Know Your Customer
November 10, 2008
I’m here at Glenn Livingston’s house today, creator of the How To Double Your Business Power Pack designed to help you research in detail everything there is to know about your target market.
All weekend long I’ve been creating products with Glenn, his wife Sharon, Fred Gleeck, and David Oliver.
Glenn has done over $14 million dollars in consulting for Fortune 500 companies. He is a “marketing psychologist” who crawls inside the minds of his customers to find out what they want to buy, and how to improve profits on existing products.
He then took that wisdom and applied to creating multiple income streams for his own business online (in more than a dozen different markets).
Sharon Livingston says her greatest pleasure in her job is “Playing detective. Having the opportunity to talk to all kinds of people and ask them intriguing questions. Then figuring out what’s really happening in the mind of the target and our clients. Matching opportunities and needs so everyone benefits.”
She talked about “Emotional Marketing Logic.” Through interviews she digs into a prospect’s heart and figures out the intimate reasons they buy or don’t buy what you’re offering.
What excites me about this more than anything else is by using what she teaches you can find out what selling message needs to be at the core of your business. Instead of focusing on hype or outlandish promises, you can speak directly to the hearts of your customers (instead of their heads).
Once you understand how to survey your list and interview them, you’ll find they will reveal to you:
- Exactly what to put in your products to make them best sellers in your market.
- How to organize your material for them to receive maximum value.
- What sales approach will reach them the easiest.
- And most importantly EXACTLY what to say in your sales materials to make the sale.
It’s funny. I’ve worked with Glenn for a while now. Whenever anyone does what he recommends in detail about research, writing sales copy is almost stupid simple. Instead of “guessing” what to write. The customers have already told you!
If you’re struggling about how to write to your customers, the likelihood is you simply don’t know them well enough yet. Survey them. Interview them. Instead of insulating yourself from all their comments and customer service issues, read through them.
There is a trend in the marketing world that says you should totally inaccessible to your customers and clients. Yet, if you do this, how in the world are you going to know what they really want…what the real desires of their heart are?
Of course you don’t want to spend every waking moment doing customer service. That’s counterproductive, but you need to look into the customer service and possibly even do a few of the support tickets yourself. For those you don’t deal with, make sure the transcripts are saved so you can review them to see what concerns your customers really have.
The person who knows the prospect the best and speaks to them in their language is going to be a success in this business.
Powerful stuff…
I’ll be releasing some of this information very soon so stay tuned in. And I didn’t even mention what Fred and I covered this weekend!
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Hi Terry looking forward for your new product! And I think I already brought your product that you’re interviewing with Glenn Livingston and It’s very worth it!
Cheers
Semmy
http://myselfhelpsolution.com
“There is a trend in the marketing world that says you should totally inaccessible to your customers and clients.”
I have noticed that trend and it continues to amaze me, particularly in an economy where businesses are going under every day. Customer service can be quick and easy, and an immense help for ensuring that you’re meeting the demands of your customers adequately.
There’s another trend in the business world - transparency. I like that one a lot better!
Glenn and Sharon are two smart marketers. I had the priveledge of meeting them when I was one of the email copywriters at Perry Marshall’s autoresponder seminar. Glenn talked to me for five minutes, and saved me 6 months of my life by stopping me from pursuing the wrong market.
And his reasoning was laser sharp.
I’ve been following Glenn and his progress for over a year now. Let me tell you … If you folks want the definitive work on market research, get ahold of Glenn Livingston’s stuff at the link above.
“If you’re struggling about how to write to your customers, the likelihood is you simply don’t know them well enough yet.” - never a truer phrase spoken.
I’m no great copywriter - but I’ve found the copy that works best for my firm, by far and away, is the copy written with a true understanding of the customer. No superlatives, fancy headlines or clever bullets can compensate for that in-depth empathy with the customer.
Ian
Excellent article there spot-on.I agree with the saying in knowing your customers needs and trying to help them as much as possible.This is essential in making great customer relationship and who knows they might come back for more again and again.I guess that’s the most important thing for a marketer to survive..