About The Book

How to Make a Fortune on the Internet
Ajay Ahuja

This book provides advice on making money online, encompassing techniques such as internet advertising and affiliate marketing, as well as offering tips on building a website and increasing site traffic...

Articles and Resources

Book Contents »

 

1. Introduction

2. Get An Idea

3. Register The Name And Build The Website

4. Develop Products And Services List To Sell (Optional)

5. Get Traffic

6. Mastering The Art Of Google Adwords

7. Capture Emails And Send Newsletters

8. Add Adverts

9. Sell Other People’s Stuff

10. Make Your Site Sticky: Chat, Forums, Video Messaging, Latest News And Autoresponder

11. Get Others To Sell Your Stuff

Newsletter

First Name
Surname
E-mail

Mastering The Art Of Google Adwords

 

Segregate Customers

So we have a whole load of traits - what do we do with them? We can group traits together to build up a typical customer and give them a name. This is probably the most difficult thing to do. It requires really understanding your product and picturing the type of people that would buy your product.

Let’s say I was marketing Chapters 4 and 5 about how to get traffic to your website as an eBook. I would need to know my product inside out and I would need to have an idea about my potential customers. Well I know my product and I think I know my customers. Based on my understanding of my product (being these chapters) I have come up with the following customer types for my product of ‘how to get more traffic to your website’ with their associated motives.

Customer category Typical customer Motives Explanation
Owner Business person To increase online profits This is the most clued up customer you can have. They understand income and expenditure and how they interact with each other. They will carefully evaluate what you are offering and consider what you’re offering an investment rather than a purchase.
Part owner Partner of business or sales director To increase sales This person is part of an organisation and is either a partner or director with decision-making powers. They are where they are as they are good at getting sales. This is their main focus. Cost acquisition per customer is something for the accounts department to sort out!
Part-timer Runs business alongside employment To reduce costs This person works and runs a business on the side. They don’t have the time to really analyse too much as they work. Time is the limited resource with this person. They will look for a cheap way to promote, to preserve the salary from their employment.
In the industry Owns a business in the PPC (pay per click) industry To increase knowledge level This person works in the PPC industry. It pays to keep ahead of the game. They have a thirst for knowledge about PPC. If they can get just a few tips then it’s worth it as they can transfer to this to their customers.



It took me a long time to come up with this. About a day’s thinking. But it is important that you do give this part of the exercise some real thought. Use the worksheet opposite to help you.

2 Segregate Customers (Worksheet 2)
Customer category Typical customer Motives Explanation
       
       
       
       



You can find this worksheet at: www.MassiveAndPassive.co.uk/worksheets.html.

You need to know who your customer is and why they want to buy your product. So for example if you are a retailer of video games then your customer categories and motives may be as follows.

Customer category Typical customer Motives Explanation
Adult An adult who plays video games To get the latest games at the cheapest prices An adult will want to get the best price as they are parting with the money. They will also want the latest games to be available and they may not know what game to get until they browse the site.
Parent A parent who has a child who plays video games To get the video game of their child’s choice for the cheapest price A parent will want to get the best price, for a specific game that a child has chosen.
Child A child who plays video games To get the video game and the most freebies the site is offering (and instructing their parent to use their credit card) A child may not be so focused on price, but will want to get extras on top of the purchase.



So you can see that these three customer types are very different with differing motives. We can use these differing motives to construct well targeted ads so we can capture all three types. But before we get to the ads we can further segregate the customer. Read on…

1 2 3 4 5 6 7
Know your customers Segregate customers Cater for personalities Cater for ad types Write ad Allocate search terms for each ad group Test, monitor and revise