Understanding customers core emotional desires and pain points around their specific health concern is essential to creating effective marketing campaign for dietary supplements.
One way to understand and empathize with the customers desires and pain points is to do customer research.
Research that includes how the customer describes their pain.
This includes their fears, wants, and their core emotional state.
Gather Genuine Customer Stories
Gathering genuine customer stories is a great way to get to the heart of the customers emotion.
By asking the right questions and engaging with customers in a non-threatening way, marketers can gain valuable insights into the customer journey and how to best serve them.
The first step in gathering genuine customer stories is to identify the top buyers.
These customers can be identified by looking at lifetime value and other metrics such as who purchased multiple times in a given period.
Once top buyers are identified, a survey should be sent out with both multiple choice and open-ended questions.
Once the survey is complete, the data should be organized into struggles and benefits.
This process can help to uncover the real problems customers are facing.
By understanding customer needs and gathering genuine customer stories, supplement companies can create marketing campaigns that are tailored to the customer.
Gather In-Depth Customer Feedback
Using your survey to winnow down which customers to gather in-depth feedback from, is an advanced way to get even more insight into your customer.
One of the best methods is to conduct one-on-one customer interviews.
This involves talking directly to customers to gain valuable insight into customer behavior, preferences, and motivations.
During conversations, customers can share their emotions and feelings, which can be useful when creating marketing campaigns.
When conducting customer interviews, it is important to have an open and genuine interest in the customer and their health condition.
Asking questions that are open-ended, encourage the customer to talk about their daily struggles.
Think of it like a conversation rather than a series of questions.
Asking follow-up questions to get to the root of the customer’s core emotional desires is how it’s done.
Asking questions is not always easy, but it is an essential skill for anyone looking to gain insight into their customers’ needs and motivations.
Taking good notes and recording the interview so that it can be transcribed and reviewed later will prove invaluable.
Digging Out Customer Stories
One of the best ways to dig out customer stories is by asking questions that draw out the story.
This technique is often used by attorneys, such as Jerry Spence, which he describes in his book Win Your Case to get to the heart of the buyers emotions.
Questions such as “How did you feel when you were looking online for a solution?” and “Did the information you found explain the science in a way that was easy to understand?” can provide valuable information about a customer’s struggle.
Additionally, asking about the details of a customer’s problem can help uncover the unique challenges.
For example, a customer may feel that their weight gain is due to having two children, but a more detailed conversation may reveal that they are actually insulin resistant.
By asking the right questions, companies can gain a better understanding of their customers’ needs and motivations.
This insight can then be used to create more effective sales copy and advertising campaigns.
Asking the right questions is an important skill for anyone looking to gain insights into their customers.
Once you have your surveys and one-on-one interviews done, the next step is applying all of that new found knowledge to your marketing and testing what you’ve learned about your customer.
Understanding customer behavior is key to optimizing page conversion.
Companies must understand what motivates customers and what makes them take action.
Discover the 3 funnels that can help your health supplement business succeed.
Listen to the Health Supplement Business Mastery Podcast for for dietary supplement entrepreneurs and marketers.
