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Identifying your target and write copy that converts.
- 1. How to identify your target, what to offer and write copy that converts. Presented at eBootcamp by Supplyant Nick Morton – Commercial Director
- 3. Who’s your ‘A’ customer?
- 4. The broader you make it the harder it’s going to be.
- 7. What can I offer these guys?
- 10. Get to the right point.
Editor's Notes
- The rich ones? Yes, the rich ones! But who’s your ‘A’ customer? The one that you are targeting ALL your online marketing at? We had a guy come in to see us who sold blinds and we asked that very question. Who would you LOVE to go and sell to? He talked around for a while and came to the conclusion that his best customers are hospitals. A really strong target. Hospitals have got lots of blinds and here are a group of people he can focus his product offer on. So remember, a REALLY clear target.
- The rich ones? Yes, the rich ones! But who’s your ‘A’ customer? The one that you are targeting ALL your online marketing at? We had a guy come in to see us who sold blinds and we asked that very question. Who would you LOVE to go and sell to? He talked around for a while and came to the conclusion that his best customers are hospitals. A really strong target. Hospitals have got lots of blinds and here are a group of people he can focus his product offer on. So remember, a REALLY clear target.
- The broader you make your target the harder it’s going to be to connect. Most people say ‘I want to sell to everyone, I don’t care’ which is great but you’ll be much more successful if you’re focusing on a small, targeted niche of people. You’re not on the local high street, you’re on the internet, there’s massive competition and too many generalists out there. You’ve got to be specific about who you want.
- Highly targeted customers are the most profitable too. Think about your good ones, the ‘A’ Class, not the ‘D’s. Ditch the ‘D’s, they are dodgy. This is your opportunity to tell them to sling it! So what do we class as a ‘D’? Don’t pay their bills on time, no margin, always phoning up and sitting on the phone for hours, returns. You don’t want any of that. A good target would be the ones that pay on time, loads of margin in the products you choose and get really focused on them. Think about the one’s that love what you do for them and prepared to pay. There’s nothing worse than having to push really hard against people to get them to work your way so get focused on the products and people you enjoy selling. The suppliers enjoy selling it. It’s not just about the customers it’s about that side of it as well.
- Another strategy is focusing on the personality and behavior of a niche of customer. The way they talk, the way they think. A good example is where we did three different sites for the same company selling the same product. One aimed at the price shopper, one is aimed at someone who wants all the details and guarantees and one that just want’s to get in there and buy it and time short. It’s important you build this into your targeting. An example is selling to a Government dept would be very different to selling a sports car. With the Government there’s a very specific target there and that target requires you to think about the style; highly detailed, not very emotional. Sports cars are massively emotional.
- Once you’ve worked out your target you need to think, what I can OFFER these guys? What is it they want from me and how can I best fulfill that? And the offers don’t just have to be price. They can be something extra for free, or maybe a quote back in the next ten minutes. It must be something unique to you though. Something that separates you from your peers. If they don’t do free delivery, do free delivery. If they can’t do next day delivery, do next day. It could be simplifying it makes you the easiest place to buy. If no one is being detailed on a complex sale then be highly detailed. If people need to know these things to buy then you could make that your specialty.
- USP is banded around a lot, but you must have that something unique, an offering to get someone to buy from you instead of someone else. A good example is someone getting into the home computer market decided to go into the niche of the supercomputer, so they can own the super computer niche. From that someone else created the micro computer niche and so on. Redefine your niche and make it your own rather than trying to go on the bandwagon and being number 2 3 or 4. Be a specialist, make sure the offer is compelling. No more than ever, the internet is far too crowded. To be big and general is a really tough way of doing it.
- I look at this as if you can’t do the first two how can you really write anything? If you don’t know who you’re trying to sell to and what you are trying to offer them you can’t start writing.Get the first two [target/offer] ready then think about how you’re going to write the copy to suit them. Because you’ll have a very small niche you’re looking at you can be really clever about how you write it and can use the language they use to solve the problems. Use empathy, you can take some great language and in terms of questions and salesmanship and use that to fulfill what you have offered in the first place which is 1) Here’s my group of people 2) This is what I can do for them. once you have this everything becomes easier.
- Being general is hard because you can’t get to the right point. Great example, we were talking with someone who had a very complex financial product with a target over 50 and looking for pensions. The proposition was to make the process simpler for people to understand. Off the back of that, now they have their target and offer, the COPY becomes easy.People are not going to buy something they don’t understand so if you’re a technical person working in the business dumb it down so you can explain it clearly or they will lose interest and disappear. The thing about working on the internet is that you don’t have a chance to have a face to face conversation with them and they ONLY have the COPY to understand your product or service in more detail. If it’s not interesting or they don’t get it, they’ll move on.