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Why Knowing Who Your Perfect Customer is matters so much

How well do you serve your Perfect Customer? As in Delight them? Compel them to want to know you?

It’s a question which often stumps my small business clients.

They hear the words ‘Customer’ and  ‘Serve’ and confuse what I’m really getting at.

Which is, if you don’t know who you want to serve and delight, and you don’t knowtheir challenges and goals, and you don’t know their needs and fears . . .

. . . how can you truly attract their attention? Never mind get to know them, and then potentially convert them?

So, you can never know enough about the audience you serve. Seriously, I mean, Never!

I call this Perfect Customer Profiling. And it’s a really powerful and fundamental marketing exercise a lot of people miss.

It’s a bit like dating. If you simply relied on good looks, but made no attempt to really get to know someone, oh and then didn’t keep in regular touch . . .  errrm, well,  I think we can guess, that’s not a match made in heaven!

The trick with getting to know your Perfect Customer is to ask yourself – and them – questions.  In your emails, with a survey, or get on the phone if necessary.

Ask customers what their challenges or pains are, how your own product or service solves them; what did they need to know and feel before they bought from you?

Just like a recent client of mine did recently. He knew one of his printed products was selling well, but not why.

After speaking to his customers he now knows what challenges and needs they have. (I call these  Customer Pains!) And crucially, he’s learned what success they’ve achieved by using this product.

It’s not that his product is particularly unique or different from anyone else’s. He has competitors – lots of them.

But what IS unique and different, is his knowledge of what his customers are trying to achieve with this product and why. And which solutions work best in different circumstances.

Now he knows who his Perfect Customer is and can perfectly position his product knowledge and expertise as a Painkiller for them.

He’s worked out a value ladder of these specific products. He knows he can bring customers in at the lower value end – profitably – and then upsell.

He’s got a plan and absolute clarity – which is great for him AND his potential customers. Suddenly his marketing messages speak their language and understand their Pains and Needs.

Now he’s truly Serving them with great added-value advice and when they’re ready to buy – guess who’s going to be top of mind?

Oh, and there’s another bonus when you know your Perfect Customer, it brings massive focus too. Focus means you can be consistent in your service to them.  No more scatter gun, time-wasting marketing effort, no more relying on luck.

That’s the power of Perfect Customer Profiling!

5 Email Marketing Mistakes and How To Fix Them

I noticed a ‘bit of a cheeky request’ in my inbox the other day . . .

No, not that kind of cheeky ; ) !! And to be honest the only reason I spotted it was because I’d seen the exact same message in my LinkedIn mail box earlier. And despaired.

Why? Well the general gist was to introduce their businesses to me and then came the phrase ‘I know this is a bit of a cheeky request but . . . would I consider referring them?’ Quote unquote.

Do I know them personally? No. Can I remember the name of their business? No. Were their services relevant to me? No. Would we go up to a complete stranger in the street, accost them about our business and then . . . ask them to refer us? No way. So why do it by email?

I say despaired because truthfully I felt sorry for the author. It sounded desperate, even if it wasn’t.

And that’s the nub of the matter: too many email campaigns like this sink without a hope of converting to a lead. But it needn’t be that way.

The statistics show that:

  • 64% of decision makers still read targeted relevant emails
  • If we build relationships in the right way email is 40x better at converting people to paying customers than social media (and that’s not to knock social media at all, it’s a very important part of the mix).

So, how to stand out in a crowded inbox and create conversations which convert?


There are 5 key problems:

  • Lack of consistency – if you start keep it up. What if your favourite TV programme or magazine didn’t appear, just because? How would you feel? And how soon would you forget the content or the offers. So persist, consistency is key if you want to get noticed.

I often get asked how frequently should emails be sent. Well monthly is the usual starting point and if that’s all you can manage it’s a start. But if you want to get noticed and remembered, aim to increase to at least every other week; if you want to ‘go pro’ then several times a week – always with the option to either reduce the frequency or unsubscribe.

One simple solution is to get writing first so you’ve a bank stored up and then launch. Once you’re confident you can get past the creative hurdle and maintain your output it’s a huge boost.

  • Your content isn’t relevant – by this I mean people send the same content to everyone and then wonder why one size doesn’t fit all.

There are multiple factors at play here, but your starting point is to target your Perfect Customer. You must know that persona inside out and be able to articulate it (to yourself) in a sentence. Then imagine talking to them.

Once you know your Perfect Customer profile then you will know their pain points, the problems they need solving.

Your emails should address those pains by offering advice or How to Guides, and if they’re interested they’ll click on your landing page and then you can start to build a relationship and develop trust.

See below how to get two completely free tools to create your Perfect Customer profile and identify what their pains and problems are!

This is where most people go wrong. They bring you into their List and that’s it. There’s nothing else, no experience, no stories to create emotional impact – all of which is hugely important if you want to create relationships where people give you permission to enter their Inbox and intrude on their busy lives.

If they do, then it’s because they value what you have to say and feel like they know you. Boom! The marketing magic has started.

  • Your content is Too Salesy. Again another barrier to sign ups and here’s why. I teach clients a simple methodolgy to help them get clarity about relevant marketing approaches. And by the way this works just as well offline as online!

Think of it as Motorway Mindset Marketing and your prospects are either in the Slow, the Middle or the Fast Lane Mindset.

In the Slow Lane they frankly don’t know they’ve got a Pain or Problem. It’s your job to educate them in a way that makes them think ‘Hmmm, that’s interesting I never knew that. ‘ A pdf guide maybe which takes 3- 5 mins max to consume.

Middle Laners are problem aware and actively seeking solutions, while your Fast Laners’ mindset is receptive and if you’ve done your job right, qualified and ready to buy.

Your emails need to address each of those mindsets with different content and trigger points to move them up into the next lane.

So guess what happens if you send a Slow Laner a Salesy email or irrelevant content? They don’t know you, they’re not even aware they have a problem? Delete – you’re out – before you’ve even started creating a relationship.

  • Newsletters. Hmmm. When did you last sign up for just a newsletter? Personally I only ever sign up for information I think will help me and my clients generate more leads. Something called a Newsletter doesn’t even get opened.

So if you’re sending out a Newsletter with relevant engaging content why not rename it? Say you’re an accountant, why not call it Tax Saving Tips by Email? Or if you’re an HR consultant how about People Productivity Tips?

  • Lack of Strategy. This is the glue which hold everything together. Marketing Funnels are critically important for successful email marketing campaigns and are all about crafting multi-stage sales experiences which are relevant to your potential customers.

That’s where Motorway Mindset comes in. The Slow, Middle and Fast Lanes represent each stage – and if your content nurtures each Mindset solving their Pains as they move through your funnel then you’re not only generating leads you’re qualifying them at the same time.

Ask yourself this? What if your potential customers felt connected to you and trusted you without you having to spend all that time One on One? What if you were so relevant to their needs you never had to sell?

That’s the ultimate power of email!

Online Marketing Terms

Ever been confused by the plethora of Online Marketing terms? Just working out a strategy is hard enough never mind knowing the difference between EPN and CPA.

I’ve created an Online Marketing Reference Guide for you to help you make the most informed decisions that will lead to the best results for you. Feel free to bookmark this page and refer to it when needed. I will keep this list updated so it will continue to be a valuable resource for you.

And if there’s a term missing you want to understand then please let me know so that I can include it.

Motorway Mindset Marketing: A specific method based on using 3 sets of “behaviour or mindsets” to create 3 different “lanes” of leads. This is designed increase your reach to 80% more potential customers and decrease your cost of advertising.

Cost per Lead (CPL): Cost per Lead refers to the amount or price you pay per “sign up” or per lead generated in a particular campaign or advertising source that is being evaluated.

If you spent £100 and received 10 leads, then you have a CPL of £10 per lead. You may look at your CPL for just one source (Facebook advertising) and also for a bigger medium such as paid search in general.

Although CPL is important to look at, what is more important is the quality of the leads that are coming in. Are the leads converting to sales? Are the leads the sort of customer you are looking to work with? If not, there are lots of ways to address this.

Cost per Click (CPC): Cost per Click refers to how much you pay for an individual ad click. The way this is determined differs based on every platform. Advertisers can use different techniques to decrease their CPC. Many techniques involve writing more compelling ad copy which resonates more with the audience and leads to a higher Click-through Rate (CTR). Most ad platforms will give you a lower CPC when you have a higher CTR.

Cost per Acquisition (CPA): Take your total revenue over a period (year/month) and divide by the number of customers you had during the same period.

Conversion Rate: In internet marketing this refers to the number of users who “convert” out of the total number of users who visited. An example of a conversion rate from an ad would be to look at how many people filled out say an email optin form (which would be defined as ‘the conversion’) vs. clicked the ad.

Click-through Rate (CTR): This refers to the number of people that clicked on an ad vs. saw the ad. Clicks ÷ Impressions = CTR.

Internet Marketing Funnel: An internet marketing funnel is a marketing strategy where the goal is to develop a relationship with the prospect by setting up a funnel. All new potential leads are poured into the top of the funnel, with the aim of ‘converting’ some to drop out of the bottom.

The techniques you use to convert as many of these leads as possible before they leak from the funnel are based on the MMM formula where you provide them with relevant valuable information about you and your product based on their mindset and your knowledge of their pain point. The goal is that they become a customer at the end of the funnel.

Web Analytics: A program or software that analyses and measures the activity on a website for the purposes of understanding the visitors, optimizing the pages, and creating better content. An example of this is Google Analytics.

Content Management System (CMS): A web application that helps users develop, add and edit website content. These system allow users to manage content, add new content and also store content such as videos, articles and other digital content.

Bounce Rate: The number of people that click a page and leave immediately after visiting just one page. Online marketers strive to have as low a bounce rate as possible. Low bounce rates usually mean the visitor is interested in the content of the site.

Landing Page: A single web page, separate from the main body of your website that has a single goal of capturing information about the visitor for sales purposes. It usually provides a form for the visitor to fill out and is part of a marketing funnel.

Content Upgrade: A content upgrade involves allowing a visitor to opt-in to receive a free relevant resource in return for their email. They are then added to an email marketing campaign.

Lead Magnet: An extremely enticing piece of content or a free resource that entices visitors to give their information (usually an email address) in order to receive the content.

Call to Action (CTA): The call to action in advertising refers to content that provokes the viewer to take action such as “view now,” “start now,” “buy now” or “learn more now.”

Retargeting: Retargeting is a extremely powerful form of marketing where a piece of code is installed on your website which allows you to create cookies (small pieces of data sent from a website and stored in the visitor’s browser). These cookies then allow you to create remarketing lists and advertise to visitors based on their past visits to their website.

Retargeting can help increase conversions, but it can’t drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic. Remarketing campaigns usually have lower CPCs and higher conversion rates.

Customer Lifetime Value (CLTV): Customer Lifetime Value refers to the total value of a customer over the entire course of their relationship with a business. A business can increase revenue by marketing to current customers and increasing their CLTV.

Email List: The number of subscribers who opt in for your emails. This should not be confused with a Contact List you send emails to.

Email Deliverability: When sending out an email campaign the “email deliverability” refers to looking at the successful number of emails that were not sent into “spam” “bulk email” or other categories which lead to them not being properly delivered and opened by a potential lead.

Earnings Per Name (EPN): This is a measure of the revenue you earn from each email subscriber per month. Sometimes also known as Value per Subscriber. It’s difficult to get this kind of data until you have c500 + subscribers. Once you have this figure you can work out your ROI from your advertising spend. The Industry average is $1-3/person/month.