Finding a way to connect with customers who want your products and are “ready to buy” can present major problems for business owners, both large and small. How do you communicate with the customers who are most likely to choose your product as their best solution? How do you zero in on the ones who are ready to buy what you sell?
It could be the newest shade of red lipstick, or the most efficient yet quiet dishwasher. These are two very different products for two very different customers. Each one has a different set of needs and a different frame of reference about what’s important.
The problem is that very few businesses take the time to differentiate their market from everyone else’s. They also don’t bother to identify what differentiates their products from their competitors, and to make sure that their Message-to-market offers something unique that stands out in the market place. Instead, most marketing campaigns end up sounding just like all the other sheep in the herd. Baaaaa!
The purpose of effective marketing is to attract potential buyers who fit a specific customer profile for a given product, (Got that?) and then show them why this product is unique, valuable, and the best solution for them to buy. Effective marketing does each of these three things.
Use these three action steps to make it happen.
1. Zero in on which customers buy your specific product(s) and why.
2. Identify what is unique about these customers and how their profile makes them the best candidates for your particular product or service.
3. Create marketing (ads, articles, pamphlets, blog posts, events) that relate to the concerns of these specific people. For instance, red lipstick is not for everyone, but it looks great with a classic black dress on a romantic evening out.
So how would that translate into an ad that’s specific, unique, and sounds like a great solution for a romantic-minded, classic woman who wants to look her best on a special night?
“Red is the Color of My True Love’s Lips… Invite romance into your life. We have the perfect shade of red to compliment that little black dress for your night out on Valentine’s Day.”
Do you see how this would catch the attention of a likely customer and make her think, “Yes, that’s exactly what I need.” There are plenty of ways to collect information to reveal the deepest desires and needs of your customers, but even without market analysis you can write a very targeted ad that addresses specific needs and offers a genuine solution – like the right shade of red lipstick.
The more specific you are the easier it is to amp up your volume and get heard over the general hubbub of marketing that fails to speak in a specific, targeted, and helpful way. So don’t waste time trying to shout over the herd. Step away, take aim, get specific and get heard by the way you convey your message.
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