Have you ever played a matchmaker?
Say you have to find a match for your best friend.
You wouldn’t set up your best friend with just anyone, right?
You’d find the perfect match based on what you know about them.
It’d be like piecing together a beautiful puzzle. Each fragment representing a piece of their heart, their desires, and their dreams.
That’s how your marketing should be as well: tailored to your customer’s hearts, their desires, and their dreams.
You want to deliver them a near-perfect product. Based on what you know about them.
You want to play matchmaker-in-chief.
It’s like a superpower. To peek into your customer’s mind. To deliver them their perfect match.
How do you gain that superpower and become your customer’s matchmaker-in-chief?
I’m about to tell you three game-changing secrets that will feel just like having that superpower.
🧠 Here’s What You’ll Learn Today (In Less Than 5 Mins)
▻ 3 insights that will give you the superpower to peek inside your customers’ minds
▻ 5 ways you can find those insights (3 of them work like a charm even if you don’t have an existing customer base)
▻ Your action steps
🤫 The Motivators: The ‘Why’ Behind Their Buys
This is what drives your customers.
People have different motivations behind different purchases.
Think about this: some people want to lose weight.
Others? They just want to live healthier.
Say you’re selling a home workout kit.
Knowing your audience’s motivator can be the difference between pitching it as:
- “Lose 10 pounds in a month!”
- Or “Embrace a healthier you from the comfort of home.”
Selling eco-friendly products?
Some people are motivated by saving the planet. While others are all about saving on their bills with energy-efficient choices.
For meal kit delivery?
One person might be after exquisite experiences. While another simply hates grocery shopping.
Knowing their motivators = Knowing their whys = Fulfilling their whys.
🙄 Decision Constraints: The Invisible Fences
As a kid, I used to get ₹2 almost every day, or nearly $0.024. I used to use that money to get candy.
The little me would have loved to get the jumbo chocolate bar. But I was pocket-money-bound. It wasn’t something I could afford.
That’s a decision constraint. The invisible force that stops the customer from purchasing your product or service.
You have to use your superpower to find that invisible force. And then address is head-on.
Another example would be a business wanting software to streamline its processes. However, they are concerned about long implementation times.
So, it’s not always about what your customers WANT.
It’s about what they CAN or THINK they can.
Maybe it’s money. Or time. Or past experiences. Or even tech know-how.
Knowing their decision constraints = Targeting the right audience AND addressing their objections head-on.
In essence, it’s about removing the barriers that prevent your customers from saying yes to your offering.
👋 The Shifts: The ‘Before’ Picture
It’s their crazy ex. The old they’re leaving for the new.
But it’s more than just Brand A vs. Brand B.
Imagine This:
Someone ditches their regular toothbrush for an electric one.
It’s a switch from an old habit to a new, efficient one. Not simply from one brand to another.
Swapping out soda for health drinks isn’t just about brands. It’s a shift towards healthier living.
Upgrading from regular to smart home devices? That’s a switch from manual control to automated convenience.
So… sometimes it’s not just that they’re shifting from your competitors to you.
It can be that they’re shifting from their current solution to a better one.
(You know, like shifting from their silly little flings to a lifetime partner.)
🤩 5 ways you can find these insights about your target customers
Say you have an established customer base. These should be the primary ways you should use:
- Customer interviews: 7–10 interviews should be enough.
- Customer surveys: send a survey to your existing customer base.
Incentivize both of these to increase the number of responses.
But keep one thing in mind. Make sure that the incentive isn’t too high or too big. Or people will just take advantage of it and give random answers.
What if you don’t have an existing customer base?
These are the methods you should use:
- Surveying new customers using an embedded form on the thank-you/confirmation page (don’t ask more than 3 questions)
- Review mining: Analyse the reviews of your competitors or similar solutions. It will give you a tonne of insights.
- Customer support tickets. See what customers are telling you directly.
But even if you have an existing customer base, I recommend doing all 5. It will give you more insights.
And the more you know, the better job you can do as matchmaker-in-chief.
💸 Next steps
Once you have the insights, you’ll be unlocking the formula to connect with your customers on a whole new level.
Here’s how:
- Match your product’s or service’s perks with the motivators.
- Chat about the decision constraints in your marketing. Offer solutions like easy payment plans or quick-start guides. Show ’em how your product wins over those dark, invisible forces with grace.
- Recognise the common shifts people make in your field. Shout about the plus points of your shiny product. Paint your product as the future. And the future’s looking good.
A brand that gets these right is like a chef who knows just the right amount of spice. Just perfection!
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P.S. Wanna really level up your marketing, wow your customers, make more sales, and build a distinct & memorable brand?
Here’s how I can help:
➤ Book a 1:1 Power Hour Call with me and let’s solve your online marketing/conversion problems together.
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