Do you know why people aren’t buying from you? Here’s a simple approach to focus on the barriers and understand potential potential customers so you can communicate better.
In the last post, I started to look at how we sometimes lose sight of the potential for winning new customers. Marketing people can forget that there are big differences between people who know us, and those yet to experience our products or services.
So the challenge is to get inside the head of these potential customers. We need to work out why they aren’t buying from us and what we can do to get them on board. The better you understand potential customers, the better your copy and content will be.
One technique I often use when looking for new marketing ideas is to set myself a ’20 things’ challenge. I sit down and make a list until I reach 20.
In this case, here are some lists I might make, all written from the point of view of non-customers:
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20 reasons why I may not have heard of you.
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20 negative things I have heard about you or your products.
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20 great things that I would like about you or your products – if only I knew them.
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20 things that frustrate me about your competitors and their products.
If you were to spend an hour or two coming up with lists like this, either alone or in brainstorming sessions, you might open up some new ideas about reaching new customers.
Staying focused as you understand potential customers
I like methods like this rather than always relying on the usual SWOT (strengths, weaknesses, opportunities, threats) analysis and other established techniques. Those techniques have their place, but don’t you find that when you use them you sometimes go through the motions?
The ‘20 things’ technique is a bit different, so it often brings up new results. More importantly, you can choose list themes that are entirely customer focused. Suddenly you are looking at things from someone else’s point of view – an essential ingredient in any marketing planning process.
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