This post is part of the 📖 The Brain Audit series.
Today I am reading the chapter Bag No. 3: The Target Profile from the book The Brain Audit: Why Customers Buy (and Why They Don’t) written by Author, Sean D’Souza.
Do you often wonder what your customer is thinking? Don’t leave the thought process to chance and let that customer walk away. Your customers don’t want to walk away. They want to buy from you.
The Brain Audit shows you how the customer takes decisions. And what you need to put in place, so that the customer feels happy to buy products or services from you.
Yesterday, I finished reading Bag No. 2: The Solution chapter.
From the introduction chapter, we read and understand that we need to know the 7 elements of why our customers buy from us or why they don’t. Here are the 7 things for you to recap.
- Bag No. 1: The Problem
- Bag No. 2: The Solution
Bag No. 3: The Target Profile (The Trigger)(we are reading this today)- Bag No. 4: The Objections
- Bag No. 5: The Testimonials
- Bag No. 6: The Risk Reversal
- Bag No. 7: The Uniqueness
Bag 3: The Target Profile
Target profile is simply the factor of choosing one person.
Not an entire audience.
But one solitary person.
And then crafting your message to that one person.
Of course, you don’t believe me. Trying to send a message to just one person seems like marketing suicide.
But suspend your disbelief for a while, and read on.
The Body Shop didn’t target all women. It targeted women who were against cosmetics being tested on animals. The targeting was based on a specific profile.
And beauty products are a dime a dozen today, as they were back in 1976.
Yet, Anita wasn’t talking to all women. She wasn’t even speaking to women who used beauty products. But instead, she spoke to a specific problem.
At the time—and even possibly today—the ingredients of beauty products were tested on animals.
And Anita was tackling this specific issue: the problem of ethical consumerism.
What works for cosmetics works just as well for products and services.
Target profiling works. All you need to know is how to use it to your advantage.
That’s it for today and tomorrow we will read a section Creating a Profile from the same chapter that we started reading today.
Do you know you can listen to this book on Amazon Audible for FREE?
If you are not into reading like me, then you can listen to this book for FREE on Amazon Audible
Don't Read. Just 🎧Key Takeaways
There’s not one product/service on this planet that can’t be sharpened with precise profiling.
And precise profiling works on the basis of one person.
Summary
- That when you build a business with one person in mind, you attract hundreds, thousands, even millions of customers.
Buy or not buy?
This book is excellent. Do not hesitate to pick this. Pick the physical book, so you take notes and highlight the bits you want to reference later. This book is such a kind of book where you need to pass it to the next generation.
Listen, I don’t care whether you buy the book using one of the links on the page or not but just buy. You will be glad for my recommendation.
Author(s): Sean D'Souza
Part 5 of 15 in the 📖 The Brain Audit book series.
Series Start | The Brain Audit: Why Customers Buy (and Why They Don't) - Day 4 | The Brain Audit: Why Customers Buy (and Why They Don't) - Day 6