You need to know exactly who buys what you’re selling and then communicate, advertise, and market ONLY to those people.
It’s inevitable that no matter which medium you use for your advertisements, there are going to be some percentage of people who see it or hear it who will NOT be prospects for what you’re selling. So make sure that your message is directed for and targeted only to those who are qualified prospects.
For instance, if you’re in the market for a new car, there’s a good chance you’ll see all the TV commercials, hear all the radio commercials, and see all the newspaper ads for cars. If you’re not in the market for a new car, however, chances are you won’t see or hear those exact same ads. They’re still there; you just don’t notice them. You’ll either tune them out mentally or physically change the channel or turn the page.
So what’s a car advertiser to do? Talk directly to people who are interested in buying cars instead of wasting time (getting their attention). Some advertisers feel like they need to put something catchy, cute, weird, sexy, colorful or bold in their ads to make sure that every person on earth pays attention to the ad. Then they figure if everyone’s looking, then they’ve got a better chance at selling to more people.
There’s a real trap in doing your advertising this way – a trap you need to avoid. And here it is: when you try to speak to everybody, your message gets diluted to the point where it says nothing to anybody. You can’t be all things to all people.
For example, I reviewed a direct mail postcard that a video production company wrote to sell corporate training and marketing videos. Their message was extremely confusing. They made about 4 different selling points, had 2 different offers, and 3 headlines scattered throughout this postcard.
This postcard had a little bit of something for everyone in it. From previous conversations with the owner, I knew that their main selling advantage was quality of the production and editing.
So I helped the owner and his staff analyze their situation: First, I explained that out of all the businesses on their direct mail list – about 30,000 – there were probably only about 10% or so that would even be in the market at all for corporate videos. 20% max. That’s maybe 5,000 companies.
So first, the owner had to get the idea out of his head that everyone was in his market. It’s not true. Next, I showed him that out of those 10 to 20%, they were all on different levels of readiness to buy. Some qualified prospects may not even realize that video is an option for them at this point. Some may have investigated it and found it to be too expensive. Some may have only thought about it. Some may be making videos now or have made some in the past with another production company. Some of those may be perfectly satisfied and some may be ready to find a new company to produce their video. There are a lot of different situations.
But you can’t try to sell to all of them at once! You’ve got to make your message focused, like a laser beam, in order to effectively reach YOUR real target market.
Final thoughts, first identify what you’re selling and who will buy it and then ONLY talk to those people. People who aren’t within that target will not buy regardless of what you say. To this end, it’s imperative that you don’t waste your precious dollars making general statements that get attention but don’t sell. Pinpoint your message. Pick out your prospects. Talk to them individually and you will see great results.
If you have questions on defining your target market, call our office today at 435-574-2145.