How to create the right customer profile


    How to create the right customer profile

  • 1 Define the customer's most common characteristics

    Sex, age, education, location (urban or rural), finance and race .

  • 2 Define activities and interests

    Cover all of your prospects hobbies and sports (watching or involving), vacation preferences (where and in what time of the year), shopping habits(impulsive, discount-oriented....etc) , social activities, entertainment preferences (music, movies, clubbing...etc). Taste in food, taste in fashion, political views, the degree of involvement with family and friends, cultural or business problems .

  • 3 Define the main need that will make your prospect buy from you

    Use Maslow’s Hierarchy of Needs to determine what makes your prospect tick. Such needs will be: 1-physical/biological needs (health, food, shelter) 2- Safety (insurance, personal and family protection devices and alarms...etc) 3- Respect and esteem(cars, clothes and perfumes) 4-Self actualization (stuff that inspire problem solving, creativity and success like self development books) 5-Affiliation and belonging (stuff that enhance relationships and interactions among loved ones like phones and grooming products) .

  • 4 Other needs to keep eyes on

    1- Diversion (the need to be entertained and have fun) 2- Dominance (the need to have power, authority and superiority) 3- Independence (products that inspire uniqueness and freedom of choice like songs, bandanas and specific clothes) 4- Novelty (the need for experiencing new things and new places and new objects of interests like ethnic food, travelling, unique clothes or products that break routine) .

  • 5 Also, consider these needs

    5-Nurturance (needs associating with taking caring of one`s family and children), 6-Recognition (the need to standouts like team jersey`s and badges), 7-Sexuality (with products that enhance attractiveness and sex appeal like colognes and alpha male courses) ,8-Succorance (to receive help (consulting services) or comfort (massage) .

  • 6 Differentiate between being interested and being willing to buy

    Between liking a product and investing money in it there's a fine line called 'intense needs'. Find these intense needs (mostly between 1 and 3) and build the advertising message around them. They're the ones that will bring you customers.

  • 7 Define those who will influence your prospect's buying decision

    Consider who makes the final decision before buying your product this can be your prospect`s spouse, children, parents or any other religious/political/social influencers. Your message must be either convenient to or stronger than the effect of those having effect on your buyer`s decision making process .

  • 8 Describe your prospect's economic and marital state

    EX: Married prospects take fewer risks when purchasing than the single ones. This makes considering a prospect`s lifestyle and economic background very important. Young, middle-aged, old, married, single, divorced, widowed, childless, employed, self-employed...etc. A business owner should consider the amount of stress, and freedom that determines his prospect`s ability and willingness to purchase .

  • 9 Determining how much time and info a prospect needs before making a decision to purchase

    Expensive products or those that are not purchased frequently (cars, phones, laptops) require extra info before purchasing to evaluate and compare. Others require on sale suggestions to sell (ex: CDs and clothes) while some routinely-purchased products (food, drinks, milk) require brand awareness prior purchasing. Define exactly what your product needs to make it easier for your customer to purchase .

  • 10 Eliminate buying risks as much as possible

    Successful companies are great at eliminating customers doubts and perceived risks. Such risks maybe: Monetarily (a product does/doesn`t worth the asked price) - Functional risk (will it work properly, TVs/phones....etc) - Physical risks (will it harm me or cause me danger?) - Social/Psychological risks: Does it affect my social status, how others perceive me or how I see or respect myself??? .