The secret behind all and any advertising being successful is getting to know your Customer!

Simple? Yes

Easy? Sure!

Often missed? ABSOLUTELY!

Most advertisers spend a lot of time talking about :” The Wonder Of Being Me!”. They discuss how long they have been in business, where they came from, how much they know, how wonderful they are, the awards they have achieved etc etc etc.

But ya know what. Your Customer doesn’t give a hoot about that stuff. They care about what THEY care about.

So… What do they care about?

I don’t know. It’s different for every product and service.

That’s your job to find out. You need to identify who your customer is and really get to know them. Really identify who they are, what their pain is and whet their REAL desires are.

If you just said “Well John, that seems great, but all of my Customers are different.” Then you have a bigger problem.

You need to identify and segment your Customers into related groups. If you are selling a great hand cleaning soap, your customers should be anyone with hands.

But go deeper than that… look at the niches. Perhaps one would be Moms. One might be Automobile Machine shops. One might be Hospital employees.

You need to identify those niches and then create marketing that will speak to them, in their words, solving their problems, eliminating their pains.

Get to know your customers, deeply know them. The future of your business depends on it!