Attract Your Dream Customer

Have you clearly defined your target audience? These are the prime buyers of your products or services. It is the people or organizations you are pursuing actively as customers. You don't need every customer in the world! You need the ones who are a good match for YOU. The more specific you are, the more effective your marketing campaign will be.

But, let's take this concept one step further. You can develop specific strategies that will attract your DREAM customers. These are the people who are best suited to purchase your product or service.

A dream customer is someone who:

? You want to work with and enjoy. For example, if you're wild about horses, why not specialize in the riding industry?

? Needs and values the product or services you provide.

? Is willing and able to pay what you need to charge.

? Views you as an important resource - an expert.

? Has problems and goals you care about.

? Is loyal to your business and not easily swayed by competitors.

? Is delighted to do business with you!

I can hear you asking: "Is it really possible to attract dream customers?" The answer is a resounding YES! The key is to absolutely know what sets you apart and to make a DIFFERENCE for your customers. In all of your marketing materials, be professional, creative, and consistent. And, always focus on the exciting benefits you offer to your customers. Don't fall into the trap of using boring feature-focused marketing phrases.

Here are some examples of boring, feature-focused marketing:

? We provide excellent customer service.

? Our firm has been around for 25 years.

? We're a full-service company.

? The XYZ product is the best of its kind.

Why is this boring marketing? Because there is nothing unique or remarkable about these statements. They focus on features, not benefits. And, they are the exact same messages your competitor is using. Yes, these sentences may be true. However, they do nothing to set your business apart. These phrases are not going to magnetize your dream customer.

Instead, you have to THINK like your customers. Meet their specific needs and solve their unique problems. In your marketing materials, tell them about the unique benefits your company provides. Make sure your business is memorable. If your customers can't remember you, they can't tell others about your services or products.

Examples of benefit-based statements to attract your DREAM customers:

? Sales Trainer: "We will take the fear out of selling."

? Cosmetic Dentist: "A smile makeover can make you look years younger."

? Mortgage Company: "We'll find the right loan for you at the best price."

These statements work because they are focused on what a customer will get. They solve a problem. And, they show an understanding of people's challenges and plans for the future. If you want to be a magnet, ask your current customers what they like about you. Also, ask them what you can do better. Feedback is a great way to build your dream customer base.

Remember, you only get one chance to make a first impression. So, be proactive in your marketing. What do your current marketing materials say about your company? Are they creative? Do they look professional? Is your branding consistent and based on a theme? If you answer "no" to any of these questions, your marketing may not be working to effectively pull in your dream customers.

ACTION ITEM: Write down the characteristics of your DREAM customer and then write down the unique ways your business can meet their needs. This week, take one step toward making your company a customer magnet.

Wendy Maynard, your friendly marketing maven, is the owner of Kinesis. Kinesis specializes in marketing, graphic and website design, and business writing. Visit http://www.kinesisinc.com/resources/article s.html for more articles and free marketing wisdom. You can visit her marketing blog, Kinetic Ideas at: http://www.wendy.kinesisinc.com

Want to harness the power of kinetic marketing? Sign up for Kinesis Quickies, a free bi-monthly marketing e-newsletter: http://www.news.kinesisinc.com

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Google News Updated : Wed, 09 Jul 2008 13:08:20 GMT Iraq Wants Withdrawal Timetable In US Pact - Washington Post ABC News Iraq Wants Withdrawal Timetable In US Pact Washington Post - 8 hours ago By Ernesto Londoño and Dan Eggen BAGHDAD, July 8 -- Iraq's national security adviser said Tuesday that his government would not sign an agreement governing the future role of US troops in Iraq unless it includes a timetable for their withdrawal. Maliki's Withdrawal Card Wall Street Journal Iraqi Officials Still Insisting on Timetable to Withdraw New York Times istockAnalyst.com - AFP - CNN - Xinhua all 1,578 news articles Publ.Date : Wed, 09 Jul 2008 04:41:08 GMT Coalition to lobby for US health-care reform - Reuters KULR-TV Coalition to lobby for US health-care reform Reuters - 17 hours ago WASHINGTON, July 8 (Reuters) - A coalition of unions, think tanks and other groups launched an advertising campaign on Tuesday saying they want to ensure that health-care reform tops the US political agenda after the November elections. Coalition begins universal health care campaign Great Falls Tribune Coalition launches push for health care reform Milwaukee Journal Sentinel Rapid City Journal - Tampa Tribune - Beyond Chron - Washington Post all 291 news articles Publ.Date : Tue, 08 Jul 2008 19:09:32 GMT Polygamist sect leader swaps jail for hospital - MSNBC KVAL Polygamist sect leader swaps jail for hospital MSNBC - 2 hours ago Warren Jeffs, the head of the Fundamentalist Church of Jesus Christ of Latter Day Saints, has been hospitalized. Douglas C. Pizac / Pool via Getty Images FILE July 2: Michael Sean Winters, author of "Left at the Altar," joins the "Morning Joe" crew to ... Jeffs was taken to the Sunrise Hospital and Medical Center in Las ... CNN Warren Jeffs Remains In Local Hospital KXNT Salt Lake Tribune - The Associated Press - Deseret News - Las Vegas Review - Journal all 309 news articles Publ.Date : Wed, 09 Jul 2008 10:48:40 GMT Google adds third dimension to online social relationships - NetworkWorld.com Siliconrepublic.com Google adds third dimension to online social relationships NetworkWorld.com - 2 hours ago By Mikael Ricknäs , IDG News Service , 07/09/2008 Google has entered yet another space with the launch of Lively, a tool for creating 3D social spaces on Web sites, which is now available in a public beta test. Virtual world tipping point: Is there an enterprise use? ZDNet Google Introduces a Cartoonlike Method for Talking in Chat Rooms New York Times Reuters - The Tech Herald - eFluxMedia - Wall Street Journal all 263 news articles Publ.Date : Wed, 09 Jul 2008 11:04:08 GMT US MBA's Mortgage Applications Index Increased 7.5% Last Week - Bloomberg 100 Mortgages US MBA's Mortgage Applications Index Increased 7.5% Last Week Bloomberg - 1 hour ago By Shobhana Chandra July 9 (Bloomberg) -- Mortgage applications in the US rose for a second straight week, a sign that falling home prices are attracting some buyers. Mortgage applications up 7.5% last week: MBA MarketWatch US mortgage applications increased last week-MBA Reuters CNN - Forbes - RTT News - 100 Mortgages all 15 news articles Publ.Date : Wed, 09 Jul 2008 11:38:08 GMT German shares up midday as financials rebound - Forbes ABC News German shares up midday as financials rebound Forbes - 1 hour ago FRANKFURT (Thomson Financial) - German shares were higher midday, led by financials, which rebounded from Tuesday's strong losses, and helped by soothing words from US Federal Reserve Chairman Ben Bernanke and easing oil prices. Fed ready to aid investment banks BBC News Fed Sees Turmoil Persisting Deep Into Next Year New York Times International Herald Tribune - Reuters - Financial Times - CNNMoney.com all 1,484 news articles Publ.Date : Wed, 09 Jul 2008 11:46:08 GMT G-8 Conference Tackles Global Warming Treaty - Washington Post BBC News G-8 Conference Tackles Global Warming Treaty Washington Post - 1 hour ago By Michael Abramowitz RUSUTSU, Japan, July 9-- The leaders of the countries most responsible for greenhouse gas emissions pledged Wednesday a shared effort to combat global warming, but developing countries like China and India continued to balk at the ... Bush: 'Significant progress' on climate change The Associated Press Emerging Nations Join G-8 on Climate New York Times Aljazeera.net - CNN International - Bloomberg - Telegraph.co.uk all 2,035 news articles Publ.Date : Wed, 09 Jul 2008 11:20:59 GMT RSS Feed Reader Increase Search Engine Traffic

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