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WHY AREN’T YOU CLOSING THE SALE?
You have developed an amazing marketing strategy.
• You are connecting with the people who use your products and services.
But guess what?
• It’s the user’s dad…or mom…or grandparent who actually pays for the product or service.
• And your marketing absolutely turns them off.
• And the wallet snaps shut…
MARKET TO THE RIGHT PERSON
It’s important to understand who your actual customer is so you don’t drive them away when marketing to the person who wants to use your products and services.
WHO PAYS THE BILL?
It’s the marketing golden rule:
• “Them with the gold rules!”
Your actual customer is the one who writes the check, or pays the credit card bill.
• Sometimes that is different from the person who wants to use what you have to sell.
Your messaging has to speak to both sets of people.
In this lesson, you’ll incorporate the concept of dual messaging in your marketing to extend the reach of your brand.
• You’ll identify when your actual customer is not the same as the person who uses your product or service so you can expand your marketing messages.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll learn:
- When you need to market to the actual customer.
- The importance of including the person who writes the check in your “perfect customer” description
- And some examples of dual marketing strategies
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide to gives you “hands-on” training customized to your own business.
WHEN TO SWITCH YOUR FOCUS?
When do you need to market to the actual customer as opposed to the person who is using the product or service?
Let’s look at a couple examples:
EXAMPLE: WEDDING DRESS STORE
You run a wedding dress store.
- The person who will use the dress, the bride-to-be is often not the one paying for the dress.
- Your actual customer includes the parent, or grand-parent that actually picks up the tab.
So your branding has to include a message that appeals to the actual customer and the bride-to-be.
Here’s another example:
EXAMPLE: CEREAL SALES
You sell organic breakfast cereal to children.
- Your actual customer is the parent who does the grocery shopping.
Your branding includes messages that appeal to the kids as well as the parents.
PRACTICE GUIDE: ACTUAL CUSTOMER VS. PERFECT CUSTOMER
Use the Practice Guide to walk through identifying when the actual customer is different from the person who uses your products and services.
- Think about circumstances when your perfect customer may need to include more than one perspective to be effective.
PERFECT CUSTOMER INCLUDES THE ACTUAL CUSTOMER
Now that you’ve looked at marketing to the actual customer, let’s cover the importance of including the person who writes the check in your perfect customer description.
EXAMPLE: FROSTED MINI-WHEATS
The marketing for Kellogg’s Frosted Mini-Wheats does a great job with this concept by talking about the two sides of each mini-wheat biscuit.
• One side is the “adult” side that is full of healthy whole wheat nutrition.
• And the other side is the “kid” side that tastes great and satisfies the desire for sweetness.
This message appeals to kids who eat the cereal and parents who buy the product.
EXAMPLE: ENGAGEMENT RINGS
Another example of dual messaging is the marketing of engagement rings.
- The user of the product is clearly the bride-to-be, but the purchase is paid for by the groom-to-be.
DIFFERENT MESSAGES FOR DIFFERENT PEOPLE
Effective marketing would send a message about impressing your future bride with the right ring that shows how much you love her.
- The messaging to the bride-to-be may center on how the beautiful ring will take-their-breath-away when her friends and family see it.
Both tap into the emotional driver of approval, but with distinctly different audiences.
PERFECT CUSTOMER DESCRIPTION
You’ve looked at the importance of communicating with the actual customer; now let’s look at the importance of including the person who writes the check in your perfect customer description.
MORE THAN ONE PERFECT CUSTOMER
Can you have more than one perfect customer?
- Yes, when you’ve identified the need to market to both the actual customer and the end user.
PRACTICE GUIDE: TWO FOR ONE PROFILE
In these circumstances you would create a perfect customer profile for both as they may have different demographics, values and connection points.
Now that you‘ve know when to incorporate dual messaging in your perfect customer profile, let’s move on to how to scout out places where your perfect customer looks for solutions on the internet.