There was a popular Smirnoff Ice commercial from the 90s that, despite being just a silly ad, teaches a valuable lesson about marketing. In the commercial, two men overhear a popular guy in the VIP section talking about his friend, "Sergio." They want to join the VIP group, so they pretend to know Sergio too, even though they don’t. To convince the man, they describe Sergio in vague and contradictory ways, like saying he has "lightish-darkish hair" and is "short to tall in height." This works in the commercial, and they manage to join the VIP group.
While the commercial is funny, the lesson for e-commerce is serious. Unlike in the commercial, vague descriptions and gimmicks don’t work in the real world. If you want to succeed, you must create a hyper-specific profile of your target customer and focus on delivering tremendous value to them. Here’s how:
1. Be Specific About Your Target Customer
If you only have a vague idea of who your target customer is, your marketing efforts will fail. Customers don't make purchases based on general features or appearances; they buy solutions that meet their specific needs. Describe your product or service in terms that resonate with them.
2. Meet with Your Potential Customers Regularly
To truly understand your audience, you should be meeting with potential customers often. Pro tip: don’t just ask for their opinion—ask them to buy. This approach reveals whether your product or service genuinely meets their needs.
3. Avoid Gimmicks and Subterfuge
Too often, e-commerce businesses focus on appearance, trying to look like bigger, more established companies rather than delivering genuine value. Subterfuge might work in a commercial, but in reality, customers see through it. Focus instead on authenticity and building trust.
4. Prioritize Customer Value Over Appearance
Rather than wasting time on superficial elements, dedicate your energy to serving your customers. The steps that enable companies to grow are rooted in providing outstanding value, not in trying to look like something you’re not.
Lessons Learned from the Commercial:
- Be ruthless in defining your target customer.
- Focus your energy on delivering value to this customer.
- If what you are doing does not bring value to your customer, stop doing it.
If you’re interested in starting or growing your e-commerce business, reach out to experts who know how to set up the technical aspects and help you succeed.
