X
Group 4 Created with Sketch.
Your changes have been saved
Will provides some tips on how to have a better marketing strategy, and why understanding your customers’ goals matters.
Playlists that Understanding Your Customers’ Goal | Will Leach appears on.
Up Next
Full Description
Back to Top
Will provides some tips on how to have a better marketing strategy, and why understanding your customers’ goals matters.
Transcripts
Back to Top
station. So here I am. I'm thinking as these business owners that are listening right now, maybe they don't sell chips or soda, but they have a portfolio of products or services. And so what some little things that they can start to like grind on a little bit. Give us some examples of how maybe if I'm a plumbing company, talk to me, maybe some good examples you have. I don't know what they are, but yeah, there's a couple of things that I think marketing has lost their way because a lot of agencies are trying to be cute and they're trying to be innovative with their words and trying and trying to stand out. But in that, in that ability to be so creative with their words, their taglines that we forget that people just want to solve the problem in their lives or they have a job to be done right. People just want to solve problems. Yeah. And I often say that, you know, I tell my team here, I said, you know guys at the end of the day people we work with, they want to get home at 5:00 to watch their kids play T ball just like we do, that is a problem we can help them with even though it has nothing to do with marketing, research and agency and meet providing consulting services. I can do small things like write up an email for them so that they can send it to their boss explaining what I do just to get them home right early. So there's all sorts of things you provide outside of plumbing. In your example, there's all sorts of things you can provide, you don't think in that way. So the first thing I tell people is if you don't understand the goal of your customer and that may be way outside of what you provide, then you truly don't understand how to market because people only buy products and solutions that help them reach their goals and there are goals that are very functional. Like, hey, I'm coming, I want to be regarded as a very quality driven plumber, right? And I also want to solve my client's needs. I want to be on time. I want to have profit in my business, right? So there's a simple, basic functional goals. But ultimately people, especially business owners out there, we have an emotional goal. We called higher order goals and certainly I want to have those things for my company too. But what really drives me emotionally rationally, those things that if you ask me, what do I need for my company, I need to be profitable. I need to grow it onto this size. I have all sorts of things. I need to create processes emotionally. Why do I want that emotionally? For me, my higher order goal is at least in my world, is to create a meaningful difference, especially the kind of the middle class. That's something I grew up middle class and I want to see people succeed and I believe my way of doing that is understanding how people make decisions and teaching others to make their marketing better. Cool. So the first thing is if you don't understand the functional goals and most people get that you've got a ladder up to what's the true emotional goal. And then if you can help somebody meet that emotional goal, in this case I want to provide, I want to make the world a little bit better place by using all the psychology, the stuff that can actually help people reach their goals. That is an important thing that differentiates me from other companies. So for me, if you don't stand goal, you are already missing the mark on any marketing you're doing. If you don't truly understand, get lucky, you may get lucky and you may get a couple of sales, but you won't maximize your sales until you understand the goal and start messaging to that higher order goal.
Up Next
Add to playlist
New playlist

Embed

COPY
Embed Options
Create Playlist
Select the Station you want to upload this audio to
Station
0 / 140
0 / 2000
Playlist Icon Image:
(.jpg, .png, min size 500x500px)
Privacy
Subscribers
Your
voice
matters.
Discover & Listen to the world’s largest free collection of audio
Password reset

Enter your email address that you used to register. We'll send you an email with your username and a link to reset your password.



If you still need help, contact Vurbl Support
Password reset sent

You have been sent instructions on resetting you password to the email associated with your account. Please check your email and signing in again.


Back to Sign In
If you still need help, contact Vurbl Support
Your
voice
matters.
Discover & Listen to the world’s largest free collection of audio
Reset password

Please enter your new password below.



If you still need help, contact Vurbl Support
Your voice matters.
Discover & Listen to the world’s largest free collection of audio
Verify Email

Enter your email address that you used to register. We'll send you an email with a link to verify your email.



Cancel
Delete Profile
Are you sure? We will miss you :'(
Delete
Delete Audio
Are you sure?
Delete
Delete Playlist
Are you sure you want to delete this playlist?
Delete
Notifications Mark all as read
    You currently have no notifications
    Edit Snippet
    0 / 140
    0 / 140