Want to get in the minds of your customers and understand what they really want?

Drayton Bird has been described (by a competitor) as “the greatest living direct marketing expert” and has nearly 50 years experience in marketing, PR, advertising, research, and direct marketing. Read on below as he reveals how to discover what your customers want.

On behalf of the SuccessTrack team, have a brilliant day!

Best wishes,

Marie-Louise Cook
Editor – Daily Marketing Bulletin

What Do Your Customers Want?

Drayton Bird: If you already have customers, talk to them. Ask them. Watch them. If you don’t study customers you’re mad because that’s where the money comes from.

Now, if you’re just setting up your business, start by asking yourself, “Why will anyone will be interested in this?” Talk to a lot of people. Say, “I’ve got this idea. What do you think?” Write to people in your local area and say, “I’m thinking of doing this… would this interest you? Would it interest you a lot? A little? Not at all?”

Your priority must be to adopt a very sceptical view… hope for the best but plan for the worst. Once you’ve asked people if they think it’s a good idea, try selling it to them.

If you want to succeed in persuading people to buy what you want then you have to study these two things: the person you’re trying to sell to and how to relate your product or service to that person.

Be aware that when you’re selling something, nobody wants to read what you’ve written or to listen to what you’re saying. They don’t. They’ve got better things to do. So your challenge is – how the hell can you get them interested?

The other thing you have to do is answer the question “Why should anyone choose your product?” Can you do something that no one else can do? Can you do something better than anyone else?

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