You offer great value, but how do you find that perfect customer?
It often seems that the perfect client, the perfect person is elusive, and not easy to find. Yet you know that what you do—how you are, how you deliver on your promises—will be exactly what that one potential customer, that one person also searching, needs.
But how do you find them? How do you discover the company and the relationship that will fit both your needs and deliver on value? There are thousands of companies or potential customers out there. Do you cold call everyone? Do you just send intrusive mails out by the hundreds and hope for the best?
It’s a conundrum that throws us into a challenging place of knowing that we offer real value with something totally unique but we don’t know how to find that perfect customer engagement.
There is Hope.
Yes, you can use a lot of new technologies and research to dive into understanding customer personas and build profiles of behavior. You need to know your real value and begin to assess how you focus on this value. Building an understanding of the customer’s world and the influences that connect them will give you incredible insights into how choice is made. It’s those background aspects and frequently unseen considerations that are major influencers on choice.
In the new book The Voltage Effect, by economist John A. List, you can see that scaling a business, a non-profit, or a political campaign is based on human behavior and choice, not your great idea that you think works. The key is understanding the appropriate triggers and engagement that fulfill customers’ needs.
People are motivated by choices that benefit them, not you, and understanding this allows for greater engagement and understanding of the customer.
Defining the “Who” is Essential.
It’s about understanding and quantifying the value for the customers you focus on. You know to clearly know what they value by really drilling down on research and understanding the segments of the audience you want to reach. Creating a matrix of decision-making and behavioral characteristics allows marketing to test ideas and see what really works.
In the Voltage Effect, a new book by economist John A. List, you can see that scaling a business is based on customer behavior and choice, not just on your great idea
How Your Audience Sees Their World.
Often we don’t see beyond the boundaries of our own thinking and our product’s benefits. We need to define how customers make choices based on a wide range of factors they are experiencing and we need to see how the brand and products fit into their preferences and choices.
Building a System to Understand Your Audience
1. What’s their world like?
You must live in their world, and understand their journey to really engage with the right voice, with the right connection.
2. Building the right attraction
You know them. You know what matters to them. You know what they want to focus on so you provide it.
3. Strategic focus on why
It’s the key to looking at strategy—a focus on the approach of connecting to the customer in the way they want.
4. Careful permissions
Don’t just give things away, but make sure you know they can engage with what matters to them.
5. Allow them to choose
Permission: it’s all about letting the audience, the customer, choose the way that they see what’s valuable to them.
7. Measuring it all
Understanding that you know what matters by using data and connection to follow the customer and engage them.