More Sales With Intuitive Heart-Based Marketing

Most people buy what they want, not what they need. Take for example, the new I-Pad that Apple recently rolled out, or the Barnes & Noble electronic reader, the Nook. Nobody really needs these things, but people certainly do want them. When you create a product, the number one step is to find out what your market really wants, not what you think they need.

If you have an intuitive sense about your market; if you think you have an innate “feel” for what the people you are trying to reach really want, follow your instincts and your heart. This is what I call heart-based marketing.

Heart-based marketing relies more on your observations and feelings, rather than on market research analysis or consumer surveys. By simply paying careful attention to the people around you, listening to their conversations, comments and complaints, you can uncover the results they are really looking for in their business.

In other words, create your products by putting yourself in the shoes of your target prospects. Ask yourself the same questions they ask themselves, so that you can create a product that delivers the answers.

Don’t underestimate the importance of this. For example, someone who is a coach might develop a product designed to give clients more balance in their lives. While “balance” may well be what his clients need, it isn’t necessarily the thing they want. It’s the coach’s perception of what they want. And if the coach develops and markets the product from his perception, clients aren’t going to want to buy it.

Think the same way your clients think. In the example of the coach, clients are not looking for a tool to give them balance. They are looking for more time, less stress, and more quality interaction with their family. There is a subtle, but significant, difference between what the coaching tool provides and what the clients say they want. The product or tool needs to offer a solution that clearly will give clients more time, less stress. In the long run, they will achieve balance, but that is not the thing they want.

Listening to clients with your heart will increase your opportunities to develop successful products. Focus on what clients actually say they want, then highlight those wants when you create and market your product.

Staying open-minded, tuning into your target market, and really listening is the heart-based approach to identifying what your clients really want.

When you’ve discovered that very thing your prospect really wants – move on to providing and delivering it to them. You’ll not only have a very happy customer, you’ll have a very healthy bank account!

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