In our last blog, we looked at consumer psychology and different ways to position your offering. This month, we look at ways to get inside your ideal customer’s mindset. Once you understand why people are buying from you, you will be able to produce relevant marketing content that resonates with your customers and, ultimately, converts into more sales.
Who’s buying from you?
To get inside your customer’s mindset, you need to learn who they are and what problems they face. People buy on emotion. Marketers often create ‘personas’ which help to identify character types, e.g. Neil Smith, aged 45, married with two children, Managing Director of his own business.
Whether it’s a Managing Director, Financial Controller or a Personal Fitness Trainer, you will find that people doing similar roles tend to have similar character traits. For example, a Managing Director does not have time to read long emails containing a lot of waffle. They are likely to be managing multiple people and may have managers reporting into them, who regularly send them information. These people are much more likely to respond better to a very high-level summary of information – simple points focusing on benefits, what’s it going to cost, how soon can you do it, etc. Compare this to a Health & Safety Officer, who spends each day perusing detailed information, checking for risks, making sure the environment is safe, etc. They may require more in-depth information to weigh up the advantages and disadvantages of an offering.
Yes, this is a generalisation, but it is still a good idea to create a few personas and craft your content as if you are writing directly with these people in mind. This will help you to refine the focus of your content writing. The more relevant your content is to your potential customer, the more likely they will buy from you. Have a look at your existing customer base to see whether there are any patterns in terms of the type of people who are buying from you. Plus, have a think about the type of people you would like to buy from you. If you need help creating personas, get in touch – we would be happy to connect you with the marketing strategists we work with.
What lifestyle do they lead?
Going back to the personas, imagine the type of lifestyle your customers lead. Your customers may have children and their lives may be governed by school pick-up times and after-school activities. Or, they might not have children; they may spend their time socialising or taking part in sports activities and clubs. If your customer is a senior manager or at director level, they may have the budget to enjoy more luxurious holidays. If your customer only works part-time or below manager level, they may choose budget-level accommodation and camping trips. Yes, this sounds slightly stereotypical – everyone is different – however, this is a good way to try and find some common ground with your customers so you can communicate to them.
What aspirations do they have?
If your customers are more likely to have children (especially under 13 years), the chances are this will be their main focus in life. They will want the very best for their family and this is a strong indicator of their values. They may also have a busy career, so they might be trying to find a work-life balance too. They might aspire to find more time in the day to relax with their family. Once you start to understand your customers’ aspirations, you can steer your content in relation to their lifestyle and values.
What problems do they have?
We call these ‘pain points’ – what ‘pains’ your customer? It could be lack of time, lack of money, lack of convenience, etc. What are you offering that can help to resolve these problems?
Tip: Make a list of 3 problems you can solve with your product or service
For example, say you have produced a window cleaning product, what problem does it solve other than obviously cleaning windows? Perhaps you have a ‘smear-free’ product which doesn’t leave any residue and, therefore, solves your customer’s problem of cleaning windows without leaving any smears. Or, you may have produced a window-cleaning product with an advanced applicator to apply the cleaning liquid. Therefore, you may have created a solution to your customer’s problem of previously dealing with messy product applicators.
For service-based businesses, the ‘pain point’ for your customer could be they don’t have the necessary skill to solve their problem. For example, your customer might have a water leak and need someone with the right skills and professional knowledge to fix their piping without causing any further issues. Or, your customer might run a business in need of a professional website. They might lack the time and knowledge to develop a website, and they might not be able to afford to employ a new member of staff to produce this for them.
Conclusion: What do they need and why do they need it
To get inside your ideal customer’s mindset, you need to understand exactly why they need your product or service. What problem do you solve, what need do you fulfil, and what aspect of their life are you trying to improve? Don’t reel off the features of what you can provide. Communicate the benefits of what you are offering (for a further guide on this, see our previous blog Features vs. Benefits). Once you understand who your target customer is, you will be able to attract those people to buy from you.
If you are struggling to write relevant content that resonates with your customer’s mindset, then please get in touch – we would be happy to discuss your project.