Getting your customer to choose you is really all about three things: Frequency, Intensity and Duration.
We really only buy things to alleviate some kind of pain and frustration. When the pain and frustration of continuing as we are is greater than the pain of changing – we act.
The primary function of all DIY Marketers is to get our ideal customer to choose US instead of some other alternative – by spending the least amount of money time and energy.
We all know that solving a customer’s pain and frustration will lead to a sale – but how do you identify that pain and even more importantly get them to act. The first step is understanding what your customer really wants.
- What does your customer want? It’s the old shovel and hole example. People buy shovels because they want holes. What is your customer’s hole and what is the shovel you are trying to sell. Here are a few examples: Dominos’ customers’ hole is fast and hot (everyone sells pizza – but they aren’t all fast and hot when they get there.)
- What pain or frustration do they feel? In our pizza example, the pain is simple; people are hungry, they don not feel like cooking and so they think “I’ll get a pizza.” That’s fairly straightforward. But then there is that frustration – “I call to order a pizza and it takes an hour to get here – in a hour – I’m ready to die. Then when it gets here, the pizza is cold!”
- How often do they feel that way? That’s the frequency question. Every time they feel tired and hungry and don’t want to make pizza – they think about ordering one – but every time they do – they get cold pizza that takes an hour to get there. That could be once or twice a week.
- What’s the intensity of that pain? Well – that depends on how hungry they are – or how many screaming kids they have yelling for pizza. If it’s just you – may not be that bad. But a roomful of screaming kids – that might be another story.
- How long does the pain last (duration)? As long as you’re hungry and waiting knowing you’ll get cold pizza in an hour.
When you identify these three critical purchasing triggers and use them in defining your irresistible offer – you will have success.
Here is a worksheet that will help.