I want you to think about this for a minute. In today’s oversaturated marketing world, you only have a few seconds to grab your prospect’s attention – let alone convince them to stick around for a minute and listen to the rest of what you’d like to say. So essentially, your marketing better be good or else you may be just throwing money into the wind. I hate to put it so harshly, but that’s the cold reality. And if you’re a small business, you probably can’t afford to waste any resources let alone money on ineffective marketing. So essentially whatever marketing you do do, has to bring results – it has to have an edge.
For starters, you may want to get a clear understanding of both the demographics and psychographics of your target market. Demographic data such as income, age, and gender as well as psychographic data like values, attitudes, and lifestyles provide clarity and empower you to make better marketing decisions. These also play a very vital role in this simple yet effective marketing methodology that I’m going to share with you right now. Here goes, it’s simply: Deliver the ‘Right Message’, at the ‘Right Time’, to the ‘Right Audience’, using the ‘Right Medium’. Let’s go ahead and break it down.
Constructing effective marketing copy is a science among itself and too lengthy a discussion to have here in this conversation so I won’t go there right now. Just know that it’s a critical element to getting your message right and unless you have some education and experience in this area, it’s probably in your best interest to bring in an expert to help you. Regardless though, whether you are outsourcing your marketing or doing it yourself, make sure all your marketing materials can stand up to the ‘WIIFM’ or ‘What’s In It For Me’ test – where ‘Me’ stands for your ideal prospect in your target market.
Now this test or rule of thumb goes for all of your marketing materials, whether online or offline, from your web site all the way to your business card, it must be all about ‘Me’, your ideal prospect, not you. I hate to be the one to tell you this but frankly, your prospect doesn’t care that much about you. They only care about what you can do for them. That’s harsh, I know, but once again that’s the cold reality.
Now unless your product or service is seasonal, such as landscaping or holiday decorations, getting the timing right may be quite challenging. People tend to buy when the timing is right for them, not necessarily when we want them to buy. And sometimes there doesn’t seem to be any rhyme or reason to why they buy when the do.
So getting to know our ideal target market’s buying patterns as best as possible can be very helpful – hence psychographics and demographics. The easiest way to do this is probably just to ask a cross section of your target market until some buying patterns start to emerge. Find out what they want and when they want it. And yes we as marketers can attempt to persuade our target market that now is that right time to buy, however we can’t physically make them do anything they don’t want to do. So giving them what they want, when and how they want it as opposed to manipulating and forcing it upon them is marketing at its best, with integrity.
Can you clearly see a model of your ideal prospect in your mind’s eye? What do they look like? Where do they hang out? Are they hungry for and can afford what you’re offering? What problems does your product or service solve for them? Ask yourself these questions and more until you have clearly defined your ideal prospect from your target market.