Risk & Business Magazine Benson Kearley IFG Fall 2019 | Page 18

ATTRACTING IDEAL CUSTOMERS
it does. A benefit is what that product
actually does for the person who’s using it.
guarantee success for your restaurant
would be a starving crowd.
Imagine that the world’s supply of toilet
paper suddenly evaporated and you’re the
only person left with a closet full of toilet
paper. Even if you’re not a smart marketer
or a great salesperson, you could easily sell
all the toilet paper you own, for hundreds
of dollars a roll if you wanted. All you’d
have to do is scribble on a cardboard sign
“I have toilet paper for sale!” Or put a post
on Facebook or upload a video on YouTube,
and you would sell out of your supply
quickly and easily. You want to market your products and
services to people who desperately want
what you have to sell. If you determine
who your market or starving crowd is,
you’ve just made your marketing 10 times
easier. Most people focus on developing a
great product and then worry afterward
about who might want to buy it. If you
can find your market first, you can zero in
on your target audience much easier than
wasting time trying to attract as many
people as possible.
That’s the advantage of having supply and
demand on your side. The message in market matching is not only
what you communicate but also to whom
you’re communicating to.
If you happen to be in a business where
there’s so much demand for what you offer,
you don’t have to rely on any marketing
techniques. However, most people are in
competitive businesses, so they need to
structure their marketing so that it drives
business to them by creating demand.
To do that, you need to talk about the benefits
customers will get by doing business with you.
Once you start focusing on what your
customers can receive, prospects can
clearly understand why they should do
business with you. Your competitors might
offer the exact same features that you do,
but if they don’t describe the benefits of
those features, nobody will know about
them.
Shift the focus of your marketing from
your business to your customer, and you’ll
appeal to a lot more people—and increase
the effectiveness of your marketing as a
result.
3. MATCHING YOUR MESSAGE TO YOUR
MARKET
The best message in the world is useless if
it falls on deaf ears.
My friend Gary Halbert used to ask his
audience, “If you were to open a restaurant
and you could choose just one advantage
to improve your restaurant’s chance of
success, what would you pick? A great
location? A great staff? The best quality
food? A wonderfully designed building?”
While all of these advantages would be
nice, the most important advantage to
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Remember: don’t sell the product or
service. Sell the benefits that it will create.
People don’t buy from you because they
understand what you do. People buy from
you because they feel understood...
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