Why Your Marketing Attracts Price Shoppers—and How to Change That

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Transcript

Can you turn a price shopper into a buyer who's willing to pay your price? The answer is yes but to understand how, you first need to know the 3 main types of price shoppers. First, you have the Lowest-price buyers and deal seekers.

Second, are people with a limited budget. They may be willing to pay more for quality work as long as its still within their budget—but when everything else seems equal, they shop on price. And third are people comparing price with value.

They wanna know whether your price is fair for what they're getting. This is the group you wanna focus on. And lucky us, they're typically the biggest segment of the 3.

But, even with them, when everything else seems equal, they'll shop on price. They see no reason to pay more. So if you're getting too many of these price shoppers, it usually means your marketing sounds like your competitors.

You all sound similar. So you need to differentiate yourself. And here's how you do it.

When you take a closer look at the whole pool of customers that need your service, you'll find that this one big pool is made up of smaller groups of customers, each with their own concerns, needs, and wants. So first, you need to identify these groups of customers in your local area that need your product or service. We typically find 15 to 25 different groups in one local area for a specific service, each with different concerns, needs, and wants.

Then pick the one or 2 groups on that list that you believe would be the most profitable for you. And find out what's most important to each group when considering that product or service. We have our own tools to do our research and the insights we gain tell us what to focus on in our marketing.

While competitors create ads trying to appeal to everyone and end up sounding the same, we create a series of ads speaking specifically to those one or two groups. As an example, take a family living in the suburbs with very young children and a broken garage door. What do you think matters to them?

They need fast service so they can drive their kids to school and then go to work. But they also want that door operating safely around young children. And some of them may be concerned about who's coming to fix it?

They're wondering if they're good people. While competitors focus on the same few benefits, we built marketing around this group's specific concerns. For example, we'll have an ad about Same-Day Repairs, another about making it Safe for Little Hands.

Another could be about having Respectful, Safety-Focused Technicians. We'll create a series of these ads, each addressing a specific concern. Then we expand to the other groups and we do the same for them.

While competitors show similar ads, our ads feel like they're custom made for them—which in a way they are. This may seem like a lot of work. It used to be before AI.

And it's a lot less work and less expensive than spinning your wheels for months trying marketing that doesn't deliver the result you need.