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Do You Understand What Your Targeted Customers Buy?

Business Marketing

Targeted Customers

In business, your targeted customers do not buy to please you but to satisfy their needs. When people buy from you a product, it’s not the product per se they buy. It’s the satisfaction, the pleasure or the outcome they derive from buying that product. As you do your business, endeavour to understand what your target market buy so that you can motivate them to buy from you.

Understand the needs your targeted customers want to satisfy with your product!

In most businesses, there’s a lot of competition. So many companies are struggling to survive. As a business person, don’t spend your money and time blindly marketing your products without knowing what your targeted customers buy. Why? It’s because you won’t be able to focus the exact motivations that drive your potential customers’ decisions to buy from you. It’s therefore so important to discover first what your targeted customers buy.

For instance, when one comes to our business to engrave a laptop, it’s not etching the computer per se that he wants. It’s the benefits and satisfaction he derives from having it engraved. Either he wants to give a personal touch to his computer or stop thieves from taking it or beautify it.

As long as you get to understand those benefits and satisfaction, you focus your marketing campaigns on them to motivate your potential customers to buy. By following what your targeted customers buy, you find it easier to turn them into buyers because you solve their problem.

Using the example above, when we are marketing the laptop engraving service, we know what to say to turn our targeted customers into real buyers. Our marketing strategies, therefore, focus on those motivations that drive them to buy. Our choice of words addresses our targeted customers’ values.  See what we sometimes say.

  • Protect your laptop computer against theft by laser engraving it!
  • Laptop engraving is an excellent theft deterrent – have yours engraved now!
  • Give your laptop a personal touch by customising it with your graphics!
  • Laptop customisation makes your computer look appealing to everyone!

People buy benefits, results, happiness, satisfaction. Did you know?

As already said, people buy outcomes but not products per se. What someone pays money for when he buys a bottle of beer out in a bar could be happiness and joy. To others, it could be excellent service, fulfilment or reduction of stress but NOT the bottle of beer. If it’s just the bottle of beer, then you need to ask yourself why he chooses to have it taken in Bar X. Aren’t there so many other bars within the same locality? You will find the answers from the outcomes I have mentioned. Finding out the solutions is very important to you as a business person or marketer.

Examples of the outcomes for which people spend their hard earned money when buying products include satisfaction, results and prestige. They buy solutions, freedom, joy and happiness, saving time and energy, benefits, advantages and value. Not only that, but they also purchase dependability, fulfilment, support, development, fear of loss of money or something, enrichment and self-respect. It’s, therefore, upon you to probe further and ask yourself what your targeted customers buy, based on these outcomes.

How can that information help you?

What your targeted customers buy is determined by their buying decisions. And their buying decisions are further defined by what is important to them. To influence them to buy from, you need to satisfy what is important to them through your marketing campaigns. As you run your business, make sure that your marketing messages rhyme with what your potential customers buy from you. The choice of words in your marketing and advertising campaigns should address your targeted customers’ values.

Here are some examples of what companies promise to their targeted customers upon deciding to buy their products.

SOS Children’s Villages – “A loving home for children.”
Africell – “Internet Everywhere”
SubmitYourArticle.com – “Massive Publicity For Your Website”
Coca Cola – “Taste the feeling”, “Delicious and refreshing.”

Knowing what your targeted customers buy is undeniably an essential ingredient in building a successful business. Learn it now that your marketing messages should focus on the primary outcomes of what your targeted customers buy. For instance, if you are running a salon, you will motivate your targeted customers more by saying “Come and Transform Your Looks” than by saying “Come and Get Your Hair Cut”.

I, therefore, conclude by reminding you that understanding what your targeted customers buy helps you to have a much more significant influence on their buying decisions.  It also helps you to avoid falling prey to the small marketing mistakes most business people make in marketing. Try to find out what outcomes your targeted customers buy; you will realise a significant improvement in your marketing strategies.

Hello! My name is Charles Kiyimba, a creative engraver, a professional teacher, a passionate blogger, a confident graphic/web designer and the founder of Goleza Designers Ltd, an engraving business that turns images into real products. Through my hands-on experience, I share with you free helpful information on our products and services, business, marketing and personal development. Always dive in for more!

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