What Customers Crave

1. Brand Attributes Define Your Business Identity

Your brand is what other people say about you when you're not in the room.

Intentional branding: Your brand is your reputation, living in the minds of your audience. While you can't directly control what people think, you can guide their perceptions through intentional actions. Choose 3-5 core attributes that form the essence of your brand, and consistently embody them across all touchpoints.

Brand consistency: Ensure your brand feels the same to your audience every time they interact with it. This extends from your website and social media presence to your product offerings and customer service. Consistency breeds trust and makes it harder for customers to go elsewhere once they're hooked on your brand.

Core brand attributes examples:

• Authentic
• Innovative
• Empowering
• Trustworthy
• Playful

2. Know Your Ideal Customer and Carve Your Niche

Quit trying to be better than your competitors. Think of how you can position yourself differently.

Ideal customer profile: Develop a detailed understanding of who your ideal customer is. This goes beyond demographics to include their goals, pain points, and desires. By focusing on serving this specific audience, you can tailor your offerings and messaging to resonate deeply with them.

Differentiation: Instead of trying to outdo competitors, find your unique positioning. Identify the white space in your niche where you can stake your claim. This differentiation will help you stand out and attract the right audience.

Questions to define your ideal customer:

• What are their biggest challenges?
• What are their aspirations?
• Where do they hang out online?
• What type of content do they consume?

3. Content is the Bridge to Your Audience

Just because you run a business online doesn't mean you neglect experience from your brand equation.

Content strategy: Your content should guide potential customers through their journey with your brand, from stranger to loyal fan. Create content that addresses different stages of awareness and nurtures relationships over time.

Value-added content: Focus on creating content that adds to the literature in your niche, not just noise. Provide unique insights, solve problems, and inspire action. This builds your authority and keeps your audience coming back for more.

Content types for different stages:

• Awareness: Blog posts, social media content
• Consideration: Email sequences, webinars
• Decision: Case studies, product demos
• Loyalty: Exclusive content, community forums

4. Email Marketing: The Key to Nurturing Relationships

Email has the highest conversion rate (66%) when it comes to purchases made as a result of receiving a marketing message.

Email sequences: Develop automated email sequences that nurture subscribers over time. These should provide value, build trust, and gradually introduce your offerings. Tailor your sequences to different segments of your audience for maximum relevance.

Engagement tactics: Use the 4C framework to create engaging emails:

• Credibility: Showcase your expertise and results
• Commitment: Encourage small actions from subscribers
• Continuity: Create anticipation for future emails
• Context: Explain why your content matters now

Key email metrics to track:

• Open rates
• Click-through rates
• Conversion rates
• Unsubscribe rates

5. Create a Product Ecosystem for Repeat Customers

A product ecosystem is when one product feeds into another.

Product ladder: Design a range of products that solve different aspects of your customers' problems or help them achieve progressive goals. This creates natural upsell opportunities and encourages repeat purchases.

Value alignment: Ensure each product in your ecosystem aligns with your brand values and delivers on your core promise. This consistency builds trust and makes customers more likely to try additional offerings.

Product ecosystem example:

• Entry-level: E-book or short course
• Mid-tier: In-depth online course
• High-end: Group coaching program
• Premium: One-on-one consulting

6. Craft Compelling Offers That Resonate

People don't want to buy a quarter-inch drill. They want a quarter-inch hole.

Focus on outcomes: When crafting your offers, emphasize the results and transformation customers will experience, not just the features of your product. Speak to their desires and pain points directly.

Value proposition: Clearly communicate the unique value your offer provides that customers can't get elsewhere. This differentiation is key to standing out in a crowded market.

Elements of a compelling offer:

• Clear, attractive promise or outcome
• Unique value proposition
• Relevant bonuses
• Urgency factors
• Risk reversal (e.g., money-back guarantee)

7. Sell Without Being Salesy

People don't like the idea of being sold to.

Customer-centric approach: Instead of focusing on your product, put the spotlight on your customer's needs and desires. Frame your offerings as solutions to their problems rather than pushing for a sale.

Emotional connection: Recognize that people buy for emotional reasons and justify with logic. Appeal to both aspects in your marketing by highlighting the emotional benefits and providing logical support for the purchase decision.

Selling dos and don'ts:
Do:

• Educate and provide value
• Tell stories that resonate
• Address objections proactively
  Don't:
• Use high-pressure tactics
• Make unrealistic promises
• Ignore customer concerns

8. Delight Customers to Turn Them Into Advocates

30% of shoppers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity.

Exceed expectations: Go beyond simply delivering what you promised. Look for ways to surprise and delight customers at every touchpoint. This creates memorable experiences that turn customers into vocal advocates for your brand.

Leverage social proof: Actively seek testimonials and feedback from satisfied customers. Use these endorsements in your marketing to build trust with potential buyers. People are more likely to trust recommendations from peers than traditional advertising.

Ways to delight customers:

• Personalized follow-ups
• Unexpected bonuses or upgrades
• Responsive customer support
• Exclusive community access
• Early access to new offerings

Last updated: November 21, 2024