Know Your Customers and Market

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If you know your market you can relate to them and solve their problems or offer your products and services to them. The is the key to working in your market. If you are already a market leader then people probably already Know, Like and Trust you.

Talk to any expert marketer and they will talk about knowing your customers better than they know themselves. What keeps them up at night is usually a problem they can’t solve on their own and need some help.

Dan Kennedy’s 10 Smart Market Diagnosis and Profiling Questions from The Ultimate Sales Letter.

What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling?
What are they afraid of?
What are they angry about? Who are they angry at?
What are their top three daily frustrations?
What trends are occurring and will occur in their business or lives?
What do they secretly, ardently desire most?
Is there a built-in bias to the way they make decisions? (Example: engineers = exceptionally analytical.)
Do they have their own language?
Who else is selling something similar to them, and how?
Who else has tried selling them something similar, and how has that effort failed?

If you are not a leader then ask yourself a these questions about your market, ask yourself these questions about your market.

What keeps them AWAKE at night?
What are they AFRAID of?
What causes them PAIN?
What makes them ANGRY?
Who are they FURIOUS with?
What do they WORRY about most?
What are their VALUES like?
What’s their most URGENT, hot button crisis right now?
Who are their ENEMIES?
What INCOME bracket are they in?
What are their POLITICAL views?
What 3 things FRUSTRATE them most each day?
What do they WANT more than anything?
What do they do for WORK?

What are the biggest MISTAKES a potential product could help them stop making?
What is the #1 most URGENT hot button problem they are attempting to solve?
What FEELINGS are they experiencing when they’re doing a Google search about the big problem they need solved?
What do they COMPLAIN about to their friends?
What ROLES do they play in life? (i.e. boss, parent, lover, spouse, etc)
What OTHER (related) products are they buying?

Where Can you get the Answers to these questions?
Talk to the market
Be a fly on forum walls
Facebook analytics
Amazon reviews, letters to the editor
The ads that have sold them on related products

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