Advertising
Assembling Your Angels and Displacing Your Devils - Identify Your Ideal Customers, Fire the Rest
What a fun title, it sounds apocalyptic doesn't it? Well, for your business it can be - read on...
All Marketers Are Liars by Seth Godin introduced me to this unusual approach to identifying who I really wanted to work with and who gets the most out of working with me. Reading this article will give you clear insight on how and why you'll want to identify the customers you want to work with most.
In the world of business we all have angels and devils and how we deal with them can make a huge difference in our sanity and our bottom line.
Angels are customers that are a good fit for you, they are easy and enjoyable to work with, and they feel your product/service is of value. Angels like the buying process; they usually enjoy the experience and enjoy doing business with you. Devils on the other hand aren't necessary bad people, their just not good customers for YOU to work with. These are generally the price shoppers and bargain hunters who really don't see the value in your product/service; they are out to pay the absolute lowest price they can. Devils don't get a lot of enjoyment out of doing business with you; the enjoyment they get is getting a deal.
In this context, you've probably been an angel and you've at times been a devil. That's okay. For you as a businessperson, you must identify your angels, those people you enjoy doing business with that want to do business with you rather than beat you down on price. The more angels you have the more enjoyable and more profitable business can be for you.
Here's how to assemble your angels, and then get more of them
* Identify who you like working with
* Determine why you like working with them
* Catalog everything you know about your angels
* Ask your angels what value they got from working with you and why they chose to work with you
* Take what you've learned about who your angels are and find out where other ones are
* Take what your angels told you about value and use that as your marketing
If you aren't as profitable as you'd like to be in your business, take a look at your customer base and identify your angels and devils. Learn to develop marketing strategies that encourage angels to work with you and encourage devils to go somewhere else. If you have questions on this one, give me a call; I'd be happy to talk to you about it.
One small note, if your business' niche and strength on price, than bargain shoppers might not be devils for you. You still have them, but you might have to search a little harder.
Identify your angels, talk to them, learn about them, use your knowledge about them to find more angels, your bottom line will thank you for it.
About Jeremy:
I help small businesses build more confidence and credibility into their business brand. Through marketing and design initiatives; I help you feel better about your company. Making you feel good about your business gives you more confidence and less anxiety when you are networking, promoting or selling your business. If your business needs the reliability and talent of an in-house marketing and design department but doesn?t want additional employees, salaries and benefits, give me a call at 480.391.0704 - I have a new approach for you.
If you are looking for more free insight and inspiration, you?ll want to get in on the ?Can-Do Confidence Builder?. Emailed weekly, the Confidence Builder provides you with essential marketing and design insights that help you get the most out of your investment and help you to stay one step ahead of the competition. Email me at comments@candographics.com and asked to be added to our list.
Learn more about me and how you can gain a competitive advantage with a better brand by visiting http://www.candographics.com
Jeremy Tuber
Tags: brand, advertising, marketing, advertising, small business, graphic, design, phoenix, promotionsSimilar articles
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