Customer comprehension is a variant that is tricky to deal with. How do you teach someone that "thinks" they know exactly who their customer is, but they are completely off base?

You have to follow certain metrics that prove that you understand exactly who your customer is. These are the determining factors at it comes down to how well you know your niche. Your answer should be YES to the following questions:

(1) Do you read regularly about your niche?
(2) Can you effectively communicate with others in your niche?
(3) Do you comprehend customers issues?
(4) Can you come up with your own "pros and cons" for each customer situation (product, service, etc)?
(5) Do you understand the core problems within your niche?

You should comprehend all of these, if you don't, then you need to spend some time in the trenches learning about your niche and the customer idiosyncrasies. Let's look at an example.

If you were selling golf clubs..

If you are trying to sell golf clubs online, where would you start? What keywords would you try to target?

If you were to deliver traffic coming from general keywords like "golf" or even a keyword phrase like "golf clubs", chances are you would have a low conversion rate. The reason that "golf clubs" won't convert is because you're picking up this visitor too early in the purchasing life cycle.

At this point, they are typically looking for information about golf clubs, and you cannot make an assumption as to what they are looking for. Perhaps they want to see what a golf club looks like so they can draw it...who knows. Chances are at this point they are not ready to buy, and will usually perform several more searches before they do decide to make a purchasing decision..

Let's drill down a little more and catch someone a little further along in the purchasing lifecycle. We now know that "golf" & "golf clubs" won't convert very high. After visiting a few forums, you can easily discover that people are searching for irons, putters, drivers, wedges, or specialize clubs. So, chances are that the keyword "golf clubs" (although seemingly targeted) is actually way too broad.

If you start promoting here, it will take a lot more work to actually sell than if you were to dig a little deeper into the purchasing lifecycle.

Drivers, wedges, irons, and putters are still too broad and people will want to learn about brand names, types, loft, and reviews before they make a purchase. That is where you can capture people at the "decision phase".

Ideally, you would hyper-target someone who types in Taylor Made r5 Driver, or someone who is searching for a 56 degree Cleveland Gap Wedge. People that are searching these terms are very far along in the lifecycle and it will take far less effort than someone that is searching for "golf clubs" to convert them into buyers.

And the ultimate search terms, the ones where the person is in the "action phase" would be terms like:

  • where do I buy Taylor Made r5 Driver
  • best deal on Taylor Made r5 Driver
  • buy Taylor Made r5 Driver online
  • Taylor Made r5 Driver ebay
  • purchase Taylor Made r5 Driver
Again, it is much more work to walk someone through all the stages of the life-cycle, and typically requires several follow-ups or points of contact, but there is a much larger audience. The key is to understand who your customer is and understand what they are really looking for (ex. understanding all the types of golf clubs if you are promoting golf clubs).


Join the Discussion
Write something…
Recent messages
stavros009 Premium
Hello,
In the decision phase, it is said that:
''Sometimes people are looking for negative reviews and you can also leverage these as there are many "debunk" products out there, in almost any market. ''
How can I do it? Do I put on my site bad items?
Thank you.
Reply
newmarketpro Premium
Not really. If you know a product is really a SCAM you can write reviews about the product, why it is bad and why you recommend not to buy such product. As long as your reviews are based on solid research, you are actually helping others not to fall into some bad marketers' trap.

Joe
Reply
stavros009 Premium
Thank you!
Reply
Topiej Premium
A very informative lesson on the stages that a prospect goes through before purchasing. I have a question concerning communicating or connecting with the prospect, is it the place of us the affiliates to get the prospects info? For example getting their email addresses. Or should we give them a way to contact us?
Reply
onmyownterms Premium
Here is my .02. Initially, it's important to build your site content and focus on content creation to build your traffic. At this stage, a simple 'contact us' button, rather than a full-on email capture system is preferable.

Once you have about 100 posts and/or 1k visitors per month, then you can invest the time/energy into setting up an email capture system and begin to email your customers.

Content creation is so important, yet many new marketers get caught up in doing things that are of no benefit to them if they don't have traffic.
Reply
Topiej Premium
Thanks for that insight @onmyownterms I get what your saying.
Reply
onmyownterms Premium
You're welcome.
Reply
MAXINEG Premium
Kyle is correct. Knowing your audience is key to product promotion. An audience that is concerned about health probably would not appreciate seeing a product review on sports cars.

Also, people are tired of scams and get rich quick schemes. This is my main reason for signing up with Wealthy Affiliate. Searching he WEB is how I found this platform; so, I started as a customer with a pressing need. In the beginning, my understanding of passive income was not clear. Now, I am aware that it takes awhile to get paid. Building a website, training, being indexed and ranked are part of the process. Each day, I am inspired to continue onthis proven path of success.
Reply
MAXINEG Premium
Revisiting this comment is real eye opener for me.

Maxine
Reply
Carl9 Premium
Will Kyle this sure has been informative. I can see where this is the place to get the information from sure have given and gotten a lot of good advice. Now I have to go and see just what and How I want to get things going here a lot better get some more keywords going and try and figure out how to get the sites on my website like Amazon and other place to send people to to check out where to buy the same thing I am advertising.
Reply
rcarney6 Premium
Thanks, Kyle. As always, this is "good stuff"! It does help with looking for particular and valuable keywords. It takes just as much effort to promote these as it does to promote random keywords. We might as well target those that reflect people who are farther along in their decision making.
Reply
Top