Marketing is a lot like fishing in that to be successful at it, you need to choose the right bait to catch the type of fish (customer) you want to catch (get to buy your product/service).
When fishing for bluegills, you want to use a bait they want to eat. One of the best baits for bluegills is using night crawlers. That is a bait they love. However, bluegills do not bite at great big muskie lures that may be bigger than the bluegills are. It's the wrong bait and no matter how many times you use a big muskie lure, you are almost guaranteed to not catch any bluegills.
Using the right bait is also critical for success in marketing and getting customers to buy what you sell.
When I refer to using bait in marketing, what I am referring to is focusing on a benefit your target market wants the most for the particular product or service you sell. By benefit, I am referring to the end result your product or service delivers.
To make this easier to understand I will give you an example. Let's say you sell athletic shoes for serious runners. These are the people who run 3+ miles a day every day and they live to run. They are your target market. Now the marketing question is, what bait (benefit) do serious runners desire most in a running shoe? Determining the right bait means the success or failure of your business. You may decide the bait you want to use is that your running shoes look super cool and high-tech. You look at them and they just look awesome. However, is having a super cool looking running shoe the bait (benefit) a serious running is going to desire most when choosing to buy their next pair of running shoes? Or, do you think a better bait might be to market your shoe as being super comfortable and the runner won't get sore feet and blisters? Maybe, maybe not. It could be the best bait is your running shoes are very durable and the runner can wear them for a year without wearing them out, thus saving them money in having to buy a new pair of shoes every 3 months. That may be the magic bait benefit that gets serious runners to buy your shoes. But at this point, you just do not know.
I know, you are thinking that you should just list every benefit your product or service offers and you will get customers by the zillions. Wrong. It has been proven over and over in marketing that customers will remember only one major benefit your product or service offers. One. That is why you must focus on the benefit (bait) your target market of customers desires the most.
So how do you know the #1 benefit (bait) they care about the most? You absolutely must talk to your potential customers in your target market (the more the better) and ask them what is the number 1 benefit they want that determines what product/service they will buy in your niche market. You have to ask them to tell you what is the bait that makes them bite. You will probably find that there are breakdowns of what they want such as 62% want benefit A, 23% want benefit B, 10% want benefit C, and 5% want benefit D. Now if you are a fisherman, you want to use the bait that has the greatest opportunity to catch the type of fish you want to catch. In the example above, if 62% of your target market says they will buy if they can get benefit A, benefit A would be the benefit you want to really focus on in your marketing because that benefit is going to be the bait that catches the most customers.
I hope this helps you focus your marketing message on the #1 benefit your target market cares about most. By doing this you WILL see an increase in sales and it will help you dominate your niche market.
To your success!
Peter Geisheker, CEO
The Geisheker Group marketing firm
http://www.geisheker.com
(920) 471-163
"We don't help you compete, we help you dominate!"
1 comments:
good stuff thanx
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