From 99 Marketing Traps and How to Avoid Them*
You really need to know only two things about your buyers: what motivations are at work when they buy your offering, and where to find them.
Learning their motivations is actually quite simple: Learn how to listen, not only to what they are telling you in their words and buying habits, but also in what they are not telling you.
Listening to buyers is a skill. The more you do it, the better you get. The more you listen, the more you learn.
Your learning translates into even better questions (the kind of questions your competitors haven’t even imagined asking), and that makes your listening and learning more profound and productive.
The other need to know is where the buyers are. That takes a database.
Does your company have a data base of buyers, or a mailing list? They are not the same.
How To Help A Brand That Has Fallen Into This Trap:
A list is a list, and if yours is sixty percent accurate you’re probably ahead of most of your competitors.
A database is a tool that can show you not only where your buyers are geographically, but also where they are psychologically. It’s a tool for making connections that can identify current and future trends. And your practice of listening consistently and carefully to buyers will allow you to shape that database into an extraordinarily effective tool for spiking your marketing ROI.
Listening to and understanding your buyers are the best ways to design a database that does just that.
*Available now from Amazon.
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