you're about to open a bookstore, and you're thinking to yourself:
What are the books that I want this store to have? One way to solve this
problem is to think who do you want to sell to.
Let's say, that you would like to sell books for toddlers,
because you have one yourself. In this case,
a possible avatar of your ideal customer would be –
Jane. Jane is 27 years old, she has a daughter who is 18 months old,
she's married for three years, and she met her husband –
Jerry at the university. He is 27 years old as well. Her toddler keeps waking up at night
and crying, and Jane and Jerry take turns on who is going to put her
to sleep when that happens.
causes them to feel drowsy, and frustrated throughout the day. Now,
after you have described Jane and her problems to the little details,
you already know that your books should help the baby fall asleep quick
, and sleep soundly. You also decide to add a few CDs with calming
music to the store. When you've purposefully fit your
products to your audience, you can be sure that your audience will
flock to you. Because your whole store is about
solving their problem, as opposed to a general bookstore,
that knows little about their customer. That is – Chapter number One: Choosing Your
Target Market. So you've now opened the bookstore, and
right across the street – there is another – competitor bookstore.
What would make the potential customers cross the street for your product?
In one word – USP – Unique Selling Point.
It doesn't mean
your product has to be extraordinary, but the way you present it – Is different.
You also have to consider that it is presented before they buy
or use your service, not after. For example: You could state with a big
electronic sign, that you have all book covers in three
colors: blue, yellow and green.
Another example is that you could build a certain atmosphere.
In the toddler's theme case – The person at the counter
could wear a baby hat or some uniform that looks like a pajama with babies on
it, and have the shop full with toddler
pictures on the walls. Chapter number Two is: Crafting Your
Message. You now have your fundamentals set up –
Target Market and Crafting a Message, but still got no potential customers
coming in. It is time to decide. How are you going
to advertise yourself? Is it going to be through Social Media?
Email? Or maybe even Postal Mail? Every media
has its benefit, and you might even choose all of them.
But, regardless of which media you choose, each one of
them should have one measurable goal.
This goal is usually either sales or leads.
You're supposed to be able to
measure the success of every campaign by one number, and whether it covers the
expenses or not. Because if you don't measure the result
you can't know if the campaign was successful or not,
and can't improve it. Chapter number Three is: Reaching
Prospects With Advertising Media. You have now started creating
advertisements on social media, and trying to sell a book to some moms.
Your ad looks something like this: Does your toddler keep crying all night
long? "Feeling extra tired at work because of
the sleepless nights? Don't worry we've got your back!
Check out the book Cinderella – and have your baby stick to it and fall asleep
quickly and soundly. The book can be found
at Bookstore for Toddlers at XYZ street." But there is one problem – You're trying
to sell Cinderella.
A survey on the matter
shows that only 3 percent of people generally buy straight from the ad,
while other 7 percent, are generally ready to buy, but, not fully convinced.
And other – 30 percent are ready to buy later.
Therefore, when you just try to sell Cinderella,
those 37 percent go to the trash can. What you could do instead is promote
subscriptions to your newsletter or other type of long-term relationship,
which will help keep you top of mind for your potential customers
in the long term. Chapter number Four is: Capturing Leads. Here's your first subscriber. She saw one
of your advertisements on google and clicked through. She then found
that you are offering a report with a suggestion
on the 10 most selling books for toddlers in the world, and decided to subscribe in order to receive it.
She found the
report satisfying. You then sent her your first mail,
stating that you have a sale of 20% off on some of the books
from the report, and that she should drop in the store,
to check it out. Aaaand, that's it. She never hears from you again.
What a waste would it be to send only one mail or make
one contact. That's why in marketing they say:
"The power is in the follow-up". The longer you keep in contact – The
higher the chance they'll see you as an educator, and eventually buy.
Chapter number Five is: Nurturing Leads.
By this point sales occur naturally
if you've done everything correctly. You think about it,
and understand that you can increase it even more.
So, you make sure that your customers know you're a professional in what you
do, and write down on the home page of your
website that you have a toddler and that you have read many books to her,
and that she falls asleep, and sleeps soundly throughout most of
the nights, since you've started with it. That way, when the audience knows you are
experienced and specialized – you can charge higher prices.
You also offer them an option to rent a book
for a day before they buy, which helps increase sales
dramatically. Chapter number Six is: Sales Conversion. That's it! You're RICH! There is money
raining everywhere! You take a vacation,
board a plane aaaand… Well, actually not yet,
hold on a liiittle longer. The real gold mine
is customer satisfaction. Your task now is to keep your customers happy, and
coming back for more.
You now want to make sure that even if
any of your employees quit or are fired you will still be able
to replicate the same experience he did for your
customers. And that's where systems come in.
Systems are checklists and videos, or other creative ways that allow you to
replicate the process that every employee does. They also have another tiiiny benefit.
They allow your business to run – without you being there.
Chapter Seven is: Delivering a World Class Experience. Let's say, that you have customers coming
quite often now, and business is great. But you still feel like there is a place
for improvement. You would like them to come more and buy
more every time they come. Being the
resourceful business owner that you are, you offer them a subscription for a
fixed monthly price, and the possibility to choose a book at
your store every month.
Plus, a free delivery to
their house. That way they will automatically buy
from you every month. You also build a system that reminds you
to call customers that haven't purchased for a while, in
order to help them come back. Chapter Eight
is: Increasing Customer Lifetime Value. All your customers are extremely
satisfied, and keep asking for more. Way to go!
Is there anything left to do? Well, the pinnacle of our story – is to make
word of mouth spread with intention, and not because of
random hope. This can be made possible when we think
about who our customers come in contact with,
that will be interested in our products, and then, think what will make our
customer look good while presenting our products to the
After you've planned it, simply ask for
it. But, just in case that they are a hundred
percent satisfied with your service.
Chapter number Nine is: Orchestrating and Stimulating Referrals..