Continuing our Marketing 101 series:
We’ve talked about the very basics of marketing, how to identify what you are offering, know how it helps people, how to make sure they know about it and knowing what to tell them. The next step in creating your marketing campaign is to make sure your marketing message is reaching the right potential customers. Get the info to the right people and you can actually help them change something in their life.
Marketing can be boiled down to this:
Know what you’re offering, how it helps people and make sure they know about it.
Let’s dig deeper into knowing who your offer is for!
Your product is NOT for everyone. Sorry. It’s just not. And your marketing is not going to be effective until you start to embrace the small niche that is interested in what you have to offer.
You need to think about questions like:
- How does your customer spend the bulk of their time?
- What kinds of things do they value?
- What is their experience with similar products/services?
- Who or what is the major factor in your customers’ decisions?
Your product might be for stay-at-home moms who need to run purchases by their husbands because they don’t feel comfortable spending money they didn’t directly earn. Your product may be for just-out-of-college professionals who have a full-time income for the first time in their lives. Your product might be for 40-something couples who are not quite at a mid-life crisis but are still looking for something exciting to shake things up.
Your marketing message can be tailored to a very specific group as in these examples. You just need to know who YOUR specific group is.
For example, now that I am moving farther into fiction-writing circles and introduce myself, I often have to give the disclaimer : “Oh, I blog for blogging crafty creative ladies. You, middle aged nerdy male writer, are not the audience so don’t even bother looking me up.” It also saves me from having to try to explain what 30 Days of Lists is, for example. Unless you are already acquainted with the idea of an online class or creative challenge, #30Lists is mind-boggling.
As Seth Godin says about figuring out who your product is for, “It’s cheaper to answer these questions than it is to spend time and money on marketing, but, alas, it usually doesn’t happen that way.”
P.S. This weekend will be the BUILD virtual retreat! You MUST be registered for the ecourse to join, but all weekend I’ll be online answering whatever questions you want. We will tailor the retreat content very specifically to the attendees.
P.P.S. The BUILD ecourse price will go up on September 1, so this is the best time to jump in if you have been thinking about it.