The goal of marketing is to create value for customers. You can achieve this by understanding these three things.
1. Know Your Customer
Who is going to buy your product? What need want do they have? What other product/service offered by a competitor could fulfill that same desire?
Knowing your customer goes beyond age, gender, and location. You need to understand what they are seeking. Which leads me to…
2. Understand What Your Customer Values
What does your customer care about? Saving money? Social status? Making themselves feel better about their self? Or just getting the job done?
Think of someone who doesn’t mind driving a budget Kia over a Mercedes. This customer isn’t looking for social acceptance or admiration, they want to get from point A to B. Some people value function over social status.
And don’t forget, you can’t be everything to everyone.
3. How Can You Provide Value Better Than Your Competition?
What makes your air conditioning repair service better than the one I’ll pick if I search Yelp? Are you quicker to respond? Is your customer service top-notch? Are you cheaper? Do you follow up after every call to make sure the customer is still satisfied?
Determine what makes you different from your competition. If you can’t decide, it’s time to get to work on making a change.
Once you’ve picked your reason, use it to market to your customer.
