A Weird Little Trick You Can Do Anywhere To Learn TONS About Your Target Market
One of the hardest things about business, and marketing in particular, is really (REALLY) understanding what’s going on in the minds of the people you are trying to do business with. You get so used to being the guy on THAT side of the cash register that you forget what it is that really motivates people to come through your doors and step up to THE OTHER SIDE OF THE REGISTER.
When we’re putting together an ad or a brochure or a website, or maybe just trying to present our “pitch” to a prospect, we can be so focused on telling them what we do, instead of speaking directly to what they WANT and NEED.
So here’s the trick (and by the way, I learned this from a video clip of Jay Abraham, a brilliant marketer, talking at one of his super, duper expensive seminars). We want to learn from our target market’s “polarization”. That is, we want to learn from the lovers and the haters. So…
LEARN FROM GREAT AND HORRIBLE ONLINE REVIEWS
First, navigate to Amazon.com and click on the Books section, and then the sub-section that is most closely related to your niche. Let’s say you’re an electrician. You might navigate to the Home Improvement section, and then “Electrical”. Now all you’re going to do here is look through some of these books reviews and see what people liked and didn’t like. WHat you’ll notice is that peope will say “Well, I was really looking for this, but it wasn’t there” or “This book was great. It showed me exactly how to do…” Get the picture?
And you don’t have to just look at book reviews, but they can be quite helpful depending on the niche.
But let’s try another site. How about Yelp.com?
Navigate over to Yelp, find your industry, and start reading reviews. Pay attention to the good and the bad. Look for certain similarities among many reviews. You’ll begin to see some common threads. Pay attention to those things. Not every single little complaint. If one person says, “I didn’t like my barber because his scissors were sharp and scary”, that might be kind of silly to accommodate. But if 30 people are reviewing barber shops and saying, “I just wish I could find a barber that could cut my two-year old’s hair without a fuss”, you may have something there.
Do this on Yelp, Amazon, Google Reviews, eBay, Angie’s List… wherever you find lovers and haters. Because you can learn from both.
Now, let’s get to why this is helpful.
First, you begin to learn what is actually going on in the mind’s of your customers. Instead of your best guess, you can hear from them what they are looking for and WHY.
Second, you learn specific WORDS and PHRASES that your customers use. Think about it: if you are in a conversation with someone that is inquiring about your business, you can say “We’d love to have you come by. And you can rest assured that we are pretty great at cutting your two-years old hair without a fuss.” All of a sudden you are jumping into the exact conversation that has been going on in the mind of your customer. And you can apply this to conversations, writing better selling advertisements, changing the content on your website, and even making business cards and brochures that get you better results.
So, do this weird little trick right now. You can do it on your computer, your tablet, your smart phone. Anywhere. Start listening to the lovers and haters in your industry. Take notes. And then soar above your non-listening competition.