When it comes to growing business and increasing sales, the most successful brands don’t try too hard; they don’t constantly bleat on and on about it; they simply design their products and services around the needs of specific segments of their target audience.
Whatever you’re selling – be it food, legal services, travel, or luxury goods – one thing is for sure: no one likes to be told what to do!
Start by going back to basics and putting yourself in your customer’s shoes.
Understand your audience
What it is they like about your product? Or, even more important, what it is that’s stopping them from buying it?
Qualitative research (focus groups) and product trial (hall tests) is potentially valuable in understanding what makes your customers tick and together with quantitative research (questionnaires and surveys), you’ll be able to clearly define your target audience with more precision than ‘someone who might like what I sell’.
Design your product or service specifically for your audience and ensure it is based on a clear need, making sure you design your communications to sell the product, not as a plea to appeal to your audience. For example, if you’re appealing to an older audience and you’re selling car insurance, using the headline ‘Car Insurance that rewards your driving experience’ is far more effective than saying ‘Car Insurance for the over 50’s’. There’s nothing more off putting than being told you no longer fit the ‘norm’, even if it might be beneficial to you!
Be open to engaging the audience through new and less used channels. If you’re appealing to an older audience, research suggests that 37% of over 65’s will be using Facebook by 2017, and if your customer is more likely to appreciate a more tangible representation of your product or service (say you’re a photographer or graphic designer), consider producing printed literature which will showcase your specific skills.
We all tend to fall into the trap of looking at how we can sell more to our customers, rather than looking at what we can do for them – whilst subtle, a very important difference when it comes to successful targeting and generating more sales.
If you’d like some help on planning your marketing activities Tweet me or call me on 01273 772033 for an initial chat over a coffee!