Friday , 24 October 2014
The best kept secret to getting those customers who are yearning for what it is you create? Put yourself in their shoes. Of all the possible groups of people you know you can sell to who is it you most love?

How To Find Customers Who Relish In Buying From You

Finch Rubber Stamp

Finch Rubber Stamp by: norajane

How To Find Customers Who Relish In Buying From You

The best kept secret to getting those customers who are yearning for what it is you create? Put yourself in their shoes. Of all the possible groups of people you know you can sell to who is it you most love? This customer is the one that thinks you can do no wrong, they trust your vision and want to be a part of your journey, and not only do they buy they are walking advertisers of your work. Wouldn’t it be great if you could just have a daily line up of this customer? You can. And I will tell you how–by walking in their shoes.

When you seek out customers who are just like you (or pretty similar) then you have the greatest gift in marketing–understanding. You understand what drives them and I am not talking about why they buy, or how they shop. I am talking about what problems they desperately want solved and their most captivating desires no matter how silly they might appear. Think about it–when was the last time you bought something solely because it was “handmade”, “local”, or “had a cool feature?” I bet you bought that something because it made you feel good about yourself, it took away some ache, or that cool feature made you feel at ease.

Share in all the pain your customers carry with them and then share back with them how what you do takes all that pain away. Even if these pains seem light-hearted to us, because to the consumer this is what compels them to bring things into their life.

To help you understand what makes your customers tick and how you will have them lining up at the door, answer these questions. Then begin using what you discover when you talk about what you do, write it into your website copy, put it in a thank you card, or say it with a photograph.

What do you and your ideal customer have in common and how can you relate?

Write out all the commonalities that you and your ideal customer have in common. Begin with things like where you live and what you read, then dig up fears they have and what they really want.

 List their 5 most insistent needs

Be obvious with these. For example, in my work one of my client’s most insistent needs is consistency such as consistent traffic, sales, and growth. Why? Because this needs brings peace of mind, something they desire. Which moves me into the next question.

 List their 5 most captivating desires

No matter how silly, what does your most ideal customer desire? I mentioned above that my clients desire peace of mind–they also desire things like visibility and profit. Your customer’s needs and desires will cross over–this is good because when you lead with them you will connect validate, and put yourself in a prime position for selling.

You are that much closer to being your customer’s desire!

Andrea

Check out all of Andrea’s article HERE.

 

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16 comments

  1. This is the old adage, know your customer. I make things I would like to have, so the customer I am looking for is a lot like me.

    Sharon
    http://www.etsy.com/shop/SharonOrella

    • Hello!

      Very fun shop and a great use of patterns. I would love to see your tags in action. These could solve my problem over the holidays of not having time to also make cute things for all those gifts I am proud of.

      How does your work take away that anxiety?
      Thanks for commenting!

      Andrea

  2. Right, I do the same thing myself. I love what I create and my jewelry is well made and always garners compliments whenever I wear my new pieces. The problem is finding people who would like my work and that’s my problem. Where do I find these customers?

    • Hi Jaynemarie-

      Your work is gorgeous and I can tell you are very talented. Show this side of you–you obviously know a lot about stones, and how to use silver.

      I think the barrier to buying something so wonderful is not getting to see it’s glory in person-talk about how they feel to wear, show them on someone, and also boast about the compliments they’ll receive when they too are wearing your work.

      Keep making your quality work, it goes a long ways!
      Andrea

  3. I love this! It’s so simple and so true. I know that my most loyal customers are my friends–with whom I share a lot. They’re the people I get new ideas from. It’s hard to find new friends online but I’m working at it every day, by blogging, tweeting, and so on. I just know there are people out there who I’d love and I hope they’ll find me if I just keep at it!

  4. Such a simple and great idea, but also difficult to execute. I already know how I think and how I would search for my items or something similar, but that’s not a guarantee that others think the same way I do! Traffic is getting a smidge better, but unless someone actually tells me how they search and with what phrases or words, I’m still “just trying my best” every single time.

    • Hi Rachel-

      This is very true, and sometimes the only way to really know is just to ask! Maybe asking for feedback after a sale or put a survey in your shop. Sometimes you might find that your customers are excited to be able and talk about their experience and see what they have to say actually make an impact.

      Andrea

  5. This is a great article. It is funny, I have always felt kind of guilty because when I make a watch I often feel like I want to keep it I like it so much. Gut now I don’t feel guilty anymore. I am making it for that customer to which I am similar. I make my earrings and watches to my liking and I don’t have to feel bad anymore when I want to keep everything I make! LOL! I want to envision my customers being like me. I like that concept.

    I hope you don’t mind if I promote my other shop here: http://helenslightreadings.etsy.com It’s just a small shop and needs all the help it can get. lol

  6. Andrea – what a beautifully written article !! Just had an ah-ha moment ! Thank you !

  7. I wish I was having that Ah Ha moment. Intellectually I understand what Andrea is saying and totally agree, but implementing it is like running into a brick wall. A couple of months ago I asked my fans on my shop FB page if there was anything they would like to see in my shop that isn’t there, or if there is something they would like to see more variety of, etc. No one commented at all. I was really hoping for some direction going toward the holidays.

    • Callie, I’ve had the same thing! What I’ve learned is to not ask open-ended questions – try for yes/no or a/b questions. Like, “Would you like to see different types of scarves in my shop?” (yes/no) “Should I make a blue scarf or a camo scarf next?” (blue/camo). Once you get your fans to expect that engagement, you can start asking more open-ended questions. Hope that helps a bit :)

  8. I’ve had the same problem Callie mentioned – lack, an uninvolved fan base (or at least the few FB fans that my post reach). So of my blog posts have been retwitted or repinned but there’s not rhyme, reason or regularity (then again I also post rather irregularly too so that might have something to do with it).

    I use most of my items in my everyday life so I get occasional feedback from coworkers, Starbucks employees, etc. But right now my shop (both own domain and my etsy shop) seem so anemic because I have a big craft fair this weekend (my first). I’m hoping to make some good connections at the fair that will lead me to more customer watering holes. Fingers crossed.

  9. Fabulous article! Also, the product photo is beautiful!! Anyways, very well written and great insight. It really made me think about what problems my bags solve (organization, having something totally unique–two things that are weirdly important to me) and how I can incorporate this into my marketing strategy. Kudos!

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