Let’s get started

In the past few weeks I’ve been working on a new marketing strategy and execution plan for Gistia Labs.

I have been exploring everything from what we do as a company, all the way out to how we present ourselves, and questioning it all.

For example, every time someone asks me what we do, I say, “Gistia is a software consultancy,” and they nod and stare. Next thing I know we’re talking about the weather. Nice.

Just thinking of this, has made me question it all. How does the way I describe my business, affects us? My growth, of course, depends on sales – and sales depends on convincing clients to buy from us.

To convince them though, I need to be thinking about what they want. Right? So, what are our clients’ motivations? Why do they hire us? What do they want out of this?

Why am I describing what we do in relation to our self-image and not our customers?

I’m not talking about a sales or elevator pitch. It’s about truly aligning yourself to what your customer wants, not what you want.

It all starts with knowing your customer. Let’s dig in.

Your life depends on your customers / users

You can call them whatever you want. Users, visitors, customers, leads, call it whatever. In the end, it’s just people. People who are trying to solve some problem or fulfill a desire whether they are aware of it or not. Period.

The bottom-line is that it all begins and ends with the customer.

Your product is a mere solution to a problem someone already should have. You’re not going to convince anyone to buy your product, unless you can convince them or compel them to do so.

Your marketing campaign talks directly to that specific, laser focused desire. If your marketing is not in line with what your customer wants to hear, it won’t work.

We can keep going all day.

The point is, the customer is king. Now, to find all these different variables that affect our product, our marketing, copy, and every other single decision – we need to focus on a specific customer.

Lack of control

Let me put it this way. I’ve spoken to many entrepreneurs who can’t pinpoint why they have the customers they have.

They see initial growth, but they don’t know where it came from. Only to be left praying that more people keep on buying, without having any idea or clue why.

Imagine running a business in such a way? Where you have no idea what moves the needle? Leaving you without any control or visibility of your future and growth.

This is exactly how those businesses who don’t know their customers operate. Hoping their luck doesn’t run out.

Doubling down on one single customer type

A friend who’s working on his new startup is having some issues around this same issue. He has four different demographics. Imagine having to create experiments for four different types of people. Four completely different buying cycles, situations, wants and desires.

Not practical.

To maximize the output of your efforts, in the same way that you need to pick a specific niche. Only run experiments on single variables.

Pick just one customer as your target customer. Don’t pick two or three. Pick just one and double down on them.

And that’s the KEY

You’ve heard it before. If you try to get everybody to like you, nobody will like you. The same applies to your product. If your solution is built for everyone, it’s built for no one. You’ve heard it before and I know it, and you’ve glossed over it.

Heck, so have I.

Within this blog, I’ve made this mistake. I’ve written various things for different types of people, instead of picking just one subject and doubling down on the one audience that I can provide the most value to. Worst of all, I’ve also been doing this in my business. We have been aiming to service businesses, startups, CTO’s, marketing agencies, etc.

Our message was diluted amongst all these different customer profiles.

But that’s no longer the case

In our specific case, focusing on everyone was a huge scattershot approach. Which, of course, could have yielded better returns had we focused in on one customer.

Make sure you don’t do the same mistake

  • Go through everything that talks about your product and try answering these questions
  • How do you even describe it to others?
  • Is your message specific enough?
  • Are you catering to a single buyer?
  • Are you targeting the *right* buyer?
  • Are you scared of picking just one? If yes, why?
  • Are you aligning what you have to offer to what that buyer type is looking for?

Answer in the comments section, and let’s figure out if you know your customer enough and are able to create full control of your product.

You don’t want to be left out in the cold, hoping customers will magically come.

Podcast version, LS 0051:

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