So you’ve taken the dive and gotten different in your marketing. Your company has commanded attention from your prospects. Now, how will you keep that attention and win their business?

Attracting is the second key phase in The D.A.D. Method. In Part I of Attracting Customers, I introduced the importance of attracting your customers and engaging them, keeping their attention. I even shared some attractor influencers. This concept is solid, but we need to dig deeper so you can ensure your marketing attracts customer engagement – for good. You in? Awesome.

Hold up. Before you go devising a new marketing strategy, I want you to do a quick exercise for me.

Right now, jot down exactly who your customer is.

Now, write down what would attract them to your offering.

It’s possible you’re not completely clear on these components. Here’s the deal. Your marketing is going to stink if you don’t know exactly who your customer is. Sure, you can be different and you can probably attract them. But for how long? Long enough to get them to that next step of signing up? Nope. They’ll move on to the next shiny object because your message didn’t speak to them personally. Ouch.

There’s a lot of talk about knowing your customer avatar – or your customer profile. People respond to what speaks to their identity, and we are attracted to images and messages that affirm that identity and who we are. Read that last sentence again, because this is the sweet spot. Once you identify your customer, their pain points, and how your offering can serve their needs, you will be able to engage them in your marketing long enough for them to become your next customer. Probably for good.

I can’t identify your customer for you. Your offering is likely different from mine. I will share that sure, we check reports and data to see how our marketing is performing. However, I like to go a little next level (I bet you knew that) so I often survey my customers and have a call to action in my books to create a path of communication. We receive personal responses to these invitations and people share their stories and exactly what their needs are. From there I am able to tailor our offering, and our marketing strategies naturally begin to speak to the identity of our customers. 

The word marketing can get a bad rap. So as you are upgrading your marketing plan, make sure that what you’re really doing is responding to what you hear potential customers need. Listening to those needs will allow you to steer your offering, and therefore marketing, in an authentic and integral way. And that’s something that will win every time.

-Mike