Strategic Marketing Customer Analysis: Part 4 of 5By Ray Stendall
Strategic Marketing Customer Analysis: Part 4 of 5
The topic of this video is on “Customer Personas“. In this video I reveal exactly what they are and why some of the leading companies like Apple and Google I am sure use this secret tool to deliver superior products and services that their customers are very excited about.
Watch this short video, take notes and let me know what you think below.
I hope you watched the previous videos in this series where we talked about identifying a market segment, the demographics of a market segment. And in this video, we're going to talk about the psychographics in a market segment.
Now, all business owners who are very successful have one thing in common. They clearly understand who exactly they're selling to. And they make sure that there is a market to message match so that the people who see their marketing are likely to become their customers, which leads to revenue and income.
So, in this video, I want to dive into and talk about psychographics, and give you an idea of what you need to be considering as you take a look at your own market. Now what exactly are psychographics? It seems to be a pretty big word. And what I want to do is just really dispel the complexity that you might be feeling right now.
Psychographics really involve the psychological make-up of a market place and of a target market and of an individual. It's the aspects that you can't see with your naked eye.
Psycho graphics are things like the attitudes and the values, and the beliefs, and the opinions, the lifestyle attributes that a customer in a target market considers important. Things like viewing family, money, careers important. What they hold to be important in their life.
In addition to this, some of the key things that I really suggest that you write down are phrases like this. They dream of, and then fill in the blank. When you ask your question what do they dream of. Dreams can be of course, nightmares or they can be pleasant. So, let's first take a look look at the pleasant version of a dream.
Dreams that are pleasant are pictures in our mind, are videos that we play in our mind when we're day dreaming, when we're asleep of what we really want in life, and what we want to accomplish.
And we're constantly thinking and we're emotionally involved in trying to figure out how to get there quicker, faster, easier, with less hassle, right?
Well, when you understand what that it is for your customer and are able to provide the it that they've been searching for, half of the sales process is already complete.
Now if we take a look at the other side of dreams which can be nightmares,
this might be what they fear. Which is another one of the items on my list. When you understand what their nightmare is, what their fear is, you're marketing and you're solution could help resolve or minimize that fear based on what it is that you do.
So, ask yourself. What do they fear? What do they need? Who do they follow? Who do they consider important and somebody worthy of listening to in a market place? What do they hate?
Who do they hate?
What do they despise, what are all the emotional triggers that can be applied to your target market to really get to know who they are and what drives them and what they feel when they look at what's going around them?
These are the factors that you want to be concerned about. What do they worry about and what are they willing to exchange hard earned money for and that's where you need to fill in the blank.
The reason I bring up all of these things for you to consider is that it's no surprise, we have a challenging global economic environment right now and we don't need more challenges.
Do you agree with me? Well this is the type of information that you need to get very clear on so that the money and the time that you do invest in marketing. Can lead to some results. That money and the time that you lead to product development leads to the results of creating something that somebody actually wants.
This is how you go through the process. In video 1 we talked about the criteria of evaluating a market. We talked about demographics in video 2. We've talked about psychographics. And when you start to pull all of this stuff together you really get an appreciation for who your target market is, what they're thinking, and ultimately all of this feeds into creating the ideal customer profile.
And that's what's absolutely critical for you to do. So, in this video, you've learned about psychographics. And in the next video, what I'm going to do is I'm going to share with you some tactics and some strategies to create a persona of your customer. Personas are very powerful, and we're going to get into that into the next video.
Now, if you like this video, I encourage you to sign up for my channel, or come back to my website and I'd be more than happy to share with you 30 minutes of video training that can help you as you build, market, and sell products and services that really make a difference.
This is Ray Stendall, wishing you the very best. Take action on these ideas and get really clear on the psychographics of your customer base.