This article is written by Brian Malika, a Contributor Author at Startup Istanbul.
Most of the time, a product or service can be of high quality and affordable pricing in themarket but still not
appeal to buyers that much when compared to a competing product that is of lower quality or
maybe bit expensive.
What is on the consumer’s mind?
The easiest way to master the consumer’s mind is to understand that all human beings like
to be attractive to others in a way of this other.
This longing to feel attracted to people that are viewed as dear does affect the
customer decisions to buy a good or service, and sometimes quality or pricing is never an
Well, you might agree and say that the fashion of the day does influence customers’ decision to
buy, but again, think of it this way; there is no way the target customer for your business is
going to spend a dime on a new trending product or service if their loved ones think such a
product is not fancy.
Customers buy things so that they can please or emulate the people they value or love.
So, the clue to understanding the mind of a target customer is to find out who are their loved
ones or the people they value. And according to research, 80 percent of all phones calls
usually revolve just around 5 people.
The above findings imply that these 5 people around your target customer are the people
you should be influencing to speak positively about your product so as to attract the attention
and interest of your target customers.
The way to understand and influence the mind of your target customer is to get
closer to the dear people around them. Whom I would refer to as the influentials. And who
are they? Well, they are different and vary, based on the environment.
Again, these influential people vary based on the environment and also the type of product
or service being promoted. All in all, we have the following main types of influential people
that determine why target customers settle for brands. And they include :
• Close Family members
• Experts on the type of product or service being promoted
• Public figures like celebrities