Attract Your Dream Customer

Have you clearly defined your target audience? These are the prime buyers of your products or services. It is the people or organizations you are pursuing actively as customers. You don't need every customer in the world! You need the ones who are a good match for YOU. The more specific you are, the more effective your marketing campaign will be.

But, let's take this concept one step further. You can develop specific strategies that will attract your DREAM customers. These are the people who are best suited to purchase your product or service.

A dream customer is someone who:

? You want to work with and enjoy. For example, if you're wild about horses, why not specialize in the riding industry?

? Needs and values the product or services you provide.

? Is willing and able to pay what you need to charge.

? Views you as an important resource - an expert.

? Has problems and goals you care about.

? Is loyal to your business and not easily swayed by competitors.

? Is delighted to do business with you!

I can hear you asking: "Is it really possible to attract dream customers?" The answer is a resounding YES! The key is to absolutely know what sets you apart and to make a DIFFERENCE for your customers. In all of your marketing materials, be professional, creative, and consistent. And, always focus on the exciting benefits you offer to your customers. Don't fall into the trap of using boring feature-focused marketing phrases.

Here are some examples of boring, feature-focused marketing:

? We provide excellent customer service.

? Our firm has been around for 25 years.

? We're a full-service company.

? The XYZ product is the best of its kind.

Why is this boring marketing? Because there is nothing unique or remarkable about these statements. They focus on features, not benefits. And, they are the exact same messages your competitor is using. Yes, these sentences may be true. However, they do nothing to set your business apart. These phrases are not going to magnetize your dream customer.

Instead, you have to THINK like your customers. Meet their specific needs and solve their unique problems. In your marketing materials, tell them about the unique benefits your company provides. Make sure your business is memorable. If your customers can't remember you, they can't tell others about your services or products.

Examples of benefit-based statements to attract your DREAM customers:

? Sales Trainer: "We will take the fear out of selling."

? Cosmetic Dentist: "A smile makeover can make you look years younger."

? Mortgage Company: "We'll find the right loan for you at the best price."

These statements work because they are focused on what a customer will get. They solve a problem. And, they show an understanding of people's challenges and plans for the future. If you want to be a magnet, ask your current customers what they like about you. Also, ask them what you can do better. Feedback is a great way to build your dream customer base.

Remember, you only get one chance to make a first impression. So, be proactive in your marketing. What do your current marketing materials say about your company? Are they creative? Do they look professional? Is your branding consistent and based on a theme? If you answer "no" to any of these questions, your marketing may not be working to effectively pull in your dream customers.

ACTION ITEM: Write down the characteristics of your DREAM customer and then write down the unique ways your business can meet their needs. This week, take one step toward making your company a customer magnet.

Wendy Maynard, your friendly marketing maven, is the owner of Kinesis. Kinesis specializes in marketing, graphic and website design, and business writing. Visit http://www.kinesisinc.com/resources/article s.html for more articles and free marketing wisdom. You can visit her marketing blog, Kinetic Ideas at: http://www.wendy.kinesisinc.com

Want to harness the power of kinetic marketing? Sign up for Kinesis Quickies, a free bi-monthly marketing e-newsletter: http://www.news.kinesisinc.com

---

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 1

In the following 'special report,' I will reveal some very... Read More

Loan Officer Websites: Your Marketing Hub to Magnetize Realtors

Too many loan officer websites look like congested intersections, information... Read More

Mail Can Make You Money

Are you still waiting for business to turn around before... Read More

10 Powerful Marketing Tips

1. Print your best small ad on a postcard and... Read More

Dear Friend: Dont Start Your Non-For-Profit Fundraising Letters As A Stranger

Dear Friend:Don't do it.Don't start your fundraising letters with "Dear... Read More

Incestuous Relationship Between Football and Marketing

Thousands eyes were fixed. Hearts were beating hard against the... Read More

How Would You Handle This?

We have been talking about choosing groups to participate in... Read More

Beyond the Booth

With the advent of spring, trade shows begin to blossom.... Read More

Leverage The Power Of Using Flyers To Advertise Your Online Product or Service Offline

One commonly overlooked method of advertising offline is flyers. Flyers... Read More

Itchin For Some Nichin

The whole idea of Niche Marketing is exciting! The possibilities... Read More

The Name Game

Pop quiz! If you have to say goodbye to your... Read More

Neuromarketing: Smart Marketing Or Jedi Mind Control Trick?

In the international bestseller "Blink," Malcolm Gladwell explains why our... Read More

How to Convey Trustworthiness in Direct Mail Marketing Sales Letter

A person or business that might buy from you is... Read More

After Your Postcard Mailing: Follow Up with Finesse

I've heard a lot of people lament the fact that... Read More

Business Marketing Strategy

The term business marketing strategy might sound like it is... Read More

Contrarian Marketing at Benettons

Perhaps, with apologies to Dale Carnegie, we should call this... Read More

Is Your 4X4 Trail Rated?

"Traction. Articulation. Ground Clearance. Maneuverability. Water Fording. We've put your... Read More

Overcoming Resistances To Marketing a Practice-Part 2

In Part 1 of this article, "Resistances to Marketing a... Read More

Getting Your Marketing Message Across with CD Business Cards

CD Business cards allows any type of business that dynamic... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 5

How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing... Read More

The 10 Cornerstone Principles of Marketing

There are four parts to a marketing system and they... Read More

Writing To Overpower Your Competition

"We don't have any competition. We're a truly a one-of-a-kind... Read More

Second Dose Of Marketing Vitamins

Organizations often get stuck in neutral when it comes to... Read More

Attracting Clients With Incremental Marketing

Do you ask prospective clients to go too far?Must your... Read More

Are Your Prospects Walking Out on You?

After 11 years in sales, I've put together and delivered... Read More

Does Your Marketing Pass This 10-Point Test?

Good marketing, whatever form it takes, always meets certain criteria.... Read More

Powerhouse Marketing With Persuasive Postcards

The lowly postcard?it's more than just a "having fun, wish... Read More

11 Powerful Marketing Tips

Each of these 11 marketing tips is based on a... Read More

The Use of Bar Code SMS in Mobile Marketing, Advertising, CRM

Anybody that frequents shopping malls are familiar with the bar... Read More

Testing Your Way To Prosperity

I have always enjoyed talking to a Realtor friend of... Read More

Refresh Your Web Site

So you have a Web site. And so does most... Read More

Blowing Your Own Horn

Opportunity Assistance Business Resource Center At first you must think... Read More

Full Color Postcard Marketing: 7 Reasons Why They?ve Become the New Direct Mail

The most crucial aspect of having a high response rate... Read More