Marketing Success

This really is the three steps to marketing success for your business.

I was once asked to consult to a guy who was selling high-end luxury goods… some were priced at over $100 million!He wanted to know the best way to get in front of this audience. Thankfully, he realised people like that didn’t doom scroll through social media, so that was quickly dismissed, but the question still remained, “How would he get in front of people like that?”.

You probably ask yourself this very same question, ‘how do I get in front of my audience… or more of them?’To answer that, you really have to start at the beginning of this 3-step process;

1. Market - 2. Message - 3. Medium.

Who is the market?

Just some of the things you need to know…

• How old are they,

• What gender,

• Marital status,

• Years in their job / business?

• Do they have money to spend on your product / service?

• How well do you understand their lives, their days, their hopes, fears, and aspirations?

• Who are they led by,

• Who are they affiliated with,

• Who are the envious of,

• Who do they despise?

• What keeps them up at night,

• What makes them happy, sad, angry, jealous, fearful, desperate, and excited?

• What are they trying to achieve,

• What have they tried before,

• If they had a magic wand, what would they wish for? And so on…

What Message(s) do you need to send to make them buy from you?

If you’ve done your research in Step 1, then you now know what is going to motivate them to listen to you. When I worked with restaurant owners, I knew the one thing my target market wanted more than anything else was ”More Bums On Seats” (more ‘Buts’ if you are American).

They might talk about ambiance, wine lists, kitchen equipment, and stars on the wall, but secretly, they REALLY wanted more people through the door.

My messaging then was all about attracting more people to dine in their restaurant and increasing how much they spent once there, because “secretly” that is what keeps restaurant owners up at night, no matter what they say publicly! You need to know this about your audience too.

Finally, what medium do I invest in to get my message to them?

Well, after you have done the research in steps 1 & 2, the answer should become obvious (or at least clearer). In my case, it was “Direct Mail”.

I sent a free copy of my book to the restaurant addressed to the owner. There was an invite to a seminar included in the book, and at that seminar (which had up to 100 restaurateurs in it at times), I showed how I could help them to make more money.

So the “medium” I chose was postal, not digital. And yes, it was expensive, but I would sometimes close $100,000s in sales using that strategy.

Oh and for the person selling high-end luxury goods… he needed to go where his prospects were already spending money and get into partnership with people that his target market would listen to and trust. (how to think about this and do it, is a whole other blog post and we'll get these soon. If you are impatient you can contact me now and we can get into it right away!

By the way; I’m not saying don’t use social media or even SMS if that’s the medium that will get your clients’ attention… just don’t do it because it’s the cheapest option.

So now you know the formula, what are you going to do with it?

If you need help contact me via the contact me page.