#13 What Do Your Customer Want to Gain?
December 10, 2020
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In this week’s episode, we are going to talk about how you can discover what your customers hope to gain. If you don’t know what they want, you can’t really give it to them now can you? But amazingly, many people do not bother to think about what their customers are really looking for.  Their desires may transcend the simple function of your product.

If you have a shoe, you cannot make it deliver enlightenment. But if you know your most likely potential shoe customer is seeking enlightenment, you can design a shoe that fits with their broader goals.  Your shoe might be a minimalist design with a humble look made from all natural materials and manufactured with a fair-trade certified supply chain. If your customer believes they have already achieved enlightenment in yoga class and is seeking to project an image of prosperity, you will need to build a different shoe.  Let’s dive into the details.  


Types of Customer Gains I: Physical/functional, Emotional, Social

From one perspective, we can think of gains in three broad categories. The most obvious is the physical purpose of your product or service – a functional gain. A massage makes you feel relaxed. Running shoes help you go farther faster without foot pain. 

We can also think of emotional gains. A product may create a feeling that someone is looking for. Happiness, contentment, a feeling of calm, or conversely, excitement are among the many emotional gains that customers may get from brands and their products. According to many practitioners, with the proper supportive setting and encouragement, massage techniques can bring emotional benefits as psychological trauma that is stored in muscles is released. On the other hand, some customers may prefer to save their emotional disclosure for their clinical therapist and keep it strictly physical with the physical therapist. 


Types of Customer Gains II: Required, Expected, Desired, Unexpected

We can also think of types of gains in relation to customer expectations. Certain types of gains, those relating to the basic function of an item, are required. A t-shirt should, at minimum, cover the torso. Some are expected. We would be surprised if a t-shirt was not fairly comfortable. Others are desired. We might want a t-shirt with a graphic that we thought was cool. Some gains are unexpected. If you come up with a t-shirt design with three wolves howling at the moon that is so compelling, everyone sees any man who wears it as the epitome of masculinity, you have delivered an unexpected gain. 


Using Archetypes and Psychometrics/Interest Targeting to Identify Attractive Gains

You find the concept of archetypes can help you identify gains that will be attractive to your customers, or segments of your customer base. If you know a certain segment of your customer base fits the sage archetype, you can identify and describe benefits in terms of conveying knowledge, or being supported by careful reasoned decision making. If your customer is “the rebel” you can offer them a gain by giving them a product that stands out from the crowd and breaks norms. You can also use psychometrics to segment your audience and highlight specific gains to specific segments. For example, if you are selling educational materials for parents, you can use psychometric targeting to emphasize music education for those who are interested in music and courses on criminology for those who are interested in politics. 


Collecting Information from Customers

You can make guesses about archetypes and use ad targeting to create market segments with gains matched to psychometrics, but the best information comes from your customers themselves. Build a plan to ask questions any time you have a human interaction with customers, and look for opportunities to ask for feedback in your automated systems too. Remember not to annoy your customers in the process. Do not put your needs before their needs. 


Questions to Ask About Customer Gains

Here are some examples of questions you can ask your team and your customers to discover where you can improve your product, your message, and your customer experience to better deliver the gains your customers want and need. 

What are you already doing right? What features of your product do your customers like best? What could you do better? What features are your customers looking for that your product or service does not do a good job of providing? 

What is more important to your customers? Saving time or saving money? What would they consider a bargain? What are their expectations about quality? What social consequences do your customers seek? How do they envision your product could help? What are their other priorities?

You can ask broader questions too. How do your customers measure success and failure? What are their biggest hopes and dreams? Somehow, your product fits into a larger picture. It can fit in haphazardly, or perfectly. It’s all up to you. We’ll talk more about how to create a product that’s a perfect fit for your customer in the next episode of Mind the Gap. 


These digital marketing tips only work if you use them

We hope you find this insight on digital marketing excellence useful. This knowledge can improve your results, but you have to put it into action. So find a way to apply it and test it. Take a baseline measurement and compare your new improved outcome. Join the Viral Octopus collective and share and discuss your results with others who are striving for excellence. And come back and join us next week for more powerful new marketing tips and tricks. Don’t get left behind: Mind The Gap.