How do big dogs get to be big dogs? By finding their customers' hot spots! Cartoon done by Jeff Bucchino, "The Wizard of Draws", www.wizardofdraws.com
Do you know how to sell to your customers? Yeah, it seems like a no-brainer when you think about it. You give them what they want at a price they can afford, right? So why are so many people struggling every day to get their products out to their niche, both online and off? Because they’re either not angling either their email marketing campaign or their direct mail marketing campaign to hit their customers’ hot spots, or they’ve somehow decided that they need to target their audience in a whole new way when they’re marketing business online.
All right, this is marketing 101, so stay tuned. Customers buy a product for one reason and one reason only-because it meets a need.
Now, before you start worrying about the fact that your products and services aren’t going to fill their stomachs or put food over their heads, realize that there’s more than one type of need. In fact, I’m going to ask you to forget everything you ever learned about the difference between need and want, because when you’re looking at life through a consumer perspective you actually do need everything!
Oh, I’m not saying there aren’t purchases you can’t live without. I’m just saying that every purchase fills a different type of need, and once you identify their need you’ll have the hot button you need to target your audience when you’re writing your email and direct mail marketing campaigns. If you want to learn more about the different types of needs out there, check out Maslow’s Hierarchy of Needs. We’ve simplified his hierarchy into the simple graphic below, just to give you some idea what we’re talking about.
Maslow's Hierarchy of Needs
So, how does your product fill their needs? What do you give them? What do they gain by working with you? Just as importantly, what do they gain by working with you instead of working with the competition? Once you can answer that, you’ll have the foundation you need to build a truly awesome email and direct mail marketing campaign.