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"You Are Not Your Customer" - How many times have you heard it? And even so...

by Peter Bestel
19 replies
I don't believe it!

I've lost count how many times I've said it to my clients or friends looking to start businesses and folk on this forum, and yet haven't I just gone and done this exact same thing!

I was being a smart ass. I 'knew' my marketplace and I second-guessed them - and I'm totally wrong.

Note to self: PETER, YOU ARE NOT YOUR CUSTOMER!

Here's what I did.

My wife is a hypnotherapist and an ex-smoker. She combined her qualifications and experience and developed a quit smoking product.

(But don't worry, I'm not pushing the product here, no links to be found anywhere on this forum.)

Now, I've never smoked in my life, but for some unknown reason I figured that would-be ex-smokers would love an online calculator to see how much they'd save once they quit. Afterall, who isn't motivated by saving money, right?

Wrong!

Turns out, and this was once more confirmed by a thread in the off topic forum, that saving money isn't a big motivator at all. It was mildly interesting but nothing more.

It's no biggie. I've not lost any money other than what I attribute to an hour or so of my time. But it's a great reminder to not mind read your market and to interact with them more before embarking on any hairbrain schemes that may be totally wide of the mark.


Peter
#heard #times #you are not your customer
  • Profile picture of the author MarkFreeman
    Good advice.

    It is easy to get lost in your own thinking and processes and forget who the person is at the other end of the internet who is a complete person and not just a number on your google analytics.

    I need to make a sign that says "You are not your customer" maybe to remind me hehe.

    Cheers!
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  • Profile picture of the author bobcath
    Peter, 100% agree. I've been down that road too. Its a hard lesson to learn, you invest goodness knows how much energy, time, and rexource into something just because you've got a hunch. I always check out my 'hunches' now.

    Your smoking example is a good one, who are we to second guess what motivates smokers, or anyone for that matter. As marketers we have a duty to ourselves to at least try, but not confuse 'blind assumptions' with well researched activity!

    Bobby
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    • Profile picture of the author JohnMcCabe
      Peter, here's another case for your file...

      A few years ago, my wife and I went on a cruise around the Hawaiian islands. It was our first cruise, and we spent hours combing the Internet looking for bits of information. For the most part, the trip was a huge success, but there were a few things we wish we had known before we went. We just didn't think to look for them.

      On returning, I thought to myself "self, if you put those hours of research into an ebook for other first time cruisers, maybe you can pay for some of those MaiTais you sucked down..."

      Wrote up the ebook, collected some bonuses, set everything up -- and ended up with a complete flop. Later, I found out that other first-timers derived a great deal of pleasure from ferreting out the various bits of information, just as we had.

      Sadder but wiser, I pulled the project off the market and filed under 'back burner'...
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      • Profile picture of the author ryanvroman
        Originally Posted by JohnMcCabe View Post

        Peter, here's another case for your file...

        A few years ago, my wife and I went on a cruise around the Hawaiian islands. It was our first cruise, and we spent hours combing the Internet looking for bits of information. For the most part, the trip was a huge success, but there were a few things we wish we had known before we went. We just didn't think to look for them.

        On returning, I thought to myself "self, if you put those hours of research into an ebook for other first time cruisers, maybe you can pay for some of those MaiTais you sucked down..."

        Wrote up the ebook, collected some bonuses, set everything up -- and ended up with a complete flop. Later, I found out that other first-timers derived a great deal of pleasure from ferreting out the various bits of information, just as we had.

        Sadder but wiser, I pulled the project off the market and filed under 'back burner'...

        I would have bought that one! I've been in that same position on cruises.
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        • Profile picture of the author JohnMcCabe
          Originally Posted by ryanvroman View Post

          I would have bought that one! I've been in that same position on cruises.
          At the risk of being promotional, I still have the ebook. Make me an offer...:p
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  • Profile picture of the author Andi Putra
    That's interesting. My friend quit smoking not because of money reason as well. If I can recall correctly, it's because one girl rejected him, telling him that he smells like tobacco and ask him to f**k off.

    LESSON: Never theorize. Never assume. TEST and ASK your market for what they want.
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  • Profile picture of the author Kevin AKA Hubcap
    Peter,

    Maybe you could have positioned it differently. Compare the amount of money saved to something they really want like payments for a new motorcycle or piece of jewelry etc.

    Push the health aspect as primary and buying something you really want with the money that would have been spent on cigs as secondary.

    Kevin
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  • Profile picture of the author RentItNow
    The book, "The Must Have Customer" goes into detail about this subject specifically telling you to never survey internal employees why their customers buy from them -- always get it straight from your target audience.

    Good thread.

    John, are you saying couples bonded more while researching their vacation instead of reading it all in one spot? If so, very interesting observation. How did you determine this? Survey?
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    • Profile picture of the author JohnMcCabe
      Originally Posted by RentItNow View Post

      The book, "The Must Have Customer" goes into detail about this subject specifically telling you to never survey internal employees why their customers buy from them -- always get it straight from your target audience.

      Good thread.

      John, are you saying couples bonded more while researching their vacation instead of reading it all in one spot? If so, very interesting observation. How did you determine this? Survey?
      I did some radical research, using a little-used method -- I talked to people on a cruise, especially first-timers.

      I'm not saying couples bonded more. I'm saying that the whole planning process is part of the experience, and finding the hidden gems and the details is part of the anticipation.

      They didn't want my cruise experience, they wanted theirs. And that included doing the research.

      The folks who wanted everything in one place mostly said they went to travel agents or bought a tour book like Fodor's.
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  • Profile picture of the author R Hagel
    Excellent reminder!

    And as John showed with his example, sometimes even when we're a PART of the target market (or at least we think we are), we still have to remember we're not our customers.

    ***

    John, I love that example. So I'm thinking your next step is to set up about 10,000 related sites so that people can ferret out their our information? LOL

    Cheers,
    Becky
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  • Profile picture of the author Peter Bestel
    It's comforting to know I'm not alone!
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    • Profile picture of the author admin
      Administrator
      Originally Posted by Peter Bestel View Post

      It's comforting to know I'm not alone!

      I wouldn't get too comfortable with it Peter :-)

      I've made millions believing and acting on the exact opposite.

      I AM My Customer - because I don't fool with things I don't know about and am not "deeply" involved in.

      There is one particular area where I know everything there is to know about my prospects simply because I am exactly like them. I know what they want, I know what they are sick and tired of, I know exactly what thoughts and points will 'turn them on' so to speak.

      Many people quote the "You Are Not Your Customer" statement, but I've never looked at it that way and it's never hurt me in the slightest.

      Because I stick to only areas I love I can create exactly what "I'm" looking for and because of that have an almost 99% guarantee of success with the product.

      Other people don't agree, but I'm happy to keep doing what I've been doing..

      Allen
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      • Profile picture of the author sylviad
        Originally Posted by admin View Post

        I wouldn't get too comfortable with it Peter :-)

        I've made millions believing and acting on the exact opposite.

        I AM My Customer - because I don't fool with things I don't know about and am not "deeply" involved in.

        There is one particular area where I know everything there is to know about my prospects simply because I am exactly like them. I know what they want, I know what they are sick and tired of, I know exactly what thoughts and points will 'turn them on' so to speak.

        Many people quote the "You Are Not Your Customer" statement, but I've never looked at it that way and it's never hurt me in the slightest.

        Because I stick to only areas I love I can create exactly what "I'm" looking for and because of that have an almost 99% guarantee of success with the product.

        Other people don't agree, but I'm happy to keep doing what I've been doing..

        Allen
        It must be fantastic to have such an excellent grasp of your product and your market and to be able to effectively hit all the right buttons.

        How, exactly, do you do that?

        Despite "being" the customer myself, I haven't managed to achieve such perfection.

        Sylvia
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  • Profile picture of the author Anonymous Affiliate
    Originally Posted by Peter Bestel View Post

    Now, I've never smoked in my life, but for some unknown reason I figured that would-be ex-smokers would love an online calculator to see how much they'd save once they quit. Afterall, who isn't motivated by saving money, right?

    Wrong!
    I think you're contradicting yourself Peter. You were not "your customer" as you were not a smoker. I'm a smoker and can tell you that I dont care about those few bucks I pay to my cigarettes every day - money wouldn't be a reason to quit for me.

    I actually believe that, if you're deeply involved in your market, you probably have a pretty solid idea of what your customers are after and what product/offer could sell well.
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    • Profile picture of the author sylviad
      Even if you think you know your customer, you don't.

      I quit smoking... because I wanted to be fit. I no longer wanted to become fearful every time I took a drag.

      Being fit is not a biggie with a lot of people. Some people quit because of how devastated their families will be if the smoker gets sick and dies. Yet other people quit because they are afraid of getting cancer.

      One thing I do know for sure... they have to REALLY WANT to quit, more than anything else in the world, and it has to come from within.

      It's not easy to know what will appeal to your customers.

      I thought I knew what anxiety-sufferers would want, because I was one for many years. Yet, it's becoming clear that many of them are skeptical of everything which makes them doubt any product. I even put together a small report that I offer for free, but no one wants it. Go figure.

      Sylvia
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  • Profile picture of the author marcwhite
    Hi Peter - great reminder...for all of us...I must also remember not to fall in romantic love with the product if the customer is not in love with (or curious about) it themselves. thx for the heads up....
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  • Profile picture of the author Peter Bestel
    Allen

    I can't argue with your experience and when you think about it for a moment there are plenty of people at the top of their game who are totally in tune with their market because, as you say, they ARE their customers.

    Maybe the phrase should be slightly watered down:

    You're not NECESSARILY your customer

    The thing is Allen, you must be confident that you are fully in-tune with your customers and that when change happens in your marketplace, you're changing with the market.

    It must require full immersion and I congratulate you for managing to stay so in touch but I'd also suggest that it's not such a good model to follow for a lot of folk who are in niches that they most definitely aren't their customer.

    Whether you choose to follow the axiom "You are not your customer" or not, it still holds true that you shouldn't second-guess your market. If in doubt you could, and should be able to, ask them.


    Peter
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    • Profile picture of the author lakshaybehl
      Originally Posted by Peter Bestel View Post

      Allen

      I can't argue with your experience and when you think about it for a moment there are plenty of people at the top of their game who are totally in tune with their market because, as you say, they ARE their customers.

      Maybe the phrase should be slightly watered down:

      You're not NECESSARILY your customer

      The thing is Allen, you must be confident that you are fully in-tune with your customers and that when change happens in your marketplace, you're changing with the market.

      It must require full immersion and I congratulate you for managing to stay so in touch but I'd also suggest that it's not such a good model to follow for a lot of folk who are in niches that they most definitely aren't their customer.

      Whether you choose to follow the axiom "You are not your customer" or not, it still holds true that you shouldn't second-guess your market. If in doubt you could, and should be able to, ask them.


      Peter
      Peter, the big question is... Why not simply become a powerful authority in niches that you are deeply involved with?

      Allen... you're the man!

      -Lakshay

      P.S. Not trying to flatter you here Allen but you know you are one of the best sources of inspiration for my creativity in business online.
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