When you ask most “marketing experts” to define the basics, you’re likely to get some variation of the following:
- Define the target markets.
- Know where they are online.
- Define your offer.
- Get them to know, trust, and like you.
- Measure results.
While this method has worked for years, it’s arrangement is pretty old school.
Defining target markets is a mindset that encourages you to look at a group of people, point, and say:
“You. You are my target market, and I’m going to market this product to you, and you’ll like it, because I defined you as my target market.”
Here’s just a sample of the conversations Marketers are having with their target markets every day-
With Married Women:
“Hey, you’re a married woman, with kids. That must mean you’re into cleaning supplies, right?”
“Your life sucks and is boring and lonely when you’ve got no one. Meet this totally hot girl out of your league. Don’t die alone, find singles in your area NOW!”
Men in relationships:
“Buy her a ring. Do it. Get engaged. Seriously. Do it already. Yeah you had a fight last night, but she’ll love diamonds and that’ll shut her up. Do it. Get married!”
People in online marketing: (this one is real)
“10,000 DoFollow URLs/mo! We give you up to 10K backlink prospects from true authority sites with solid PR – which means you can rank for practically anything!”
Do you see why this is impersonal?
Not to mention lazy.
By defining target markets, as a marketer you are not listening to the market’s needs and wants first.
How do you truly know if your offer will be useful? What else do you know about your target markets?
Most importantly, do you know how other industries are successfully appealing to them?
See people buy stuff basically for two reasons; They need it (or think they need it) to solve a problem, or they’re trying to enhance or add on to their lifestyle.
Take the time to learn in detail about specific groups within your target markets. Learn what other marketing messages stand out to them, and adopt elements of those campaigns so that you can also make as dramatic of an impact.
Reordering the Basics:
Let’s take the same basic principals from the beginning, but re-order (and re-word) them just ever so slightly. Assuming you’ve been listening to your target markets, Let’s see if some minor tweaks make a difference.
- Know your offer and what makes it attractive.
- Know where people are who can use it.
- Attract people who could benefit from your offer.
- Make offer.
- Measure results.
Do you see how this makes a difference?
All groups of people have similar needs, if you’re listening intently enough, those needs will reveal themselves.
If that group doesn’t need what you have to offer, find a new group.
If they do, when you make the offer, make it in a language that will strongly resonate with them. You’ll make a lasting and dramatic impact on their lives. Measure the results.
Keep building relationships, and you’ll find yourself in new groups filling the same need.
Don’t define your target markets and blast messaging at them, let them define to you what messaging will resonate and adapt accordingly.