David made an interesting comment on my post about hyper-responsive pay per click marketing yesterday:
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Isn’t the *Hyper-Responsive Consumer* that you are describing the most informed buyer in our market? We could call him our most educated buyer couldn’t we?
So how about this approach to what you are saying in 2 videos: ‘The way to increase your entire campaign performance is to design your marketing around the buying triggers of the smartest buyers.”
Identifying and exploiting buyer’s emotions or reasons are SIMPLE marketing fundamentals. So why the convoluted explanation of smart buyers?’
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So here’s the reason.
I’m not just talking about the smartest buyers in your market. In fact, often the smartest buyers are the least responsive, most price sensitive, and hardest to deal with.
I’m talking about a very specific type of customer who is UNDYINGLY PASSIONATE about the products in your market, who’s CONSUMPTION APPETITE FAR EXCEEDS YOUR ABILITY TO PRODUCE, and who is emotionally invested in the solutions your market has to offer as an essential part of their sense of self.
So while all hyper-responsive customers may be smart shoppers, all smart shoppers are definitely NOT hyper-responsive customers.
In fairness to David, I haven’t had time to illustrate how to identify these customers yet, nor have I shown you specific examples of how they behave in surveys, blogs, discussion forums, purchase records, etc … so I understand the confusion.
There’s MUCH more to come!
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I think a perfect example of a Hyper Responsive Consumer would be Wannabe Mixed Martial Artists. They will buy everything in the market, and then ask for more.
What I mean is: There’s so many guys that want to be (or appear) “tough,” so they will LITERALLY purchase every piece of equipment they can, thinking it will help them train more efficiently (much like Bruce Lee did), and they will even ask the Supplier (TitleMMA.com, for example) for MORE equipment that they may have seen in one of their Videos they purchased.
They want it all, and they will buy it at an alarming rate.
Unlike an Actual MMA fighter, these guys go overboard and spend every penny they have “just to own it.” As soon as something hits the shelves, they own it… they’ll pre-order products months in advance.
A real MMA fighter gets sponsored by companies, and they’ve been fighting for years, so they know which products help them and which does not. They’re more “in tune” with the products, as well as the Merchants.
Whereas a wannabe does not care. They’ll buy anything and everything. It’s like an addiction.
These guys are truly Hyper Responsive Consumers.