in having a real conversation. They're just there to talk. And he can't stand that. He loves the back and forth of really good conversation. He loves when people are actually listening to each other. So that they can reach somewhere new with the conversation. They're not just rehashing the same old crap. They're actually learning new things as they're talking. And you know that has really gotten me thinking about the way a lot of marketers approach listening to their customers as well. There are a lot of marketers out there that listen to their customers but only ever to sell them on that next thing. Right? It's not to understand. It's not to better meet their needs. It's just to get the right sales message. Just to get that right phrase that's gonna get them converted into being a buyer. And Steven Covey knew this too. He said "Most people don't listen with the intent "to understand; they listen with the intent to reply". And so yes. Listening to your customers, better understanding the people that you actually want to have buying your products and services is incredibly important. But it's not just to understand what that magic phrase is that's going to get them to buy. It's actually to understand what their needs are. How they talk about those needs. How you could better meet those needs. How you can help them better reach their goals or fulfill their desires. And that's why listening is actually the most important skill of marketing. Yes marketing is about communication and it's about creating connections with people. But you can't communicate and you can't create connections until you're really listening to understand and not just listening to reply. And even more than that, you can't listen to customer profiles. You can only listen to real people. And so first, we need to decide who you're going to listen to. So right now, right this very moment, I want you to think of three people at least who you want to have buy your next product or service or offer that you're selling. Three people. Write down their real names. You don't have to write down anything more about them. Their first names are fine. This is just to jog your memory. But I want you to do it right now. You at home too. I want you to do it right now. Who are those three people that you want to have buy your next product or service? Because you can't listen until you know who you're listening to. Right, you got it? Three people? At least two. You got two? Alright. So like I said I'm going to give you seven different ways that you can actually listen to or research your target customer. So it's three people you just wrote down. Of course you're not just listening to those three people. You're gonna listen to more people than that. But that gives you an idea of where to go find them, what you need to learn from them, how you need to figure out better what they need. So we're gonna deep dive into each one of these. But just to give you an idea of where we're going. We're gonna talk about social listening, so using social media as a listening tool and not a broadcasting tool. We're gonna talk about front end surveys. In other words surveying people before they buy. We're gonna talk about back end surveys. Surveying people after they buy. We're gonna talk about market trends. Analytics. Trust me this is not going to go into a google analytics class. I'm just gonna talk to you a little bit about that. Don't panic. Prospect interviews. And then finally, live presentations.