Ep 59 – Read Your Customer’s Mind

The Marketing Drive

Short marketing message that you can use right now!

Welcome to Episode 59 of The Marketing Drive with Chris Doelle.

You don't need to be a mind reader to know what is in your customer's mind. You just have to ask them! A great time to do so is when they are a brand new customer. Important tip: NEVER trust your memory to tell you what people liked. Write it down exactly what you asked the person and what they told you. You can create surveys to do this for you or you can do this in person just DO it!

This show is so named because I record it unscripted and unedited on my commute to work. When an idea pops in my head, I hit record. You get my off-the-cuff take on anything related to marketing your business. Be sure to send your show ideas and questions and I will use them for future shows!

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TRANSCRIPTION:
Today, I wanna talk about customer intent and this all times into advertising whether pay per click or banner ads or radio ads, whatever it is and your website where you are sending them. So, one of the most important things you can do is understand what your customer intent is on their searching, responding you and you know the first thing somebody will say, when you say "Oh, you have to understand customers, just like yeah, good luck with that" because that is tantamount to mind reading, right? well, yes or no, if you go ahead blindly and you're just sitting around thinking "I wonder what my customers want?" Then yes, that's mind reading. You can do several things, you could obviously, always talk to your customers, when they're brand new to great time to find out the details what they are looking to do, do not, I cannot stress that enough, do not trust your memory, do not trust your memory. 6 months ago, oh yeah we'll but 60% of the mirror, looking for this, the others are looking for that. Don't trust that, you think you understand that, you think, you're good at it but it's not, it's impossible because the way our minds are wired, your memory is very salable and that is in terms of it when you see a client, you can remember what shor a guy was wearing but your mind more to what your mind needs to believe. The example of that is Vegas. Everybody I know says "Oh, I went to Vegas, I don't lose that much". You know, I was winning. Why do I get all this stories from people about how much they won in Vegas, or how they didn't lose much in Vegas. Well, because, that's what their mind told them, they're playing flat cruisin, they're playing crap, whatever their game is and don't lose little bits 5 hands in a row and then they will score, they will lose 3 dollars hands, pretend hands in then they will hit up 15 dollars score. Well, that would sum up at that point, right? But then they will go on and will continue to lose and another 15 dollars score, 20 dollars score, whatever. I don't have that much experience with gambling, just the terms even but what they remember, they remember the wins and that is how wise is, you remember the wins, unless you are a very negative nelly, debby down or diversion, then you remember all the negative but I have a hard time believing that you are an entrepreneur running a business if you are that type anyway. Usually, entrepreneur type are very positive and they try to look at the price tag and they tried to keep being optimistic but them optimism can kill you. So again, fact 2 customer intent, sorry to get off on that human psychology. So, how do you gauge customer intent? Obviously, like I said, you asked, you write it down exactly what you're told. You can do that with surveys, you can do that in person, whatever but in terms of your advertising, you learned by doing, you create an ad but don't create ad that says "Hey, we have an amazing wedding widget, fits 500 people". That is too generic, instead create an ad that is very specific, that says "We do bar business" or whatever. Very specific, same thing like flowers, you can say, wonderful flourish, award-winning, blah blah blah, no one cares about that but you can say the first day pot flower expert or the top 10 birthday bouquets. That's specific, somebody tweaks on that because they wanna see birthday ideas, now you know their intent was birthday, so, the next chart is  you need to have your landing page, wherever you are sending this customers to. That needs to match what it is you advertised for, so again, with the flower example, you are offering the top 10 birthday bouquets. When they get to your website, it's better not go to your homepage, they better go to a specific landing page, that the first thing they'll see are the top 10 wedding bouquets with the call to action to buy it now. I know, it's a little bit more work but the ones who are doing the work, will go on into making a sales.

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