So many of the entrepreneurs that I work with are stunned when I help them discover how they waste most of their marketing funds. The question that baffles the best and brightest is…..
“Describe in detail who you are trying to sell to”
What happens next is a stuttering, one-size- fits- all description of a high level list of all of the possible markets. This is so wrong and let me show you why.
The secret sauce of marketing is for the CEO/Owner to clearly define, in agonizing detail, EXACTLY who is in the sweet spot of the market. This shouldn’t be a generic “we sell to everyone” but a clear highly granular description of the suspects.
Include their demographics, their geography, their buying attributes, what they are like, what they look like, what they drive, how they vote, what they wear, what their politics are, what their interests are, what magazines they read, what they like to buy online, what is aspirational to them, where they eat and what they eat, etc. When one of my clients say they have it all, they only have a third of what they really need to describe.
So, if you want to get the most out of your marketing investment, start with a world-class exhausting analysis of who that target market really is.
The message and the call to action offer is insignificant to the work that you do here.
Trust me on this one. And by the way, an efficient way to save your marketing dollars is to hire me to help you figure it out.
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