Page 132 - My Marketing Sucks Book

● What do you like most about XYZ?
● Which of the following were most important to you when making your
purchase?

The answers to questions like these will give you a glimpse into the world of John
Smith. For you, it may give you the ability to clearly see the world through John

Smith's eyes for the first time.

Your Unfair Advantage #21:
Get to Know Your Customers Wants, Desires, Fears and

Opinions Intimately to Create Powerful Marketing

It's amazing how excited our clients get when they learned a couple strategies like
surveying. The amount of ‘golden nuggets’ that are found which help you get
more customers, keep the one’s you’ve got longer and getting them to spend
more with you are substantial when you aggregate all of your client’s answers and

opinions.
What if you found out that your customers don't read a newspaper on Sunday’s?
What is the likelihood that you would continue to advertise there? If you found
out that 80% of your customers love the fact that you open at 6 a.m., would you

even consider changing your opening time to 7 or 8 am?
What if your customers told you the number one reason they use your service is
because you are located close to home or work? Would you spend even one

dollar advertising outside of a 5 mile radius?
Of course not.

One of the most important business concepts we say over and over and you need

to follow is: Find out what people want and give it to them.
When you find out their WANTS, you will have developed an understanding and
empathy with your John Smith.

In business, John Smith is your best friend and key to your success.