Product but No Customers? 3 Tips to turn your business around

Product but no customers? Determine your ideal customersWhat if you already have a product but no customers?


This “dilemma” is where most new businesses find themselves.  So how do you market the product to attract customers?

Well, lets think for a moment about the product itself. Who would want to buy your product? Who is it aimed at?

Try to narrow it down to an individual buyer. Who is that person? What do they like? How do they talk? What would they want to know about your product?

Online marketers call this an “AVATAR” of your ideal customer.  Once you have identified this Avatar any marketing material you come up with has to have that Avatar in mind, and written for that one Avatar.

Write your material as if you are writing to that individual person. Make it feel personal to them.


Ideal Customer Avatar – Example 1

Lets look at an example: say you’ve created the “Ultimate Finger Exercises to improve your lead guitar Soloing speed by 50%.”

And in your marketing material you say, “So you can really shred like Eddie Van Halen.”

Who is your target buyer for this product? Its not a beginner – you need to know chords before you worry about soloing – its for more advanced players that already have the basics and want to really improve that one skill.

And what about the comment about Eddie Van Halen? I like Eddie, but does your target market still talk about Eddie? Aspire to be like Eddie? Or are there newer players or different players that your target market looks up to ?

And what style of music does your product pertain to most? Is it country music (like chicken-pickin’) or is it heavy metal?

These distinctions are very important.  How many other ways can you segment the guitar-playing market to zoom in on your ideal customer?

You have to have your target customer (aka Avatar) in mind when you market your product.

The distinctions are very important.


You want to speak in a way, and about things, that your target customer does.


Ideal Customer Avatar – Example 2

Lets think about another example where the Ideal Customer is kept in mind.

You own an outdoor sports store. You carry hunting, fishing, outdoor and camping supplies.  The products themselves are usually designed and tailored to meet the needs of a certain user.  There are advanced compound bows for experienced archers, and there are basic, introductory bows for beginners.

There are lightweight single person tents for extreme backcountry campers, and then there are the behemoth family tents for gentler excursions.

Does your store try to be everything to everybody?   Or do you narrow down and tailor to a certain target customer?

The marketing materials for the products is aimed at the customer who is most likely to buy that product.  The lightweight tent will be aimed at the fit, single man or women, probably in their the mid-20’s who is looking for adventure and needs a tent to shelter them on their voyages.

The marketing material for the behemoth canvas tents will likely be aimed at families of 4 or 5, in the middle to upper income bracket who are looking to escape the urban rat race for a weekend but don’t want to ditch all the amenities of home.


So with your marketing material do NOT aim to please everyone.  Keep your ideal customer in mind.


If you try to be everything to everybody you end up like warm tea…neither hot nor iced…and nobody wants warm tea.



Tips to help your business now


TIP #1 – Define your ideal customer

  • Who are they? What do they like? What format do they buy items online?
  •  Most important: what problems do they have that your product solves?




TIP #2 – Learn how  your ideal customer speaks about the topic or product you are offering (research)

  • These are the “keywords” that you will use in your blog posts and other content
    • Its how your ideal customer will find your product by searching (they call this “organic search results”)
  • Check out Facebook groups or forums and see how your potential customers speak…learn from them



TIP #3 –  Build trust to break down the “barriers to buy” for your ideal customer 

  • Create content that your ideal customer finds valuable
  • Connect with them on a person level to show that you’ve done your homework (TIPS #1 and #2) and that you relate to them.  Then they’ll trust that your product and they’ll trust you.




I hope this helps with your business – either virtual or real world businesses.


I know its something that I have to look at closer with my existing online business, because unfortunately I didn’t identify an Avatar before making the product or for the first six years of my website.


If you have any tips or advice from your own experience please let me know. Leave a comment below.  I always want to learn more.





Product but no customers - 3 tips to help you now

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