Understand Customer Usage - Charles George

Charles George - "Publish To Thrive"

Welcome to the Publish the Thrive Radio Show. Every business owner can benefit from publishing their knowledge. Today, every business is a publisher. Whether you are creating content for social media, blog posts, videos, podcasts, newsletters, books, or other types of premium content. Everyone is a publisher.  Publishing helps you reach new prospects, strengthen relationships with current customers and create additional revenue opportunities.

I’m your host Charles George. I am a digital direct marketer and copywriter. For about 20 years, I have consulted with business on creating marketing campaigns that reach new customers and sell more to their current customers. Today, I focus on building profitable online audiences and brands.

On the show we talk about marketing, sales and growth for a stage 3 businesses.

You can follow me personally at www.PublishtoThrive.com.

Show Objectives
Do you know why customers use your products?

WD40 CEO Garry Ridge, told yahoo finance  that their website publishes more than 2,000 different uses for their product.
So when you visit WD40’s site they have four different tabs  Home, Industrial, Work and Play.

These are four different segments of customers that use WD40.

• So do you know who your customers are?
• How do they use your products?

Sometimes we develop products and services, but sometimes people use the products in different ways.

When you think about the purpose of your product and different ways your product can add value to your customer, this can open more opportunities to promote and sell your product. 

Think about how does your customer use your product or service.

Sermon Each Week Example

Segment 2 - What You Need to Know
Kroger had a 127% surge in the second quarter in its digital sales as shoppers ordered online and either had groceries delivered straight to their homes or drove to a store and had packages put directly in their trunks.

• Understanding buyer behaviours and trends.
• This goes to understanding customer behaviours
• What are the opportunities? What are your strengths? What are your weakness? What are some threat?
• SWOT Analysis.

​Segment 3 – Customer Segments -  Examples with my own business
I work with people who are interested in building online audiences.

• So, they are business owners
• So, we are building email audiences and send emails
• There is some writing involved.
• Authors- people who have written a book and want to build a business
• Course Creators-
• Bloggers -
• Coaches-
• People who publish content -Content Creators

Segment 4- What You Need to Do
Peloton Example:
Different ways to understand your customers

• Function and form of your product
• How do customers use your product?

What are the features and benefits customers receive from your product?

• Benefits connect the prospects emotional desires with your product or service.
• Features- appeal to the prospects logic.
• Mechanical pencil example.
• Differentiating your product.
• Providing an exception service to your customers.
• Time management for effective customer service.

About Charles George
Charles George is passionate about helping purpose-driven entrepreneurs create a lifestyle business by combining publishing with direct marketing.

One of the fastest and most profitable ways to build an audience is through email. Download Charles' free report 101 Ways to Increase the Size of Your Email List. http://publishtothrive.com/IBGR
Shows

Previous: Episode C3.003 - Align Sales Processes With Customers
Next: Episode C3.05 Understanding the Characteristics of Your Best Customers

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