Attracting New Consumers

If you want to grow your business, you need to become irresistible to new consumers. They must take one look at your product or service, and say,

 

“Wow! I have to have that — now.”

 

If new consumers are thrilled, they’re very likely to boast to their friends about your new-to-them product or service. Your new consumers are happy, their friends are excited, and you, of course, will be rewarded.

 

So, how do you spread such cheer and become irresistible to new consumers?

 

• Solve a vital consumer problem. What’s really concerning your target consumers? Engage them in a dialogue. Ask them what they need. Dig deep. Dig deeper, and really listen to the answer behind the answer. Perhaps your consumers say they need to know how to choose a bottle of wine they like, but by asking the right questions, you find out what they’re really saying is they don’t want to make fools of themselves. They want to feel confident that their friends will think they have a talent for picking wine. Create a fun, interactive quiz that helps them know they bought a great wine for the occasion and for their palate. If you eliminate their real issues, you’ll have a whole new consumer base.
• Do things in a whole new — and significantly better — way. Take a hard look at your product offerings. How do you compare with your competitors? Let’s face it: If you offer pretty much the same thing as your competitors, you’re not irresistible. If you sell the same things you sold two years ago, you’re not likely to attract anyone new.
  
  You don’t need a huge budget to try something new; you do need strong insights about your target audience and a vivid imagination.

• Get noticed. In today’s message-rich environment, consumers have ultimate control over what they want to see. If they aren’t interested in your message, it’ll be ignored or promptly deleted. Join and read your consumers’ favorite websites, blogs and forums to learn more about them. Weigh in all over the Internet and elsewhere on subjects about which they are passionate. Your website should be more than an online brochure; make it a source of great, thoughtful, relevant information about whatever is important to your consumers. Let them know you think it’s important, too.

  
  Once you understand them, be wherever they are — at point of sale, and with YouTube videos, phone apps, blogs and anywhere else you can offer a “wow” factor. You can draw a new group of loyal consumers, and by sharing a dialogue with them, you’ll get a rich new appreciation of your consumers’ thoughts and concerns.

 

So, there you go. To grow, you need to “wow” new group of consumers. That means solving at least one of their vital problems, doing things differently (and better) and getting noticed. Each approach will build your business, but if you do them together, your business will boom.

 

Are you attracting new consumers? Take an OnPoint Quiz to find out.

 

 

OnPoint Insights Knows How to Make You Irresistible

Patti Cockerham has been working with consumer-products companies to attract new consumers for two decades. She is renowned for her ability to identify, understand and translate consumer insights into compelling equity-building positions and marketing programs to deliver dramatic results. Using innovative, imaginative processes, and both traditional and unusual tactics, she has driven some of the most well-regarded brands in the United States to record revenue, market share and profits. Through OnPoint Insights, she can help you attract new consumers and grow your business.