How to find the perfect customer for any niche
Why do most business owners fail? Its because they try t0 sell to anybody and everybody.
I understand that if you sell to everybody you are going to sell more stuff but in reality that is the best way to not sell anything.
If you want to get your roof fixed who would you go to, the guy that fixes everything or the guy that specifically fixes roofs?
Of course it's going to be the roof guy right? Of course and the reason why is because he specializes in one thing and he is great at it instead of being ok at a lot of different things.
The same goes with internet marketing and network marketing. You don't want to target just anybody with your products and opportunity, you want to find that perfect customer so you can become great at speaking to them and them only.
That doesn't mean nobody else is allowed to buy from you, we just aren't going after them.
This goes for any niche, and trust me when I say that no product is special because there is a perfect customer for everything.
You are often going to hear the perfect customer called an avatar, persona, or customer profile but they all mean the same thing.
How to identify your ideal customer
Now that we know that we aren't selling to everybody we need to figure out the people that we are selling to. In order to do that there are a couple of steps we need to take.
Know your products and opportunity
Before you start selling you need to know exactly what you are selling.
Who are those products for and which product are you going to promote?
We aren't going to be selling all of our products at one time. Customers are welcome to buy more than one thing but that is not how we are getting them as a customer.
Think about Tylenol, there are plenty products that the company sells but they don't advertise them all at one time. When you see a Tylenol commercial on T.V. they are solving one specific problem.
One commercial talks about people who have headaches and they promote Tylenol to get rid of it, another commercial is for people who can't sleep and they sell Tylenol P.M. for it. Another commercial is for people who have a sinus problem and they sell Tylenol severe sinus.
See what I mean? One specific product for one specific problem.
All we are doing in marketing is finding a specific problem and providing a solution for that problem.
Who is your opportunity for?
Your opportunity is not going to be for everybody either.
This might sound a little harsh but the majority of people have a mediocre life and they want to keep it that way. They just want to go to their job everyday and buy the next phone. They enjoy the cycle and they don't see a reason to break it.
So there is no reason for us to target this person because they don't see the value in your opportunity.
What you do want to do is find people who are looking for you. It doesn't matter if you haven't done a single piece of marketing yet. In fact this post is easier to use if you don't have any content out yet because we don't have to go and change things, you can just start now with your ideal customer in mind.
There are groups of people to target
Start thinking about different groups you can target. You can move on to bigger groups later or you can change at any time because maybe you found out that you aren't interested in that group anymore, but for now we want to focus on one group.
Let me give you some examples that I can use for myself...
I drive a propane truck as my 9 to 5 right now. There are a lot of people that drive trucks over the road and even local that don't want to do it anymore. It gets miserable being by yourself for so long.
I could start a thriving business just selling a network marketing opportunity to help truck drivers get back home to their family and make a living from home.
I am in a Facebook group that is all about dads. The only way in the group is to be a dad and that is the only stipulation.
Often times there are people in the group asking about ways to make more money. I could start a business helping other dads make money and probably do pretty good.
Act as if you were the customer
Dan Kennedy was one of the best marketers who ever lived. He wrote a book called the ultimate sales letter. I recommend reading it.
You can find it on amazon and it's pretty cheap.
In the book he talks about acting as if you are your customer. To do this you are going to have to know what their pains are, what makes them happy, and what they do in their everyday life.
I will get more into this later in this post but I just want to point out how deep you can go so you can be the perfect person to sell them your solution.
Let's go one step further. You want to close your eyes and imagine you are the customer and how you feel being that person. In the truck driver example I would imagine I am driving an 18 wheeler and I have been one the road for 5 days straight without seeing my family.
Its pretty painful. Now that I have imagined myself being that person I can start marketing to that pain and help them fix it.
The next thing I can do is imagine the joy they get after I have helped them get rid of that job and spend everyday with their family.
Learn the language of your customer
Every different group is going to speak their own language. I don't mean French or Spanish. What I mean is that there are certain things that they say that other people wouldn't understand. Its like a slang for the group. Here are some examples...
In the survival and prepping community common words are going to be things like bug out, bug in, every day carry, gray man, and so on.
In the forex community common words are trends, pull backs, fibinachi, and so on.
These are a couple of examples but every group has its own language and you have to figure out that language so you can speak to them better, and be part of their world.
How to learn the language
Now we have to find these people so we can go learn their language. I'm going to give you a couple of places to find them. There are more but the places I am going to show you should be plenty.
Youtube - Youtube is one of my favorite places to do research when I am writing content for a different niche. Most of the time you are going to find heavy hitters in each niche, then you are going to find smaller channels that try to get on the level that the heavy hitters are on.
There are always a handful of people that everybody in a single niche knows.
What I like to do is watch the videos that the heavy hitters put out because they know what their market responds to and all I have to do is see what is getting the most views and I will know what kind of content these people like the most.
Next I will try to identify common phrases that they are using. Also read the comments and see what those people are saying.
Reddit - If you don't know what Reddit is, this is a community site made of different niches. These communities are made up of one or two major threads and alot of smaller sub threads called sub reddits. It might sound confusing but it is really easy to learn and there is alot of benefit to using it.
What I like to do here is go to google and type in (niche followed by reddit)
So if I wanted to learn about survival I would type in "survival reddit" and it would bring up the main Reddit page followed by popular sub Reddits.
Using this method you are going to be able to read tons of threads and well thought out answers to those threads. It shouldn't be hard to find common phrases that are being used.
Facebook groups - Facebook groups are a goldmine for marketers. There is a Facebook group for every different topic you can imagine.
The only drawback to Facebook groups is if you are targeting more than one different niche. Basically if you write content for more that one business. It's not too much of a pain but you will be getting notifications for a lot of different topics and if you focus on one topic Facebook will think you aren't as interested in the others, and they will stop showing you notifications for the ones you don't spend a lot of time on.
Also you might have to join an email list to get into some of the groups.
The strategy here is to join a couple of groups that have something to do with your topic. You don't need a lot of them because 2 or 3 groups that have a lot of members will have a lot of content.
Make sure you pay attention to how many posts the group has per day. If there are only 1 or 2 posts a day you should avoid that group because it is not very active.
Just like before you can look thru the groups and find common phrases that people are using.
Another cool thing about groups is that once you are in you can search anything. Just go to the top and if you have identified a common phrase, type in in the search bar and it will show you a bunch of things that people have written that include whatever you typed in.
Build a customer checklist
Have you ever watch NCIS or law and order and they always profile their potential suspects? Well that is what we are about to do. In many cases you are going to get to know your customer better that they know their self.
It's actually a pretty fun thing to do because this not only works for customers but also relationships, and anything else you want in life.
What I like to do is write down everything on this checklist on a piece of paper and sometimes on sticky notes. I will put the stick notes on the wall in the order that I think are most important.
Now I'm going to give you a list of things that you are going to need to know about your customers...
- children and how many?
- Where do they live?
- What books/magazines do they read?
- What do they do for a living?
- What is their level of education?
This is a list of things that describe your customer now we need to know about what they need.
Here are some examples...
- What problems are they facing?
- How much money is this problem causing?
- Is this problem causing any social problems?
- Who else in their circle of influence is this problem affecting?
Now you are going to have to adjust your questions to your customers. If you are going to be helping people make money you need to ask money questions, if you are going to help people lose weight you need to ask health questions.
Here are some examples...
- What kind of foods do they eat?
- Do they smoke?
- Do they drink?
- How much time do they spend working out?
- Do they have any underlying health conditions?
- How much money do they make?
- What does their credit look like?
- How much are they in debt?
All of these things are going to be important because now you are going to be able to speak to a specific group and it will be easier than trying to talk to everybody, and not knowing anything about them.
A lot of people don't do this step but it is important because there are problems and then there are underlying problems.
For example if your customer is overweight, maybe they can't run around the yard and play with their kids.
Do you see what I mean? The problem is that they want to lose weight. The problem that being heavy is causing is that they can't run around the yard with their kids because they get gassed out real easy.
There are plenty more things that you can find out about your customer. There is no way that I can give them all to you in this post, but I just want you to understand and be able to build out a customer and you can do this for any business.
Don't forget to give your customer a name.
Build your perfect customer
So now that you know everything about your customer you can build a persona so that you know exactly who you are talking to. You want to describe him the same way you would buy a friend. Let me give you an example based on some of the criteria that I have used in the past.
My customers name is John
He works for a construction company building houses.
Every mourning he dreads the moment he will get to work because he doesn't like his job, and he wants to be home with his 2 kids Jacob and Patricia, and his wife Jennifer.
John makes $30,000 a year which is enough to pay the bills but not enough do anything extra.
His ultimate goal is to be able to take his family to Disney World without having to worry about not being able to pay bills when he gets home.
My solution is to get John into my opportunity and get him his first couple of team mates real quick so he will be able to take his family to Disney by the end of the year.
Agora financial uses this strategy to sell to their customer. They sell to a retired male in his 60s who isn't rich but has enough money to invest. He also has enough money to stay retired but not enough money to enjoy life to the fullest.
They sell financial advice to him and he is the only person that they sell to. Selling only to this perfect customer results in hundreds of millions of dollars worth of sales each year and they do better every year than they did the last.
This customer is one that I just made up on the spot so I hope you can see how you can use this to build your own customer and be an expert to them.
No matter what you are selling you can use this for your business.