I’m tired of reading about SEO, Google Ads and “secret marketing tips”. The most important step in marketing is overlooked by about 95% of companies that don’t have million dollar advertising budgets. I suppose if you were going to spend $1 million, you’d put some thought into the marketing.

What’s this big important step?

DEFINE YOUR IDEAL CUSTOMER

If you would do that step, on paper, with some serious thought, you would immediately see areas where your business fails. Ever been to a very nice, expensive restaurant and discovered a filthy, smelly restroom? That’s a very clear example of failing to properly cater to an ideal customer. Sure, restrooms should always be clean, but at a very nice restaurant, the restroom should be as clean as the kitchen.

If your ideal customer is an engineer, does your company “talk” to prospects in language suitable to engineers? That sort of customer likes technical information.

A business selling to affluent single people probably should focus on the sexy upscale features of their offering. Let’s use stereo equipment as an example. Would this type of customer care if all the screws were stainless steel? I’ve never seen a screw fail in a stereo system so I wouldn’t care. But that engineer would.

If you are selling a higher priced item because you choose to make a higher quality item, should your sales approach be based on price? Statements like, “we cost a little but we’re worth it” won’t work. You lose the quality seekers with a line like that and you lose the bargain hunters. Better to just say “we deliver the best quality on the market”. Most people understand that means you are not the cheapest.

Tuning your entire approach to that ideal customer won’t limit you in any way. But it will enhance your company’s appeal to the prospect you believe is ideal for your business.

Since the above is true, why don’t most businesses do this? Spend an hour defining that ideal customer and you’ll reap the benefits immediately if you alter your approach accordingly.

Chris Reich