Want more of your best customers coming back? Of course you do.
If you have a local business that provides services, this is for you.
After you read this, you’ll know just what to ask to find your best customer and get more like them!
I’ve been helping businesses get more customers for almost 10 years. Not quite 10, but almost.
And when I say “more,” I mean a lot more. So many that they’ve called me to say they used to worry about getting customers, but now they have too many! It’s true. Now they have to figure out how to handle all the work. That’s a problem for another time.
Want more great customers? Keep reading.
Step 1: Define Your Customer
Wondering who your ads should really be speaking to? Are you tossing cash at the wrong crowd, blaming Google and Facebook for your lack of leads? Hold up, you’re missing a crucial piece here. But relax, I’ve got your back. Ready to see your ads rake in real money? Listen, because it’s straightforward and I’m about to break it down for you.
It’s about pinpointing the one who’s actually gonna buy your stuff. Not who you wish would buy, but who WILL. Big difference there.
So, how do you spot this person? Here’s the thing: it’s not a bunch of folks. It’s about zeroing in on one person. One specific age, job, income level. We’re talking about a real, singular person here.
Tip: If your description couldn’t create a real person then it’s not a real customer.
If you’ve been in the business game for a while, take a minute and think – who’s your star customer? The one who snags everything you offer. The one who pays the bill the moment it hits their desk. Wouldn’t it be a dream to have a bunch more like them (let’s nickname them “Joe”)?
Of course it would.
That’s where your detective hat comes in. You’re going to jot down every single thing you know about them. And the stuff you don’t? You’re going to dig it up.
You’re going to answer 16 questions:
- What is their age and gender?
- Where do they live?
- What is their marital status?
- Do they have children, and if so, how many?
- What is their level of education?
- What is their occupation or profession?
- What are their income and financial status?
- What are their hobbies and interests?
- What are their goals and aspirations?
- What are their pain points and challenges?
- What are their buying habits and preferences?
- Where do they gather information (e.g., magazines, websites, social media)?
- Who influences their buying decisions?
- What objections or concerns might they have about your product or service?
- What kind of language and tone resonates with them?
- What are their values and beliefs?
If you don’t know how to get this info, don’t worry, I’ll show you that too.
Step 2: Conduct Market Research
Let’s ditch the jargon. “Market Research” is really just a fancy term for “answering questions”. And how do you get those answers? Simple – you ask. Head straight to these people and get them to fill out a survey. Sweeten the deal with a little thank-you, like a gift card or a discount.
Now that you’ve got some intel on Joe, it’s time to scout for more Joes out there. Check your own customer list and even peek into your competitors’ backyard. Who knows? You might find a few hidden gems.
Hint: They’ll likely be the one commenting and liking all their Facebook posts.
Figure out what bugs them and what they’re craving. No need to stress, this stuff isn’t top secret – it’s hiding in plain sight. Just take a look at your reviews, and hey, don’t forget to snoop on your competitors’ reviews too. People are pretty open about what they want and don’t want there.
Think of these reviews as a wealth of customer insights. Ignore them, and you’re basically crippling yourself before you even start running the race.
Step 3: Analyze Your Existing Customers
Dig into your customer data to find the winning patterns. Zero in on what’s been a hit in your successful deals.
Rummage through your customer data, their feedback, and what they’ve bought before.
What’s their favorites? Do they get excited about emails? Crazy for discounts? Think back – how did you first reel in Joe?
Get excited to answer these sorts of questions. It’ll give you a solid game plan for where and how to round up more Joes.
Step 3: Segment Your Audience
Let’s hit fast forward and say you’ve got yourself a whole lineup of “Joes”. Chances are, they’re not all cookie-cutter copies. They’ve probably got their own unique set of gripes and wishes. Your move? Group together the Joes who are most alike.
Sort your crowd based on how they act or what they’re into.
The fancy term for this is “segmentation”. Sure, plenty know the word, but you’ve got something better – an actual list of sorted Joes.
Step 4: Customize Marketing Approach
Each bunch of Joes needs their own special marketing recipe.
You’re gonna whip up campaigns that hit their goals and tackle their challenges head-on.
Get right in there. Show them how what you offer can beat their challenges.
Talk straight to those needs. Make it clear you get what they’re after.
Step 5: Highlight Benefits Over Features
Focus on how your service makes life better, not just on the service itself.
Forget about selling carpet cleaning. Nobody’s dreaming about that. It’s a chore, a hassle. But here’s what you can sell: the feeling of pride when the neighbor steps in and can’t stop admiring your fresh-looking carpet. Or the peace of mind when you let your baby crawl on the floor, knowing it’s clean and safe. That’s what people buy.
Remember, it’s not about carpet cleaning. It’s about what carpet cleaning does for them.
Step 6: Craft a Compelling Story
We’re all suckers for a good, relatable story. Share ones from happy customers.
Keep it personal, stir up some emotions, make it something your audience can see themselves in.
Don’t know how to craft it? I’ll show you.
01. State the Setting:
02. Describe the Challenge:
03. Describe the Moment of Need (In detail):
04. State the Positive Outcomes: Lessons learned, or the impact it had on their life.
05. Make it Relatable: Explain how your story relates to their challenges and desires.
06. Explain How This Lesson Can Be Applied: To solve their problems or achieve goals. Include how your service plays a role.
07. Invite Them to Take a Specific Step: Whether it’s signing up a consultation. Getting a demo. Calling for more info. Make it clear how your story ties into this action.
Step 7: Test Your Marketing Messages
You gotta mix it up with your content – think different blogs, videos, ads, you name it.
Whip up a bunch of different versions and see which one really works. The one that knocks it out of the park? That’s your new MVP.
This whole thing is known as “A/B testing”. But hey, the fancy term isn’t the big deal. The real gold is in nailing the message that works best.
Step 8: Utilize Social Proof
Get those customer testimonials, reviews, and case studies out there.
Remember, people are more interested in hearing from other customers than from you. That’s a key thing to always keep in mind.
We all trust real, lived experiences. And where’s the best place to showcase them? Your website and social media, for starters.
Let them see the genuine difference your products have made in the lives of folks just like Joe.
Step 9: Monitor and Adapt
Keep tweaking your game plan to match the ever-changing tides.
Trends shift, preferences evolve – it’s the nature of the game.
Keep a close eye on how your marketing efforts are doing and what your audience is into.
Switch things up as needed to keep in step with what your customers are looking for now.
Wrap It Up
You’re now a pro at this. You’ve got the targeting down. They’re eating it up.
Keep sharpening those strategies, stay nimble with the changes, and remember, always aim to bring value to the table. That’s your winning ticket.
If you read to this point, maybe you’re thinking, “this guy is pretty helpful. I like him”. If that’s you and you’d like to see how else I can help you, click on the link and send me a message. I’d be happy to help you get more customers you love to work for.
