Make Your Marketing Arrow Count
If you had one arrow, and ten
targets, what are your chances of hitting any of them if you
tried to aim at all of them?
That's what happens when you
try to target too broad an audience. Yes, I may have some principles
or concepts that can be applied to your financial, spiritual,
or physical well-being, but if I start talking about all of
those, I cannot reach you, I cannot help you recognize what
you want to repair or adjust within yourself. I cannot help
you understand how I might help you. So I have to make my marketing
words reach people with a specific problem or need, and release
my feeling that I can be all things to all people.
Choose your target
Narrowing your target focuses
your intention and your words. I learned this when I changed
my web site to a portal site. It boasts two sides. And once
I did marketing became easy. One group of people want to hear
one type of message, they are interested in one set of results.
The other group has different needs, they need different solutions.
In my case, one portion of my
business offers an experience. The other portion addresses practical
steps. And yet, even as I separated them, the philosophy spills
over into the business side. But each target has its own vocabulary,
its own set of needs, its own values. I must address each target
audience separately.
What results do you want?
I find I have this problem of
wanting to serve to broadly even on my products page. Do I send
people to my home page so they see everything I offer? Do I
send them to my store page where all my products are listed?
Or do I send them to the sales page that sells only that one
item?
That depends on the results
I want and where they are coming from when they find me. One
of the things I do that helps with the decision is to up-sell
to other products on the sales page of each product. I feature
related products they might be drawn to.
If I'm speaking, or giving a
teleclass, or writing to, a group with an interest in creating
e-books, I'm going to send them to the products I have that
will help them in their quest.
If I'm not certain of the specific
needs of my audience, I'll send them to my portal page and let
them guide themselves.
There is this underlying fear
they may miss something! But I know better. If they are meant
to find it they will. That's how energy works.
Ask for it!
But wherever you point your
marketing arrow, when it lands, you have to ask them for what
you want. That's the call to action, the invitation to stay
connected, the opportunity to purchase. Omitting a call to action,
or making a whimpy one, is far too common. They've read your
copy, they know who you are, what you do, and most importantly
what you can do for them. So? What do you want them to do? Ask
for it!
Choose Separate Targets
Just like different keywords
draw different people, you need to create separate targets for
each of your separate marketing arrows. You might want to experiment
with different landing pages. You might want to try a squeeze
page-or not. Think carefully of the people you want to draw
to you, learn their language and speak only to them.
Choose Your Marketing Style
It was a huge relief for me
to discover that there are salespeople and there are educators.
I'm an educator and found myself continually turned off by a
strong sales approach. I couldn't do it in my own copy and didn't
want to. But I didn't understand I was an educator and needed
to honor my softer style. You have to know your own style and
express it, because it will draw to it people of like style
and interests. Know the style of your target audience, and address
it.
Take your time aiming
People seldom buy on the first
visit. They need to get to know you. They need to get to trust
you. Build a marketing funnel that keeps drawing them in. Keep
focusing on what you want them to do, where you want them to
look, what you want them to see. Take your time developing the
relationship you need to create a strong customer base.
You can make your marketing
arrow count, with careful aim and patience.
