Yesterday’s post talked about a dumb marketing mistake. Today’s post will turn around and focus on the three building blocks of a successful marketing campaign.
Every campaign and every business is different.
However, every successful marketing strategy has these basic ideas in common, no matter what your business, who your audience is, or what you are trying to sell.
First, you must know who your audience is. The more detail you have (in your head, or on paper) the better.
Next, you need to know what they are thinking: what are they worried about, what are their goals?
Finally, you have to know why they should choose you (instead of anyone else) to help them with those problems.
Who is your audience?
Who are the specific group(s) of people you want to reach? Be able to describe your ideal client, whether they are new moms who want to lose weight or owners of crossfit training centers. Give them personalities and names if you like. If you offer services to two different kinds of people or companies (say both brides who want help choosing lingerie or men who want help buying a gift), then separate them. Don’t write the same stuff for both.
What are they thinking?
Taking the example above, the brides will have different concerns than the men. The brides will want to know: will it fit? will it show under my dress? how hard is it to put on? is it pretty?
The men want to know if she’ll like it, if it’s too sleazy, is it the right size?
Two completely different sets of concerns.
Be clear about how you’ll help and what problems of theirs (not yours) you solve. Spell out why your approach is special or different, and show your personality when you do – be the person who offers overwhelming value or insanely great service or personal advice on selecting exactly the right lingerie for brides-to-be. Detail the reasons they should hire you, rather than someone else. Pile on the value. Make buying a “no-brainer.”
So, what’s your strategy? Are you focusing on a particular audience? Not sure? Want an opinion (I have lots!)? Just ask.