Friday, April 23, 2010

Who's your ideal customer?

How often do you really sit down and think about who your ideal customer would be?

I did this excercise with a client recently. I started off by narrowing down the size of business, then the sector and finally came up with some suggested target customers.

But what really developed from this was the ability to write some compelling material for their website that would focus on the problems and issues that business (and ones like them) probably have.

Writing grabbing headlines and sub text that tunes into the day-to-day business problems they confront and then showing how you can solve them is a great way to get your prospective client excited about you and your services.

I often use the process outlined by Andy Bounds in his book, The Jelly Effect, to really get to the route of why customers might buy from you. Getting away from what you think they want to buy and understanding what they want to buy can make a big difference to the results of your marketing efforts.

Try it yourself and see what you come up with, then try the wording on your website. Measure the results in terms of conversion rates over a few days and draw your own conclusions.

If you need help - just ask!

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