Regardless of the industry you serve, from landscapers to lawyers, janitors to gym owners, and arborists to architects…you want more customers, right?
If the answer is, “of course!” then keep reading (and if it’s, “well maybe…” then it’s time for you to update your resume and apply for a job somewhere).
I’ve talked to countless business owners and the #1 pain point that surfaces is, “how do I get more customers?”
I’m going to show you how to do that in 3 simple steps.
Step 1: The Watering Hole
The first step in getting more customers is finding where they are hanging out. This could be online or offline. If you notice that your perfect, ideal customer is loitering around bus benches…AWESOME. You should buy some advertising on bus benches. (Comment below if your customer is hanging around bus benches so I know what market you’re in… haha)
In reality, they are probably spending their time online, in Social Media, blogs, etc. They have some shared pain point, interest, or desired end result. This might mean they are watching the same shows on TV, members of the same club, reading the same books, drinking the same beverage…. you get the idea.
Let’s take a real-world example of a Yoga studio. If you owned a yoga studio, you want more people to come to your studio and take more classes, right? Depending on your Customer Journey you might have a free class, lead to a paid week of classes, leading to a membership, and finally maybe 1-on-1 instruction to maximize your profit.
If you already have customers, you can start to notice and “spy” on them and look for similarities.
Do you notice that during your class there are a certain type of car in the parking lot?
Do they all wear a certain brand of clothing (shoes, pants, mats, etc)?
Are they male or female? What age are they?
Now, if you have customers, you can learn more about them in 1 of 2 ways:
1 – Use your eyes and your brain. Look around, be observant. Look for similarities in your tribe.
2 – Survey them. That’s right, just pass out a simple survey when they come into your studio (incentivize them if necessary with a drawing, a free class or giveaway) or use something like Survey Monkey (free) or Google Forms (free) to make a simple survey via email. Or, do both.
The goal of the survey is to find out more about them…ask them what books they read, what shows they watch, what clubs are they a part of, where do they shop, where do they live?
If you don’t have customers and you’re starting this yoga studio from scratch, try the following:
1 – Check out your competition. Who is the dominant player in your space? What are they doing online and offline to attract customers?
2 – Sign up for a free class and use your power of observation skills to “spy” on their demographic. Use the tips listed above. (Now, you probably can’t be handing out a survey at the door or they’ll kindly escort you off the premises).
3 – Gather a focus group of what you *think* your customer will look like. Start reaching out to them online, email, text, FB messenger, etc. Try to get as many as possible to take your survey.
If you’d done this well, you start to have enough data to say about your ideal customer (or “avatar”):
- Age, gender, parental status
- Favorite author(s) and TV show(s)
- Zip code
- Other interests or hobbies
- Pain points (negative) or aspirations (positive)
- …along with any other key data points you have gathered
Getting true clarity on this will help you craft your messaging and offer(s) to your ideal audience.
Step 2: The Beacon
Now that you know your ideal customer, and you have an idea where they are “hanging out” online. You need to send out the beacon (or as I call it the “Bait” in my Process)
Gary Vaynerchuk talks a lot about “aggregating attention”, and I totally agree with the importance of this concept.
Let me explain: the world of marketing is vastly different than 20 years ago (heck, even 5 years ago).
I remember in the not-so-distant past that we’d keep the Phone Book on the counter by our phone. In the kitchen or dining room, it was right there within arms’ reach at all times. If we didn’t know what to eat for dinner we’d flip to the back and thumb through the coupon pages until something caught our eye.
Fast forward 20 years…
Do you still get the phone book? Do you hear a loud “thud” on your doorstep every 6 months or so?
And when you hear that thud, you gather your loved ones, rush outside like a kid on Christmas morning and fight over who gets to look through the phone book first?
Wait, you don’t? You mean, you ignore it for 3.5 weeks and leave it on your porch, let it get rained on and chewed on by the neighborhood dog then you throw it away?
Yeah, you and 99.9% of those businesses ideal customers do the same thing.
So, if you NO ONE (and I mean NO ONE) is looking at the phone book (in other words, it has no one’s attention) why in the world would you ever spend a dime advertising?
Same thing with coupon mailers. Bus benches are no different (no offense to anyone who is crushing it with bus benches and has already left a nasty comment). Billboards?
Do me a favor, next time you’re driving down the highway, watch (carefully) and observe other peoples’ behavior on the road.
If they have passengers in their car, what are they doing?
Heck, what are the drivers sometimes doing?
That’s right, they are staring at their phones. They are not looking around at all the awesome billboards that are flying by. Again, the billboards don’t have their attention…
I think I’ve made my point.
The reality is, everyone is on their phones. Think about your own behavior. When you have any downtime (as a passenger on the train or in a car, waiting in line somewhere, watching TV and a commercial comes on)…
Where is your attention? It’s focused on that little rectangle in your hand.
What does this mean to my Yoga Studio example?
It means you need a comprehensive advertising & marketing strategy on Facebook, Instagram and Google…
Send me a message on FB if you want to chat about what this could look like in your business.
Step 3: The Offer
Ok, this is where it gets good. You know your avatar (your ideal customer), you know where they’re hanging out…
Now it’s time to craft your offer.
Your offer is all about solving your customer’s pain. The more pain you’re solving, the more you can charge for your product or service.
If you have a product that can make me lose 1 pound in 30 days, I would pay next to nothing for that.
But if you have a product that could transform my status and my lifestyle…that’s obviously a lot more valuable.
In my yoga studio example, what would we be “selling”?
Flexibility? Maybe, but not that exciting. Not too many people are staying awake at night wishing they could do the splits…
Confidence? Now we’re getting somewhere! Could 30 days of yoga make you feel more confident? Absolutely!
Healthy Body Image? You bet!
See what I mean? If you’re a landscaper, you’re selling the idea of “having a yard that makes your neighbors jealous…without any of the hard work.” Sound better than “I will mow your lawn for $XX dollars”?
An attorney might sell “peace of mind knowing that your kids are taken care of” instead of a “I will set up your will…”
Peace of mind, confidence, body image, better sleep…what is it your customers really want?
What keeps them up at night?
For more help on getting more customers in your business, just message me on Facebook and start the conversation.
Comment below your questions, thoughts, and techniques.