What’s more important than five-star reviews? Understanding and speaking directly to your customer.
Let me give you an example.
Let’s say you sell a health supplement… fish oil. Everyone sells this product, right? Well, let’s say there’s a compound in most fish oil delivery systems. 2% of the world is allergic to this compound. Yet none of the other products on Amazon are aware of this fact.
So any customer with that allergy doesn’t know if they’re allergic to what they’re getting.
If you’re the only product that mentions that in your copy… big, bold, and easy to see… you’re going to get that customer’s business. Even if you don’t have as many reviews as the competition.
How to Find Rare Customer “Hot Buttons”
As you can see, knowing your customer intimately is the key to succeeding on the highly competitive Amazon market. So how do you do it? Well, to get the sales other sellers miss, you need to do the research other sellers won’t do.
6 Questions You Must Know About Your Customer
The following 6 questions were created by one of the greatest marketers of all time, Dan Kennedy. If you haven’t heard of him, Google him after this article, and read everything he ever wrote.
If you can answer these questions about your market… you know them well.
The best way to find the answers is to call your customers up and ask them directly. But for questions that are too personal, you’ll want to find out where your customers hang out on the internet. What facebook groups, forums, and social media groups they’re apart of. Then hang out there and see what they’re talking about. I promise you, if you hang around your customers enough, you will be able to easily answer all these questions.
You may be a little confused at some of them, since they may not relate directly to what you sell. But what we’re doing here is making a customer profile you’ll have in your mind. An actual person you can write to in your copy.
1. What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling?
We all have deep seated problems that keep us up at night. Stressors that just don’t seem to go away. At the same time, we’d all LOVE for them to go away. In fact, most of us spend countless resources trying to make these problems go away.
You might think you’re just selling cookware. However, if it helps the customer cook dinner faster, it may save them time. This may give them an extra 30 minutes to rest before going to bed. When you know what your customer is desperately trying to solve, you can connect it to how your product will help them do just that.
2. What are they afraid of?
What do they absolutely not want to have happened? Is there any way your product could help prevent their fears? Is there any way your product can help them overcome their fears? For example, if you sell an ergonomic desk chair, it could help aging customers retain their independence longer.
3. What are they angry about? Who are they angry at?
This question is easier to answer than ever these days. With social media, people are venting all the time. And our politics are in an extremely polarizing place.
4. What are their top three daily frustrations?
What do your customers, specifically, feel frustrated about? Do they have an obnoxious boss? Do they feel they can never catch up to all their work? Is their love life causing them problems? Again, connect them to your product.
5. What trends are occurring and will occur in their business or lives?
Most people want to fit in with trends… that’s how they get so popular. If you catch a trend they’re aware of that other sellers aren’t, that kind of language is going to directly resonate with them. In return it will build the kind of trust they need to buy from you.
6. What do they secretly, ardently desire most?
Most of us have a public persona, and a private one. Who we are in public is not necessarily who we truly are deep down. What we really want is not what we say we want.
Luckily, our secret desires have already been categorized. Most of them fall under what’s known as the “seven deadly sins”: pride, greed, lust, envy, gluttony, wrath, and sloth.
We’re not judging our customers. However, with this list, we can find out what hidden desires they may have. Although this can be difficult, doing so will allow you to tap into these covertly within your copy.