NEWS FLASH: Your buyers don’t care about you, your company, or your products! They only care about what’s in it for them!
I believe this is one of the most frequent statements we make on our blogs, in our articles, our seminars, workshops and conversation. We say it because it is absolutely true and if you would like your company to remain viable, I recommend you operate your business to be consistent with the truthfulness of that statement.
Would you rather deal with the consequences related to not knowing this fact? I know I wouldn't.
But how does this tie-in to Amazon.com?
We all know authors spend thousands of hours getting to know the people for whom they are writing. They at write books at a level their target can understand and is compelled to consume. They spend a tremendous amount of time researching the most compelling topics their target market are interested in. Most of the time topics are centered around a problem their target market is looking to solve. Some of these problems about are right in line with the product or service you offer to your buyers every single day!
You could save yourself hundreds of hours by leveraging the time and effort the authors have invested in understanding what is most important to your buyers. Just visit Amazon.com and search with a keyword that is directly related to one of your most profitable buyer personas. The search should provide you with a list of several books written on that particular topic. Once you have this list, look at the summary and chapter titles of each book.
As you go through the list of books you will notice similarities. The more frequently you see the same topics popping up, the more likely it is a prominent problem your buyers are looking to solve. Identify the most prevalent problems related to solutions your product or services can provide and utilize this information to develop strategies to reach your buyers. Provide content that highlights how your company can solve this exact problem.
Amazon.com can also be used as a source to read the feelings of your buyers and determine the most important piece of information they gleaned from the book, by reading user generated book reviews. This information can also help you figure out how your buyers refer to the products or services you offer. You’ll quickly notice they don’t use the same industry jargon and gobbeldy gook you use when you’re talking to other people in your company. Learning from this can help you speak the same language your buyers speak, and help them come to the conclusion that you truly know them and what they are looking for.
