if you want your marketing to work then
you need to create the right kind of
marketing for the right person which is
why in this episode I'm going to be
showing you the five different types of
customers and how to market to each and
every single one of them and maybe most
importantly I'm going to tell you the
one type of customer you want to avoid
at all costs
alright let's get to it hey there I'm
Adam Earhart marketing strategist and
welcome to the marketing show alright
this should come as no surprise but not
everybody is the same I know it's pretty
ground-shaking news here but the reality
is is that when it comes to marketing a
one size fits all pretty much like all
one size fits all stuff well pretty much
fits nobody this is why I'm always
shocked when I do an audit on a company
or I'm looking over at businesses
marketing and I see that they're taking
a very one-size-fits-all approach
essentially doing very generic very
broad and often very bland marketing
trying to capture everybody using the
same message and all the same places and
then unsurprisingly not getting that
great results from it fortunately their
loss is your gain and this leaves the
door wide open for you to create
customer specific marketing campaigns
that look better feel better sound
better and work better but before you
can know exactly what kind of marketing
you should go out there and create you
first need to know what kind of
customers that you're going to be
creating the marketing for and that's
what this episode is all about the good
news is you don't need to go out there
and reinvent the wheel as the late great
Eugene Schwartz did all the heavy
lifting for you decades ago in his
amazing and highly sought after
marketing book breakthrough advertising
so with all that said let me unpack the
five different kinds of customers now as
well as at the end I'm gonna share with
you the one type of customer you want to
avoid so with all that said let's dive
in starting with number one unaware the
very first kind of customer that you
need to know about is the unaware
customer this statement is pretty much
exactly what the customer is which is
unaware meaning they don't know what
they don't know essentially people at
this stage are simply unaware of any
problem or therefore any solutions or
they don't even know what's going on or
why they should even care doesn't mean
that they're ignorant people it just
means that they're ignorant in regards
to your product and your server
the problems that it could potentially
solve the key thing here is to
understand that the customer hasn't
identified or recognized or acknowledged
any kind of pain or problem or
frustration that they're currently going
through so that doesn't mean that
they're not going through this pain or
problem or frustration it's just not
really at the forefront of their mind
may not be bothering that much or they
may not even really know it exists this
is why if you're trying to reach this
segment of the market which really is
the mass market this is where most
people are going to fall well what
you're gonna need to do here is come up
with some pretty broad and pretty wide
reaching marketing where your goal is to
do one of three different things the
first one is to educate them your job
here to an unaware audience is simply to
make them aware and you do this by
educating them about all facets of the
problem about where they're at right now
about why they should care about how
this is impacting their lives or
business or whatever the second thing
you want to try to do is possibly
demonstrate now this is obviously going
to be a little easier for some products
or services than others but the more
that you can actually show kind of
what's going on and really visually
represent or even graphically represent
what's going on well the better you're
going to be able to paint that mental
picture which will allow them to again
become more aware of the problem the
third thing is you do want to try to
entertain because they're not even aware
there's really a problem so if you just
come out there and hit them with a whole
bunch of facts it'll make it look like
you're trying to sell a textbook and
nobody likes buying textbooks I don't
even think college kids like buying
textbooks those things are expensive so
entertain them provide a little bit of
value maybe some humor maybe a funny
meme just make sure to not be boring
because if you're trying to make someone
aware of a problem the last thing you
want to do is sound like a public
service announcement now it is important
to understand that when you're targeting
an unaware audience this again like I
mentioned before is very mass-market
this is where most people are going to
fall into which means that you're going
to have to keep your targeting pretty
open and pretty wide and you're gonna
try to filter them out later down the
funnel also means that it's gonna be
really hard to reach these kind of
people with different search platforms
or keyword research or anything like
that because they're probably not typing
in any keywords or doing any searches
for the problem because again they're
unaware there's a problem so with all
that said when you're marketing to an
unaware
audience you want to take all of that
into consideration and your goal is to
move them into the next type of customer
which is problem aware alright so the
second type of customer is the problem
aware kind of customer this person is
obviously aware that there's a problem
is the names kind of baked into the
title and they just don't know how to
fix it yet so for example let's say that
we have the unaware person well it could
be that you're selling say posture
improvement product and with the unaware
person well they're not even aware that
they have bad posture so you'd want to
educate them there but the problem where
a person understands that they have bad
posture maybe they have back pain or
some other kind of pain associated with
it but they don't know how to fix it yet
so this is what this stage is all about
and you want to design your marketing
accordingly it's at this stage that you
really want to emphasize the problem in
the pain that they're in not to be a
jerk about it but because nobody really
takes action unless there's a sufficient
level of pain first so your job at this
stage is to make their problem to make
their pain as real and as emotional as
possible
you really want to puts a lot of salt in
the wound you want to make them feel it
and you want to make it emotionally
painful so that it resonates with them
at a deep level and gets them to take
action this is because people all of us
while we tend to make decisions
emotionally first and then we justify
those decisions rationally and logically
later basically we make the decision and
then we justify why we made the decision
with facts and logic and basically all
the things that allow us to justify the
decision when we really just made it
emotionally in the first place now this
market is going to be a medium-sized
market so it's going to be obviously a
little bit smaller than an unaware
market but still a lot bigger than the
markets we're going to be talking about
later so here you're gonna want to use
kind of a medium sized approach where
you're gonna be able to go out there and
still reach a sufficient amount of
people but you're gonna be a lot more
targeted than you would with the unaware
stage it's at this point that you can
also start using different search
platforms and other kind of marketing
like that because people are going to be
problem aware so they are going to be
typing in search terms like in this case
how do I fix my posture or bad posture
or possibly back pain or neck pain or
something like that so if you've done
your job well at this stage they should
now be sufficiently problem aware
which leads us to our next type of
customer which is the solution aware
customer solution where customers are
probably unsurprisingly aware of the
solutions but they haven't decided which
one is going to be the best solution for
them just yet a solution aware customer
is in research mode and they're trying
to do their due diligence they're trying
to peel back the layers of whatever
problem they're going through and
they're trying to compare and contrast
different solutions against each other
in order to make the best decision
possible it's why at this stage your
marketing should be focused around
showing them all sorts of different
possible solutions in order to help to
guide them and persuade them and
influence them in order to move them
closer to the direction of your product
or your solution so for example as
you're working through different
possible solutions and you're going over
all of the different options available
well you've got a couple different ideas
here number one is you could list out
different elements of your product so
for example let's say you've got a
posture fixing pill well you could list
all the different ingredients that
someone might try to basically did
ingest in order to fix their posture I'm
not sure that's a thing and I'm not sure
if it was a thing you'd want to take it
but for the sake of our demonstration
we'll roll with it so let's say you've
got this posture fixing supplement well
again you could list out all the
different ingredients in it you could
say why this one is good for this and
this one's good for that and then you
could say at the end well I'm getting
ahead of myself but essentially you
could say well look my solution has all
of these things the other option of
course is you could list out all sorts
of different treatments and
methodologies and different options and
you could compare and contrast them
against each others basically hopefully
having your product end up on top as the
premier solution but again I'm getting
ahead of myself so we'll get to that in
just a second now obviously when we're
talking about market size this market is
going to be significantly smaller but
it's also going to be a lot better of a
market because you've got people who are
in the act of buying stage sure they're
still doing their research they're still
comparing and contrasting and try to
gather information but they're also
ready to buy which means that if you can
sort of convince them that your product
or your service is one of the better
ones well you're gonna move them closer
to making that purchase decision closer
to making that purchase decision with
you which is what our next type of
customer is all about the fourth type of
customer is your solution aware
essentially this type of customer knows
the solutions and they know about yours
yours is in the running basically it's a
contender but they haven't fully made
that decision to purchase your product
yet in a nutshell they know about
everyone you're one of the options
they're just not fully bought in yet
it's at this stage you really want to
reinforce and expand on the benefits of
your product you want to talk about your
product and all of the things that it
can help them achieve and help them have
and live a better life or build a better
business or whatever promises you're
making this is not the stage to start
being shy you really want to expand on
all the great things about your product
or your service or your solution or
whatever it is that you're selling
because it's someone that this stage is
really trying to compare you directly
against other competitors and they're
trying to make that purchase decision so
again don't be shy and really highlight
all of the great things that have to do
with whatever it is that you're selling
to give yourself the best chance
possible probably not surprisingly this
again is a much smaller market that
you're going to be marketing to however
again there's that much closer to making
a purchase so they're a great market to
try to go after if you're able to create
marketing that is able to convince them
and really shows you in the best
possible light so that you're the
preferred option all right so now that
we've covered all those other types of
customers let's move on to the fifth and
final type of customer which is the most
aware customer customers at this stage
know about the problem they know about
the solutions they know about your
solution and your solution is a viable
contender and they may even be ready to
buy right now or very soon they just
need that final push this is why if this
stage you really want to double down on
creating a compelling or irresistible
offer that you can put in front of them
that leaves them with no other option
than to take action and by now it's at
this stage of the game you want to
leverage all of the tools in your
marketing toolbox and really leave no
stone unturned when communicating the
value and all of the reasons someone
should take action and basically do all
of the marketing stuff that you know how
to do it's also at this stage that you
can start to roll out those little extra
helpers that those little extra
incentives that really help to guide
someone through the process and get them
over the hump and into making that final
purchasing decision talking about things
like coupons or discounts or bonuses or
limited time offers anything that is
sort of quintessential
typically marketing these things work
for a reason and whether they're good or
bad is gonna depend on the contact spot
if you've got them in your toolkit and
you've got somebody who's just about
ready to buy now is the time to deploy
them all right so now that we've gone
through all five types of different
customers which is the kind of customer
that you should try to avoid at all
costs well if you guessed customer type
number one unaware you would be correct
and this is simply because trying to go
out there and educate the entire market
is way too expensive and way too
time-consuming
essentially what you're doing when
you're marketing to an unaware audience
is you're trying to educate and you're
trying to inform and persuade and trying
to reach a massive amount of people and
trying to get them to care about
something that they didn't even really
know about which again is very expensive
and very hard to do it is much much
easier to go after people who already
care are already problem aware and
possibly even already solution aware
these people are already interested and
they're trying to find answers to their
problems they at least know and
acknowledge that they have a problem and
they're trying to get it fixed those are
the people you want to go after to put
it another way you want to preach to the
choir these are people that already get
it they're the ones you want to go after
alright the next thing you're gonna want
to do is check out the video I have
linked up right here on digital
marketing strategies which is gonna give
you 20 of my best tips and tricks to
help make your marketing that much more
effective so check it out now
and I'll see you in the next episode
now rather than dive into the
nitty-gritty details and specifics in
each and every one I want to give you a
kind of a high-level overview and my key
takeaways