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Have you created a product that isn’t selling? It is possible you do not understand your audience. Understand your audience by taking steps to figure out what they want and you will find creating and selling your products much easier.
I Did All The Right Things But My Thing Isn’t Selling
You have a product or service that you are passionate about and think everyone else will feel the same. You start marketing the product and to your surprise, no one is showing interest. You ask yourself why and probably think it isn’t fair. You feel like you are working so hard and doing all the things you think you should be doing. If you failed to understand your audience, you are missing the point.
It’s time to take a step back and think about whether you understand your audience and are speaking to the desires and wishes they have. You see, you will never get traction on marketing to someone who doesn’t care about what you offer.
And when no one buys, it leaves us questioning our abilities, and no one wants that!
Many times when we go to market with a ready made product, we assume people will like it as much as we do. Maybe you created a fantastic course that has all the information you could think of about your topic. You know it is good stuff, and it probably is. Unfortunately, it may not matter. If you don’t have a course that solves a problem for your ideal customer, they won’t care. They will not have any need to put down dollars for your product.
It does not matter how good it is if no one wants it. It also doesn’t mean it is bad (or worse, that you are bad) if no one wants it. You just have to figure out what people want before trying to sell to them.
How Do I Know What People Want?
Before you can take the steps to understand your audience, you need to figure out who that is. Are you clear on who it is you want to work with? Are you clear on which audience your product is supposed to help?
If you already have a product you are selling, this means thinking about how your product or service benefits others. What problem does it solve for people? What would they get out of it if they were to purchase your offering?
For example, if you have a health product, you might think about:
- people who are very fit and eat healthy
- people who go to the gym a lot or work to improve their bodies
- body builders
- those who have chronic illnesses
- those who need to lose weight
- parents hoping to improve the health of their children
These are separate groups, but they all may be interested in your health product. Which market would you like to target? Who do you like to work with? Are there people in that group that fit with your personality? Are there people that would benefit more from what you have to offer?
A Better Way
A better way is to figure out who you want to work with before creating your product in the first place! If you already have a product created that is not gaining any traction, it might help to get more clear on your market but you will likely have to tweak your product to make it useful to your audience.
If you determine who your person is before you develop your product, you will be in a MUCH better place because you will be able to know what they want before you make it! Pat Flynn wrote a book that helps you to figure this stuff out and to do some tests on your ideas so you don’t spend all your time and money creating something no one wants.
Figure Out What They Really Want
Once you identify who you are talking to, what then? You have to do research to really understand your audience. You need to figure out from your customers what they want. This is the key. You have to go where they are and listen.
According to copywriter Dan Kennedy, you need put yourself in the customer’s shoes. For example, if you want to target a body builder with your health product, you need to read what they read, interact with them on message boards, go to the gym and insert yourself into their world.
This allows you to answer questions regarding what they are looking for. You need to know what problems they are trying to solve. You want to find the answers to questions such as:
- What is it that your customer stresses out about?
- What have they been trying that has not been working and why?
- How might your product or service help?
The more you get to know your target customer, the more likely you are to be able to offer her what she is looking for.
Go Listen To Them
Go find your customer and see what they are saying. I find the easiest place to do this is in Facebook groups since so many people congregate to talk about things they are interested in there. Sticking with hte bodybuilder example, I’m sure you could find a Facebook group where bodybuilders discuss things. There are also likely general forums to find the same information.
When you find these places where your people hang out, join them as a member. You are doing this to listen, not to sell. You want to see what they talk about and maybe chime in once in a while with some valuable advice that is on topic.
You want to take notes and write down what people are asking for help with or what is frustrating them. These are the things you will eventually want to create your product from.
Other places to listen include:
- Book reviews on Amazon. What did people like or not like? Is there something that people find helpful consistently in the popular books? Is there anything consistently missing or disappointing?
- Popular magazines: People writing for magazine covers are trained and experienced copywriters and they’ve done this work. They are targeting their ideal customer with their headlines.
- Look on other blogs in your niche. What are they writing about? What seems to be getting a lot of shares?
- Keyword research. What are the keywords that people are searching for on Google?
- Pinterest. Pinterest is also a wonderful place to do keyword research. Again, what is popular, what is being shared?
When you truly understand your audience and the needs they have, product creation and sales become much easier. You can then rely on your notes to develop your program and use the words they used to describe what they need. When you understand your audience you speak directly to them and become much more attractive.
When they feel understood and as if you are talking directly to them, you start to create trust. This goes a long way in creating a customer relationship.
If you found this helpful, I’d appreciate if you would share this on social media.
What other places might you (or have you) found great information that helped you understand your audience? I’d love to hear about it in in the comments.