At first, trying to market your target market May seem like a confusing and confounding as trying to understand the opposite sex. What do you think will work them off. What do you like May not be what they want. Embarrassing and costly mistakes are common. However, savvy and successful entrepreneurs know how seductive secrets that produce results (and a bulging bank account !)
the sad truth is most rookie entrepreneurs are not in on the secret. Even long-time entrepreneurs who are struggling still confused why making money fast, fun and easy way to seem to flow only to a select few.
If marketing makes you cringe and feel inauthentic, I understand. In the beginning it may feel unnatural and uncomfortable pitching yourself or your product. That is why it is easy to slip into the two most common marketing mistake. But do not worry - there is a solution! I'm about to show you how to become a wealthy entrepreneur "in the know ."
Massive Mistake # 1 - I, Me, Mine Marketing
How to motivate people to buy from you, you have to get out of your head into their world. The secret is to tell his compelling marketing messages from their point of view -. not yours
big mistake was catching him in "I, myself, my" thinking. Have you ever been on a first date, and another person yapped on and on about themselves all the time? You get that fake, plastered a smile on your face as you politely nod your head, but until the head is screaming, "Get me out of here !"
But if your website title says "Welcome"or you pig your header with your logo and company name ... doing the same thing for your visitors. Not cool.
There is a secret variations of this error trainers and consultants to slip into ... talking about their process, not the end result. Coaches like to talk about things such as: core values, awakening, abundance, inner peace, etc. But it is an abstract language relevant to the insular world of the other coaches
.error occurs on and on about the coaching process - not what you get as an end result of coaching, which is what the target market does not care about
.This is equivalent to a bunch of computer geeks standing around a vending machine in their enjoyment of techno babble while waiting for your Twinkie for pop-out.
Here's an analogy I share with my clients that will help you avoid this mistake ...
Imagine "magic room. " It was about twenty feet long with the entrance at one end and exit at the other. Your target market approach to the entrance - as they reach for the door handle to see how much they weighed. It is as if they were pulling the ball and chain with heavy bricks on their backs.
They slowly opened the door and walk inside ...
as they walk through your magic room, step-by-step, they experience a miraculous transformation. The ball and chain decay. bricks into dust. They begin to stand upright.
By the time they reach the exit, they are skipping and singing.
Now ... Think of this magic room when market your business. There are three parts: before its market walks in the door (their problem), and they walk through the room (your process), and after they leave (the end result .)
Here is the deal ... nobody else cares about the methods that you use while walking through your magic room. So do not you focus your marketing messages to your process. (I understand the temptation because it is part of the fun for you.) All of your market cares about is who is going to be when you walk the entire ... you will have.
Bottom Line Solution: Stop telling us what is your product. Tell us what it is - the end result we get when we use your product or service
.Massive Mistake # 2 - Madison Avenue marketing
At the other extreme of the scale is trying to be so hip with their marketing that you will end up leaving the audience going, "Huh?" I know I've seen those chic (very expensive) perfume ad in Vogue magazine, which does not show a perfume bottle. Or inexpensive colorful commercial, and in the end, you do not even remember what they are selling.
It would be like if you sold the drills and spent tens of thousands of dollars on a billboard ad that was all white, except for a big black dot in the middle. A place to put under the ominous word "hole ". And that's it. No call to action -. Only super-small, illegible web site in the lower right corner
Ad agencies on Madison Avenue trying to be clever, modest and über-cool. (Read the abstract and confusing.) This is an area of large companies with lots of money waste (um. .. I mean "invest"). It's annoying when amateurs try to play the same meaningless game.
Start entrepreneurs love trying to be clever at the expense of that are clear. I call it getting lost in Cleverland "- a thick, fake foreign dangerous place. If you're splitting hairs on the font color of your logo, you're lost in Cleverland. If your tag line is a hidden meaning known only to you, you're lost in Cleverland. If you're obsessed with that abbreviation to define your business, you're lost in Cleverland.
I believe that branding is important ... but only after you are clear on what you sell, who it is and how you can get them to buy because your offer is compelling, with proven benefits. Trying to position you as an expert with only cool the graphics are weak ... and unnecessary.
Bottom Line Solution: Stop worrying about the font and design. Get the results first in your business and then think about making things nice. If you want to impress your prospects, give them a clean, clear offer they can not refuse, that solves their immediate problem in plain English - and back it with evidence from experience and case studies
.The Secret "Sweet Spot" solution - Direct response marketing
As a successful lover, savvy entrepreneurs "in the know" because:
Market from the aspect of its target market - and not their own. (They listen to what others want.) Focus on long-term customer value. (They make the sale so that they get a buyer - does not get the customer so that they make the sale.) test over and over how best to get an immediate response from your market - do not try to impress them with slick graphics. (They find the "sweet spot" of their audience, which gets them to take action.) Emphasize the benefits more from the process (They share the emotions of others will feel once you have a product or service.) talk in a direct, authentic language (They are misleading because they they are real and affordable .)
Copyright (c) 2009 James Roche
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