By now, you’ve been enjoying what David Johnson of Epiphany Marketing has been sharing with us on marketing for several days. Don’t forget our conference calls beginning later this morning. Now here’s David…

Yesterday, we talked about listening to your customers to pay attention to the “why” behind their purchases. Today, we’re focusing more on the “who.” It probably goes without saying that another critical component in getting to know your customers and clients is that you gather as much demographic and psychographic information about them as possible.

If you’re a larger company or if you serve multiple market segments, then you need to compile this data for each of your major product or service offerings. Look at factors such as whether they are businesses or individuals, single or multiple decision-makers, one-time or recurring purchasers, their age, gender, location, background, likes and dislikes, etc. My clients and students use a 16-point questionnaire as a starting point to build a profile of their typical buyer.

The main goal for this is that when you’re working to craft a message that will impact your customers (or future customers) meaningfully, you must be intentional about who you’re “talking” to in your marketing. Your customers will ignore (read: not take action on) your messages that they don’t connect with personally. This seems obvious, but for some reason we tend to get temporarily stupid when we get to this point. Many a potentially great marketing effort has been stymied when the intended audience is left out of the equation. We end up with efforts that are focused on us and not on them - in more ways than one.

I say it often: you are not your customer. I frequently have my clients and students find a photograph that represents their ideal customer, and hang it on the wall. Then we have them craft everything as if it were intended for that one person.

Take some time to look back at your previous marketing efforts. Be honest with yourself and ask yourself how narrowly focused you’ve been on your ideal customer. Notice any trends?

Tomorrow: why it’s so easy to focus on your customer in the 21^st century. Don’t miss it!

Here’s your last chance to get in on today’s conference calls with David and myself. Does Friday work better for you? Choose your best time right away!

Have you signed up for one of the conference calls yet? Details will follow today’s guest content from David G. Johnson of Epiphany Marketing…

So far this week, we’ve focused on you and your identity as a business. Now it’s time to do something every bit as critical and just as important, if not more so: focus on your customer.

Something that continues to amaze me is how easy (and common) it is for businesses to lose touch with their customers and clients. Just as you must know your own identity, you must also get clear on the identity of your customer. This is both harder and easier than it sounds. Customers are diverse, which is why it seems to be a daunting task to keep in touch with who they are. That being said, it is critical to look for and discover the common factors in your customers that are keys to the big question: why are they buying from you?

One of the easiest - and most often overlooked - means of getting to that answer is to very simply ask the question. When was the last time you got a list of some of your best customers and called to ask them, out of the clear blue sky, “Why did you buy?”

Let me guarantee you something. If it’s been a while since you’ve done something like this, you may have some ideas about what they’ll say, but the answers will surprise you. You will learn something. And what you learn will be important.

The fact is, we tend to give lip service to the idea of listening to our customers. Listening to and getting to know them is something that occurs only deliberately and with focused, intentional effort. It’s a lot like a marriage. If it’s going to last, it’s going to take work. Sometimes it’s easier to let customers slip away due to neglect than it is to face the painful fact that they may tell you something that you don’t want to hear. I don’t know about you, but I’d rather hear that thing I don’t want to hear because I asked than by letting them speak with their dollars.

I may have to give up my pet project that is missing the mark. But, when there’s a good match between my identity (which I’m hopefully now clear on) and what the customers are begging for, shouldn’t that be my pet project anyway?

More on this subject tomorrow…

In case you missed my invitation, please join David and me for one of our conference calls tomorrow and Friday. Some of them are already nearly full, so you need to choose your best time slot right away!