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Dom Vonarburg
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What Your Perfect Customer Means To You
By Bob McElwain
The long and short of it is: Everything. Your business may
succeed or fail depending upon this definition.
Your website is created with great care to fit the needs,
hopes, and dreams of your Perfect Customer. Every word on every
page is written for this person to read. As you prepare a
newsletter, write an article, or put together a product
comparison, every step is dictated by who your Perfect Customer
is. By what he or she wants or needs.
Why So?
The answer is incredibly simple. You can't please everybody.
It's flat impossible. The same holds for anything you write.
Your copy will never satisfy all.
A sales person face-to-face with a customer, can adjust his
or her thinking quickly in response to even a simple question.
This isn't possible on the Web. Even though technologies are
coming that provide an enormous degree of personalization
through a website, they will not be able to provide the subtle
changes of direction experienced sales people make routinely.
Our Only Hope
On the Web, the solution is to talk specifically, one-on-one
with our Perfect Customer. He or she stands beside us as we
develop material. We look up now and then and ask if that last
point was clear. Ask if further explanation might help. And we
"listen" to the answers. For this is the person we are selling
to. Make this sale, and we'll make others. Strike out, and we
may as well close up shop.
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For example, if you are updating your site often, you can re-submit
every time you change it. Every submission produces a detailed
report on the results.
In a word, authenticity. If I speak on my website as I would
speak to you face-to-face, every fiber of my being is devoted to
communicating with you. Not to all of my visitors. Not even to
most of them. Only to you, for you are the only one who
matters.
In this I indirectly share my values and attitudes in all I
say. The way I feel about my product shines through in positive
fashion. You recognize that I believe in it, and that I believe
it will work for you. As you read, you will nod with approval,
and continue.
Everything said I believe is true. I can't lie in a
face-to-face encounter and get away with it. Yes, I know many
can, but I can't. And chances are you can't either.
If I do my part correctly, we will have communicated to
precisely the depth you wanted. You will be content with the
input received. Even though the buy decision is likely to be
made emotionally, your position will prove reasonable for I have
provided the information you need.
An Aside: Experienced sales people can wrap their minds
around most any product, take a firm grip on who the Perfect
Customer is for it, and sell it effectively. It is not a matter
of lying or con. It's only a matter of understanding what is
required to sell. For those new to selling, adapting the
approach suggested above will be far more effective.
Authenticity Matters
Others who read my words are not you. But the magic in this
approach is that they will come away with much the same
conclusion you did. Because my conversation with you resonates
with authenticity. That is, it rings true. It will also ring
true for others within my target.
Yet if I try to speak to the whole of my target, as a
politician might in speaking to a crowd, I will satisfy the
needs of only a few, if any. It will not be possible for my
words to ring true for all or even most of the group. At least
not with the clarity I can manage when speaking specifically to
you.
While your Perfect Customer exists only in your mind, he or
she is as representative of your target as possible. The one
person who most typifies every individual within it.
Always talk specifically to this person. Invite he or she to
contribute as you develop material. Ask questions. "Listen" to
the responses. And act accordingly.
About the Author
Bob McElwain, Affordable, Personalized, Professional Support
Author of "Secrets To A Really Successful Website." For
info, visit http://sitetipsandtricks.com/webways/
