Target, Offer … and then COPY …
OK, so I've now seen just one too many companies BURN UP their advertising money ...
Let's be clear, advertising has only one job, to get SALES, money in the bank, thus MARKETING is MATH ...
Good sales and profits from an advert, good advert ... the whole winning awards with your advert rubbish is exactly that, rubbish. Awards only count if they are for sales. Yes you want a brand image, but not at the expense of sales ...
So, #1 on your list is the target audience. ask yourself these two questions ... WHO specifically is my target audience for this marketing campaign? And you better be specific, it could even be a single company or person ... Then ask, WHERE will I find them in the highest concentration? Rarely is that reading a newspaper, it's usually on a database, online, as members of a club, as clients of another company and so on.
Then #2 is the offer you make to them, you have to test several offers, NOT just pick one that's easy for you. Ask yourself these two questions again. WHAT do they want to buy or achieve through my product or service? Too many companies focus on the product or service not the end result. Then, WHY do they want or need my product or service. Here, you're looking for benefits to them, real benefits, come up with at least 7 great ones ...
Finally #3 the Copy - ask yourself, HOW can I best get my message to them? Could be a letter, an event, a call, an email a website a personal visit, a package or maybe an advert ...
All the Best ... Brad Sugars
Brad,
When I targeted my marketing then I didn’t have to “sell” – my prospects simply wanted to buy from me..
Sniper approach as opposed to a Machine gun approach – much better hit rate or as we say in sales – Conversion Rate..
Great way to achieve leverage in Marketing. Famously – 80% of Marketing doesn’t work – we just don’t know which 80%.. Only if 80% of Marketing isn’t Targeted…
Dutch
Yes I agree – targeting the message is key. So many business owners start out loving what they do but not targeting their message and solution to a specific audience. Even though the solutioni a business provides is applicable to a broad audience, the ONLY way for a small business or solopreneur to be successful is to narrow that message and speak directly to a very specific audience. The small business owner actually has the luxury of picking the audience that they LOVE to work with because they don’t need to have thousands of customers, usually they can be wildly successful with hundreds.