Understanding your customer, Part 2

Customer Comprehension


Do you know who your customer is?
Do you understand what your customer is looking for?
Part 1 here

To know your customer, you have to know your niche inside and out. Your answer should be YES to the following questions:

(1) Do you study regularly about your niche?
(2) Does your site effectively communicate with others about your niche?
(3) Do you understand your customers issues?
(4) Can you create your own “pros and cons” for each situation (product, service, etc)?
(5) Do you realize any of the core problems with your niche?

You should understand all of the above and if not its time to start studding more about your niche and your customer idiosyncrasies.

Lets say you wanted to sell golf clubs..

If you were building an online site to sell golf clubs, where would you start? What keywords would you try to target?

Lets say for example you chose a keyword like “golf” or a phrase “golf clubs”, you would be hard pressed to convert on those because it picks a customer who is in the early stages of awareness. This is the point that they are looking for information and not ready to buy.

Not to mention that there is a lot of competition for those keywords. Just a keyword search for “golf clubs” tells us that there are 289 competing sites.

You cannot assume as to what they are looking for at this point. Maybe they want to see what a golf club looks like. Most likely they are not ready to buy anything, and they will be doing several searches to gather more information.

After doing a few searches in a keyword tool platform, we will find out that they are not just looking for golf clubs, but are indeed looking for specific golf clubs. Drivers, Irons, Wedges, Putters and so on. But even this is too broad of a niche, they are looking for particular brands of these clubs.

Lets just look at wedges. You have different brands, different degrees of lofts, different types, (sand wedge, approach wedge, pitching wedge, lob wedge, etc.). They would be looking for reviews of these wedges.


Golf club drivers are probably the most looked at and researched club on line. Other than the different brands, you have different weights, different lengths, different club head angles, etc.


Writing some reviews for your potential customer at this point would capture their attention. This is when they are in the evaluation stage. At this point they know what club they are interested in and want some final information before they buy.

A person at this stage is searching specific terms like, Taylor Made r5 Driver, or a 56 degree Cleveland Gap Wedge. People that are searching these terms are very far along in the lifecycle and it will take far less effort than someone that is searching for “golf clubs” to convert them into buyers.

People in the final or take action stage (ready to buy) would type in such phrases as, Best price on ____, or buy ____, purchase ____. These would be great keyword phrases or page titles on your review pages. They are ready to buy and are looking for a place to buy it.

This is where you want to capture your potential customer. If you were to understand this and target your keywords for them at this point, you would have a far greater conversion rate.

Access a free keyword search platform here


How to capitalize on magazine, newspaper adds,
and late night infomercials

When an add appears in one of the above forms of advertising, if you could be ready to jump on that bandwagon, you would make out well. First thought is make sure its within your niche. Be ready to research it and write a review on it.

People here are already aware of the product and are in stage 2 of wanting more information. In most cases they have already gotten some information from the add, now they are in the late part of stage 2 and can quite easily move in to the take action stage, make a purchase.

People who search product-related keywords are most likely very far along in the customer purchasing lifecycle. They are already knowledgeable in the subject area and they have, somewhere along the way been exposed to some form of branding or advertisement.

Take a minute and think about the last item you purchased on line. How did you hear about the product? How did you research the product? Did you read through any reviews and where they positive and negative? What did you see or read that got you to make the purchase?

When you are planning out your site and writing content, keep in mind what you would need to know to set your mind at ease and make a purchase.


Remember when your building your new website
Your in the business of helping, Not selling

I hope you found this information helpful and all my best to your success.


PS: Please leave a comment if you have a minute….Thanks


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