Understanding your customers
Wednesday, 05 May 2010 15:48 | 
Written by Vanessa Lanham | 
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According to AdMan Peter Druckner, ‘the aim of marketing is to know and understand your customer so well that the product or service fits him perfectly and sells itself.’
You need to think like your customer.
You have to understand your customer – get inside their head.
Create a customer AVATAR for your most important customer types:
- What are their common fears, frustrations, pains or urgencies with regards to their personal wealth and financial planning?
- What are their wants and aspirations?
- Describe some of their common experiences and the reality as it applies to them
- Do they have common irrational fears?
- Create a personality for this client – Bob, aged 55, works as an engineer, married with three kids, lives in Solihull etc– get to know him like your best friend.
- Now review all of your messages from Bob’s perspective – how can you make them more powerful and personal to him?
You may need to create more than one customer AVATAR, which is fine – you need to fully understand them all in order to target your messages directly.
But be cautious – he who markets to everyone will have no-one as customers! It’s easy in a tough market to try to broaden your appeal – DON’T! Narrowing your target is a much safer option.
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