One of the surprising truths about marketing a product - a book, workbook, booklet, recording, etc. - is that the most effective marketing begins before you even decide which product to create. It's easy to be successful if you remember the ART of marketing: A - Ask what your customers want R - Review your strengths and interests T - Tailor your product to capitalize on both In this article, we'll take a look at what your customers want - to ensure that your product is one that will love, and purchase. 1 - What do you want to know? In a nutshell, everything! Start learning what your customers want and need by asking questions like these: " What's the biggest problem that you encounter in your business (life, family, etc.) on a daily basis? " What one thing, if you could change it, would make the biggest difference in your business (life, family, etc.)? " What do you need to learn in order to do your job (increase balance in your life, etc.) better? " Are there any books or publications that you've found particularly helpful? " Of the following topics, which most interest you? (List 10-12 topics you think might be of interest to your audience; ask them to choose their top three, and then add in any topic they'd like that you didn't list) And my two favorite questions: " What keeps you awake at night? " What would make you deliriously happy? 2 - How and where can you get your answers? It's easier than you may think. Here are some places to start: " Call or meet with several of your clients and simply ask them " Use your newsletter: Ask the questions within an issue, or send out a special edition " Create and use an R&D team " Look at the helpful books/publications your clients and customers listed (section 1, above), and try to determine why they were selected " Check your e-mail: What questions do your clients and customers ask you over and over again? " If you know other coaches with a similar client base, ask them which questions come up most often with their clients " Add an "Ask Kathy" page to your website, and invite readers to write in their questions (you can answer them online) " Join online listgroups or discussion groups to learn the topics that capture your clients' attention 3 - Rank your results What are the top three topics, questions, or needs of your target audience? Write them down (yes, now). If the product you create answers one - or more - of these questions, you're well on your way to success. (More on this in my article, "How to Get from Market Niche to Passive Income in Three Easy Steps: Steps 2 & 3 - Make the Match," also available on this website.) |
