One of the key foundational elements of a successful marketing strategy is knowing why your customers buy from you.

Often business owners don’t take the time to work through this concept. As a result, their message to the market is muddled, unknowingly pushing prospects away.

Here are the 5 components of knowing why your customers buy from you.

1. Target Market

Imagine you need a deck built for your home. You talk to both a home improvement company and a deck company. The former’s website lists all sorts of projects they work on, one of which is building decks. The latter tells the story of how they build decks, amazing decks, unique decks, all kinds of decks and only decks.

All else being equal, who do you want to build your deck?

Also, if you want a deck, might you first look for companies that build them?

The key ideas here iare that you define your target market in a way so that when they find you it is obvious that you are dedicated to that target market and, by knowing your market, you will know where to look for prospects.

And when you understand your target market, you can figure out their…

2. Urgent Needs and Compelling Desires

You must know what your market wants and what your market needs. Your goal, as a business, is to provide the solutions to match.

In our deck example, your target market might want to host parties on their deck. Or they have a deck that needs repair. Or they want a private place to spend time when the weather’s nice. Or they want extra space year-round.

So when you understand your target market and their needs and desires, you can define the…

3. Important Results

These are the answers your market is looking for, the physical manifestations of their needs and desires.

In our example, it’s a deck, with whatever custom components needed for each various need or desire.

Knowing the results your target market needs or wants allows you to craft…

4. Invest-able Opportunities

Now you can create service and product offers to present your target market. Customers want to make a wise purchase that will give them a return for their investment. In your case, now that you know the results they want and need, you can make sure that you have a variety of goods and services to meet the varying situations of your prospects.

For our home owners, you may have enclosed decks, decks with BBQ sections, decks with privacy screens or decks that keep the space below them dry.

Finally, when you have invest-able opportunities and provide results according to your target market’s needs and desires, you are really supplying…

5. Deep-rooted Benefits

It’s not just the purchased item that we want. Additionally, we desire the way it makes us feel. These are the deep-rooted benefits, the core fundamental ways in which a customer is changed by our service.

With the deck designed for entertaining, it may be increased status, a larger social sphere or more pleasure from relationships.

With the deck designed for privacy, it could be the increased peace and reduced stress that comes with having a place to relax.

A deck in the sun might result in a tan that brings self-esteem, confidence and satisfaction.

Walk through these five steps and you will have a powerful grasp on why your customers are buying what you are selling.

Combine this with the three other components of the Book Yourself Solid Foundation Module to have a platform on which the your entire marketing strategy is supported, a springboard into powerful business success.