Should I grow the business or look after my existing customers?
Every month you choose between winning new customers and caring for the ones you have. How to split your effort by calculation rather than instinct.
Customers and the offer
How you know your customer, how you keep them, and how you present to them. This series is about the part that happens between the product and the sale, the part that decides the result.
This topic is module 4 of the free digital marketing course, 90 lessons in a deliberate order. Start the course
Should I grow the business or look after my existing customers?
What is the best thing your customers say about you?
The answer to that question is your marketing message, already written in the customer's own words. How to collect it and use it.
Know your customers: when you try to please everyone you usually reach nobody
Five practical steps to know your audience: market research, data, listening, building a buyer persona, and testing.
Want more sales? Change how you present, not your product!
A strong product alone is not enough. How the way you present it makes the customer say: this is exactly what I was looking for.
Define your USP, the thing nobody does the way you do
In a market full of competitors, being good is not enough. Four steps to discover your real point of difference.
The most maddening question in business
"What do I do to grow?", impossible to answer as asked. The questions you should be asking instead.
Defining a target audience starts with the people who already paid you, not with assumptions on a slide. A practical method using data you already hold.
An offer is not your product and not your price. It is what sits in front of the client at the moment they decide, and it is the cheapest thing to fix.
Handling a client who does not pay starts before you take the work. Deposits, a written scope, a registered invoice, and what to do when payment is late.
A competitor selling cheaper is not the end. Price is one of six things buyers weigh, and here is direct experience in responding without a price war.
The customer journey is not the tidy diagram from the courses. The five real stages, and the documented limits on what analytics can reconstruct for you.
Most audience definitions are guesswork. How to identify your target market from real market data and from your own customers, and when narrowing is wrong.
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