Defining Your Customer

The best marketers consistently ask the same questions: What is the problem I am solving? Who is the customer I am serving? Where is that customer?

It is easy to rush into something without stopping to define who exactly needs your product or service.

We spent the time to know exactly who our customers are and what problems they face.

As a result we found three key things that had been missing in our original email:

1- Lifetime payment for small sites. 

Larger more profitable sites could afford subscriptions and justify the ROI. Smaller sites needed an easier pricing decision. To sell to them, we found out even our $9 / month option wasn’t appealing so we let them use the tool at a higher price, forever.

2- SEO. 

We discovered that SEO was a huge concern. The people who chose not to buy and use the Headlines tool were concerned that it would negatively affect SEO. On the landing page, we clearly addressed the SEO question and alleviate the fear our customers had.

3- Profitable blogs.

We thought everyone with a blog would want the tool. We underestimated the extreme value the tool offered to people who got valuable leads from their blog or their advertising revenue paid salaries. This helped us narrow our appeal to the customers who we knew could see the ROI right away.

Changing these three elements changed the success of our marketing.

The more narrow and defined your customer base is, the easier it’ll be for you to find and sell to them.