Are you getting your message across to your ideal customer?
Put yourself in their shoes for a few minutes. Like yourself, they are probably bombarded with hundreds of emails every day. They are probably also getting 5-10 calls with people trying to sell their product. Most business owners don’t have time to listen or read to someone selling them a product. Most people also delete the majority of their emails that are not personal.
So how do you cut through the mess and communicate with your future customers? This is where it's important to understand the basics of advertising, sales and marketing.
The first step – draw your avatar! And I don’t mean the blue aliens on Pandora. I mean your perfect client.
For your marketing to work, you need to first outline who your ideal customer is. Once you do that, only then will you know where they are. It is important to get this right. You don’t want to attract time wasters and people who are not going to buy your product. You want to talk to people who are interested.
As a business owner, your goal should be to ensure every cent of your marketing is getting you a return on investment. For that to happen, it is important to test and measure – and create the perfect plan. Your Marketing Plan should include strategies that will help you target your perfect client.
Marketing includes communication, but it also includes education. You want to use your marketing to deliver a message about your product, but you also want it to educate the person who is interested in buying from you. You need to speak to their weaknesses and challenges. Your product or service should be able to solve a problem.
But how do you get this very important message across?
Every day, a business owner, on average, is introduced to 250 ad messages. Whether this is in email form, on the phone, spam or advertising, billboards on trains or ads in the newspaper. So why should this prospect only listen to you? How do you get through this crazy mess of messages?
It is important to have multiple strategies when marketing. If one doesn’t work, move on to the next. Once you try and test a few, you will know which one is bringing in leads and which one needs to stop. No need to spend money on something that doesn’t work.
Have a single target market is a fallacy. There are many different areas, segments and markets that you can tap into. It’s not always one size fits all. And not everyone fits…
So when chalking out your Marketing Plan, remember these 4 important key elements
Where are your customers hiding?
What are you going to be offering them?
Why do they want to buy your product?
How are you going to communicate your offer to them?
Here are some attention-grabbing headline starters you can use:
- How to…
- How you can…
- # Reasons why…
QUICK TIP: When writing your perfect headline
- Use the word YOU
- Sell the benefits
- Don’t use your name
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