Episode #275 – Learn Who You’re Customer Is to Understand How to Create Your Messaging

“The aim of marketing is to know and understand the customer so well the product or service sells itself” PDrucker

Last week the inspiration was that it was the businesses job to be memorable for the customer not for the customer to remember the business… well today’s perspective is equally important.

Here’s the scoop.  We live in a really cool era of marketing. Unlike 15 years ago when we placed an ad in the Yellow Pages and hoped for the best, we now have control.  It’s very “easy” to place an ad on Google so when a customer is looking for product they can find YOU.  FYI, I say “easy” in quotations, because you do have to have some skill to do this task, but the concept is easy.

Now… what about the reverse, what about when you are looking for customers.  Facebook is a valuable resource to target a tiny niche!  This is the coolest part of marketing to date.  BUT… and I caution.. BUT, you need to know your audience.

We offer a boat club.  It’s a great way to enjoy the lake.  You buy a seasonal membership and gain access to the boats in our fleet.  It’s a wonderful way to boat frequently without having to buy a boat.

Here’s the deal, in terms of knowing and understanding your customer… a few years back you’d place that ad in the Yellow Pages and anyone on the planet would see it.  Now, you have the ability to place an ad on Facebook… but trim down your audience to geographic area, gender, age, hobby, kids, etc… imagine if you could have a Yellow Pages for Women 28-35 years old, that live within 10 miles of your business, that have elementary school age kids that have a magazine subscription to your industry leader.  YOU CAN!!!!

It’s like being give the best gift on the planet for marketing.  However, if you do not really understand your customer you’ll have an issue. You will waste your money, quickly.  You need to understand what they want, what they like, and who makes the decisions.  Because, if you target women and actually the man is doing the shopping… you will miss out on a whole lot of success.

Start asking new people how they found out about your business and track this information, also take time to analyize your current customer base.  Really learn where they’re from, what their age is, and who is in their “family” — this is a great start and as time goes on you’ll start to discover what messaging to use.  This is an important part of how marketing works these days!


Big Money Small Change Success
Character + Content/Consistency + Goals/Motivation + Customers =
Infinity Marketing Machine

PS: thanks for reading!  I really appreciate you being here.  Make sure to “like” this post… and follow me! (and please do me a favor… if you want more great ideas like the one in this post, just fill out this form and I’ll send them to you…  start here


Action Steps
1- Take one profit center from your business and define your ideal customer… what is their age, town they live in, gender, family status.  Then go deeper and figure out if they’re the decision maker and what hobbies they have — this will help you scale down your ads – especially for Facebook!
2- Install my free app! (SmallBusinessClubApp.com)

Listen to Episode #275 of the Two Minute Commute audio blog Podcast


Infinity Marketing Machine Daily Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This!


Episode #191

You can learn to create customers that create customers.  It starts by recognizing your ideal customer.

The way to determine your ideal customer is to think of your ultimate customer, right now!  Who is this person… now this is a very important exercise to complete.  It is particularly important on the days when you are bummed out because you have a difficult customer and working together is a chore.

Avoid the chore.

Focus now, on who the ideal customer is for your working style.  Imagine if that one customer you absolutely love to work with suddenly multiplied into 6 people, how awesome would your day be?   This is what I’m referring to, take the time to put down onto paper what makes the idea person ideal…

Do they pay on time, love your style, give you creative freedom, tell their friends… once you can figure out why you enjoy their business you can go after who they are.

Remember one of the coolest things on Facebook is that you can advertise and get very specific on your targeting.  If you choose to create an ad meant to bring customers to your business and these customers are men age 27 to 25 that live 10 miles from your business that have bought a new house in the last 6 months, you can find them.  Personally, that’s a little overwhelming to me, but you really can do this.   This “who” profile is important, but the “why” is even more important.

You need to get into the head of your ideal customer.  Really figure out why they need your product or service.   You don’t sell financial planning.  You sell the “why” they need financial planning, for example the photo of their entire family on the beach in the Caribbean or a the dream of graduating from college.  These are the reasons they’re using your services.

Developing your imagery around the “why” and using the targeted demographic information of your ideal customer will magically make them appear.  Really, it will!

Give it a shot.  You need to enjoy working with the people that select your services, otherwise it’s silly to take all of the risks of a business owner, if you can’t stand the people showing up at your door!

SME + Content/Consistency + Goals/Motivation + Customers = Infinity Marketing Machine

PS: Make sure to “like” this post… and follow me!  (and please do me a favor… if you want more great ideas like the one in this post, just fill out this form and I’ll send them to you…  start here)


Action Steps
1- Create an ideal customer using a current customer as a guide, determine their demographics.
2- Get into their head and figure out “why” they need your product and create your words and imagery to sell your product to them!
3- Install my free app! (SmallBusinessClubApp.com)

Listen to Episode #191 of the Two Minute Commute audio blog Podcast