WHAT YOUR PERFECT CUSTOMER MEANS TO YOU
By Bob McElwain
The long and short of it is: Everything. Your business may
succeed or fail depending upon this definition.
Your website is created with great care to fit the needs, hopes, and
dreams of your Perfect Customer. Every word on every page is
written for this person to read. As you prepare a newsletter,
write an article, or put together a product comparison, every step is
dictated by who your Perfect Customer is. By what he or she
wants or needs.
The answer is incredibly simple. You can't please
everybody. It's flat impossible. The same holds for
anything you write. Your copy will never satisfy all.
A sales person face-to-face with a customer, can adjust his or her
thinking quickly in response to even a simple question. This
isn't possible on the Web. Even though technologies are coming
that provide an enormous degree of personalization through a website,
they will not be able to provide the subtle changes of direction
experienced sales people make routinely.
Our Only Hope
On the Web, the solution is to talk specifically, one-on-one with our
Perfect Customer. He or she stands beside us as we develop
material. We look up now and then and ask if that last point
was clear. Ask if further explanation might help. And we
"listen" to the answers. For this is the person we
are selling to. Make this sale, and we'll make others.
Strike out, and we may as well close up shop.
Why It Works
In a word, authenticity. If I speak on my website as I would
speak to you face-to-face, every fiber of my being is devoted to
communicating with you. Not to all of my visitors. Not
even to most of them. Only to you, for you are the only one who matters.
In this I indirectly share my values and attitudes in all I say.
The way I feel about my product shines through in positive
fashion. You recognize that I believe in it, and that I believe
it will work for you. As you read, you will nod with approval,
Everything said I believe is true. I can't lie in a
face-to-face encounter and get away with it. Yes, I know many
can, but I can't. And chances are you can't either.
If I do my part correctly, we will have communicated to precisely the
depth you wanted. You will be content with the input
received. Even though the buy decision is likely to be made
emotionally, your position will prove reasonable for I have provided
the information you need.
An Aside: Experienced sales people can wrap their minds around most
any product, take a firm grip on who the Perfect Customer is for it,
and sell it effectively. It is not a matter of lying or
con. It's only a matter of understanding what is required to
sell. For those new to selling, adapting the approach suggested
above will be far more effective.
Others who read my words are not you. But the magic in this
approach is that they will come away with much the same conclusion
you did. Because my conversation with you resonates with
authenticity. That is, it rings true. It will also ring
true for others within my target.
Yet if I try to speak to the whole of my target, as a politician
might in speaking to a crowd, I will satisfy the needs of only a few,
if any. It will not be possible for my words to ring true for
all or even most of the group. At least not with the clarity I
can manage when speaking specifically to you.
While your Perfect Customer exists only in your mind, he or she is as
representative of your target as possible. The one person who
most typifies every individual within it.
Always talk specifically to this person. Invite he or she to
contribute as you develop material. Ask questions.
"Listen" to the responses. And act accordingly.
Abstracted from "Your Path To Success" by Bob McElwain
Bob McElwain, Affordable, Personalized, Professional Support
Author of "Secrets To A Really Successful Website."
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