GoogleGuide: Know Your Customers!

Make Sure you read these Guides!”, “Know Your Customers

Since you’re my customer I’m gonna make a prediction about YOU. Why have you come to and joined this site? I suspect you will have some or all of the following characteristics:

TAME LIST

1. You own a website

2. You use Google Adwords or another PPC Provider

3. You own the business or you are responsible for the sales of the business

4. You have the authority to make decisions about the business

5. You’re over 18

6. You want more sales

7. You believe that you can run your own PPC campaign rather than pay someone else to do it

8. You’re fed up with paying a small fortune to Google Adwords or another PPC Provider

Now I’m going to make some wilder comments that you may or not agree with:

WILD LIST

1. You’re Male

2. You believe that you can earn enough passive income from a website so you can leave employment

3. You’re someone in the PPC industry wishing to gather further information

4. You believe that Google Adwords is the best thing to hit the internet since the internet began

5. You believe you are ahead of the pack when it comes to some of your competitors

6. You believe the internet has only seen 10% of its potential

7. You believe there’s a better ‘Google Handbook’ written by Perry Marshall out there

8. You’re RICH! – Rich meaning you earn in excess of 3 times the average salary in your area

Now there’s 16 things I have mentioned above. I reckon I got at least 8 out 16 things right about you – am I right? The majority coming from the tame list and the rest coming from the wild list.

I hope I am right as these are some of the things I have thought about when marketing my product. I wanted to connect with you.

Now do not take the fact that I’m using this example of YOU purchasing off me as patronising. This is the best example as you can identify why you bought. I am letting YOU know what I understood of YOU and I’m forcing YOU to understand what made YOU buy off me.

In this section forget about me, me, me its YOU, YOU, YOU! Or to rephrase correctly its less about you, you, you and more about THEM, THEM, THEM! Them being your customers.

Who are the type of people that are willing to BUY off you? You really need to understand THEM. Its THEM who pay your bills so you better get to know THEM. The way to identify them is to know who would want your product or service. If you’re selling a property refurbishment service then you can be assured that the following traits exist from a potential customer:

1. They own their own home

2. They have more than £5,000 in the bank to spend

3. They earn significantly more than the average salary

4. They are over 18

5. They want to enhance their home/assets

You can also make some wilder judgements like:

1. They have a better sense of the value of money than others

2. They might run a business on the side as well as being in employment

3. They are time constrained

4. They lack the know-how regarding the refurbishment business

This is a small list. The idea is just sit back and think about who would actually purchase your product or service. Don’t have blind belief that your product is so great that everyone would as the truth is that the majority won’t!

“If you send a postcard offering a free 6 pack of beer with the purchase of 2 large pizzas to a list of purchasers of a “pay-per-view” boxing match (a list which you purchased from your local cable TV company), you are more likely to get a big response than if you sent the same offer to a list of the ladies auxiliary bridge club.” Steve Conn – Marketing Consultant

Here, Steve clearly understood the customer of 2 large pizzas!

Here’s a checklist of prompters that will help you establish some of the traits of your typical customer:

1

Know Your Customers

[WORKSHEET 1]

[b][u]QUESTIONS[/u][/ub]

1. What industries surround your product and which persons do these industries serve?

2. How much does your typical customer earn?

3. What job does your typical customer have?

4. What age group is he or she in?

5. Are they male or female?

6. Why have they arrived at your site?

7. Are they based in a specific region?

8. What else is your customer interested in?

9. How intelligent is your customer?

10. Are they married?

11. Do they drive?

12. Do they own a credit card and have good credit?

13. Do they own their own home?

14. Are they in a professional trade?

Based on the answers to these questions and more you should be able to create a pool of traits of your typical customer. I’m sorry if this sounds like a marketing diploma but the diploma is there for a reason (I’ve never studied for one but they make excellent points!). Once you have a pool of traits we can start building REAL PEOPLE out of these and start segregating the customers.