5 Ways to Get Inside Your Prospects Head
December 7, 2009 – 3:17 pm
Here is a helpful reminder about how to understand and determine the best way to appeal to the homeowners and prospective consumers of your window cleaning services.
The truth is, the people in your neighborhoods are different from the people in my neighborhood, who in turn are likely substantially different from the people who live 10 miles away.
How, then, can you figure out what to say to these people?
Well, here are five essential keys to answering that question:
1. How Old Are They?
Everything you write, including slang, allusions, word difficulty, and subject matter (i.e. pop culture references) should be adjusted to best and most closely suit the age of your target demographic.
2. Ladies or Gentlemen?
Despite the dual roles men and women tend to fill, gender-segmentation immediately reveals unique interests, priorities, and needs. Women buy things for different reasons then men do. If you are married, you already know this well 
3. What is Their Local Neighborhood Mindset?
Values vary regionally. If you can figure out whether or not your prospects are susceptible to local viewpoints or unique cultural attitudes, this will help you improve the effectiveness of your messages to them.
4. How Much Money Do They Have?
Since needs and wants vary from one social class to another, it can provide a helpful guide to what kind of window cleaning service packages you could/should be selling to them, as well as the specific package names you should be giving them.
5. What Drives Them Bonkers?
You must know your prospect’s fears, worries, hopes, and dreams. Only then can you see the world through their eyes, and understand what they care about in life, and how your window cleaning services fit in to that value structure.
That’s the five.
The next time you sit down to write a message for your window cleaning flier or postcard, keep this list of 5 things open on your browser.
I guarantee you’ll write even more compelling marketing messages, and get more window cleaning business because of it.
Kevin
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P.S. Props to InfusionSoft for the inspiration behind this post!
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