Page 33 - Duct Tape Marketing

Chapter 2

All About Customers

In This Chapter

ᮣ Getting to know who buys from you
ᮣ Charting your customer graphics: geographics, demographics, and psychographics
ᮣ Mapping when, how, and why your customers buy

Every marketer mulls the same questions: Who are my customers? How
did they hear about me? Why do they buy from me? How can I reach
more people like them?

Successful businesses use the answers to these questions to influence every
product design, pricing, distribution, and communication decision they make.

ߜ If your business is going great guns, use this chapter to create a profile
of your best customers so that you can attract more just like them.

ߜ If your business feels busy, but your sales and profits are weak, this
chapter can help you differentiate between the customers who are cost-
ing you time and money and the ones who are making you money. Once
you know the difference between the two, you can direct your marketing
efforts at the moneymakers.

ߜ If your business has hit a frustrating plateau — or worse, if your sales
are sliding downhill — you need to get and keep more customers,
period. That means knowing everything you can about who is buying
products or services like the ones you’re selling and what it will take to
make those people buy from you.

Business owners don’t work for themselves; they work for their customers.

This chapter places your perspective on the only boss that really matters in
business: that person over there with an open billfold.