I believe it’s safe to say that we all have our circle of influence — extending from those who know, like, and trust us all the way down to those who although barely know us, can still be influenced.
Now some of our circle of influence may overlap our target market. Our goal in marketing is to continually increase our circle of influence within our target market — to create top-of-mind target market awareness so to speak. This way when anyone in our target market wants or needs what we do, they think of us first.
So let me ask you 3 very important questions. First… How vast is your circle of influence within your target market? Second… How are you showing up for them? And third… How do you want to show up?
Follow me here for a minute… let’s play a little game. I’m going to name an occupation, a specific skill, or a trait and I want you to name the first 3 people that come to mind for you… here goes.
- Self Help Authors… name 3 that come to mind… got it? Great!
- People who are fun to be around
- Great Thinkers in History
- Baseball Players
- Savvy Networkers
- Captivating Speakers
- Real Estate Agents
Now I want you to use this same exercise for your industry. Who are the first 3 people that come to mind for you? So in other words if you are an insurance agent, who are the first 3 people that come to mind for you in the insurance business?
Let me show you what I mean by me doing the same for my industry, marketing. Who are the first 3 people that come to mind for me? 1. Jay Abraham, 2. Dan Kennedy, and 3. Alex Mandossian. These names rolled right off my tongue.
So why do you think is this so? Why do you think these people have top-of-mind awareness with us? Well I’ll tell you… I can sum it up in one word… “Marketing”. It is effective marketing that makes these people known and “sticky”.
They’re somehow creating a buzz with their target market, regardless if they’re really worthy or not, by either their actions or their words — in a nutshell, whether by accident or on purpose, that’s great marketing.
Let’s face it, and this may sting a little bit, in business you can be the greatest at what you do, however if no one knows about you, how great are you really… think about that.
So in closing, I have a little homework assignment for you. I’d like you to analyze your answers for the 3 people who had top-of-mind awareness for you in your industry. Why was this so? What were they doing to directly and/or indirectly cause this to happen?
Then I’d like you to reach out to several people in your target market and start asking who has top-of-mind awareness for them when they think about what you do — and then probe to find out why. This is powerful stuff — it can give you real insight and clarity into what’s working for others who do what you do.
On a broader scale, my point is to learn from and capitalize on the actions of those who already have top-of-mind awareness for whatever you want to be known for in your target market.
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