My partner, Roy H. Williams says, “I’ve never seen an advertiser fail due to reaching the wrong people, but I have seen hundreds fail due to irrelevant, uninteresting messages.”
Tom Wanek, here, and you’re watching Wizard Marketing TV, where business owners learn persuasive tools and techniques to spark miraculous growth.
Keep watching, and I’ll explain why it’s a mistake to overemphasize demographic targeting, and what to do instead. I’ll see YOU on the inside.
Most advertisers attempt to target demographically when selecting media. In other words, they attempt to reach the ‘right customer.’
So who IS your perfect customer? Close you eyes for a moment. Picture this person in you mind. Do you have a clear mental image of your perfect customer?
Okay, ready? Now open your eyes.
If you’re a furniture retailer … is it people who sit on furniture?
If you’re a jeweler … is it people who get married?
If you own a restaurant … is it people who eat?
I don’t mean to be flip here, but think about how utterly … utterly ridiculous this is … think about how much time and energy is wasted trying to find the ‘right customer’ instead of saying the right thing.
What’s more, media salespeople will try and convince you that their audience is a perfect match for your business. Amazing, right?
I’m guessing you’ve heard this pitch before. Well, salespeople do this because it gives them the leverage to convince you that you need to reach their audience.
Let me say this plainly: Forget about your customer’s age, sex, or income bracket. Finding the right message trumps finding the right customer. In fact, your success is directly related to crafting a message that is both relevant and credible.
Crawl into your customer’s skin. Walk in their shoes. See the world through their eyes, and ask:
What’s being offered?
How will it help me? Does this even matter to me?
And do I believe what this person is telling me?
Your message had better answer these questions, because that’s what your customers want to know.
Relevancy and credibility. Engrave those two words in your heart if you want to persuade customers to choose you.
And remember: target the ‘right customer’ through your ad copy—not your media selection. Reach as many people as your budget will allow with enough repetition. Choose colorful words, phrases and points-of-view that’ll resonate with them.
Make a compelling offer. Say the right thing. Do this and you’ll be amazed at how many different people magically become the ‘right customer’ for you. Heck, even if don’t reach the right customer—they’ll pass your message on to someone who is.
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