Successful marketing is not just about the quality of your product or service — it’s also about knowing your target audience well, communicating effectively, and building long-term customer relationships. Renowned business coach John Assaraf shares 6 key strategies that can create a turning point in the work of successful entrepreneurs.
1. Know Your Ideal Customer
One of the biggest mistakes entrepreneurs make is the “everyone is my customer” mindset. In reality, every business has a target customer with a very specific psychological and demographic profile, depending on the product, service, price, and presentation style.
Assaraf shares a real-life example: one of his clients, Bill Kils, initially earned $10 an hour washing dishes and walking dogs. Later, he shifted his focus to working with clients earning over $100,000 a year. As a result, his business grew to the point where his annual income reached $500,000. His success came from targeting people willing to pay extra for high-quality care for their dogs.
2. Understand Your Buyer
Every customer’s decision-making process is different. People who are more left-brain dominant want plenty of facts and figures, while those who are more right-brain dominant focus on the overall concept and emotions.
Your marketing strategy should appeal to both — those who process information through data and facts, and those who decide based on social influence and experience. That means:
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Provide concrete facts for analytical people.
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Show testimonials and real-life examples for socially oriented people.
3. Deliver the Right Message
Many entrepreneurs talk about the features of their products or services but forget to explain the benefits. Assaraf says: “People don’t buy features, they buy benefits.”
For example, you might offer “whiter and brighter teeth.” But what the customer truly wants is a beautiful smile that gives them self-confidence. In your marketing, highlight the feelings, experiences, and results your product or service delivers.
4. Know Your Strengths
There are three ways to grow your business:
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Do it yourself.
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Get help.
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Completely delegate it.
For the best results, identify what you are good at and hand off other tasks to professionals in that area. This way, you move from the “guessing” stage to making decisions based on knowledge and expertise.
5. Be Active on Social Media
Social media is one of the most powerful tools in today’s marketing. Platforms like Twitter, Facebook, and YouTube allow you to present your products and services to a large audience at very little cost.
Through YouTube, you can send a message anywhere in the world, share your positive or negative experiences via video, and create a viral effect. Social media is invaluable for building brand trust and starting relationships with potential customers.
6. Design the Customer Experience
Before you start working with a customer, think about what kind of experience they will have when interacting with you. Experience covers the entire process — from the moment they first become interested in your product or service to the purchase and beyond.
For example, a bratwurst seller in New York would post new recipes on his blog every day, announce his sales location, and mention the limited number of products available. As a result, people lined up daily to visit his stand.
If you can spark interest and give people valuable information, they will trust you, consider your recommendations, and buy your services.
Conclusion:
By applying these 6 strategies from Assaraf, you will:
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Clearly define your target audience.
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Market in a way that matches the customer’s decision-making process.
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Present your brand’s benefits effectively.
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Reach more people through social media.
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Build long-term customer trust.