Recent Marketing and Advertising Articles
for Your Small Business
Chapter Fifty-eight: Who are you targeting... and
why?
A client of mine emailed me the following question, which opens
up the discussion around "who are you targeting… and why?" Keep in mind, this is
for a photographer – not your typical corporate/government sales
environment.
Question: "I can see the power of sending gifts and follow-up.
What if sending gifts is forbidden, like government employees, corporations with
that policy, how do I get around these obstacles?"
[Part 1 of my answer addresses the use of spelling mistakes in
your materials]
Answer:
Hi William,
Couple things:
1) Typos – sometimes are planned – sometimes not. Being seen as
a real person that is prone to mistakes can be a benefit in the impersonal
world. Other times, these are a mistake (I am a BIG believer that success in
marketing is Fire – ready – aim approach. Things do go out with mistakes – but I
have yet to have a return based on that alone. You accomplish more in a
marketing campaign that has spelling mistakes than a marketing campaign that has
been edited and critiqued to the point of losing its luster.
2) With gov't employees – what would you sell to them? and why
would you want to? In my own opinion – you are going to be WAY more successful
finding a niche outside the government and outside of selling to large
corporations. Selling to those markets you can expect long sales cycles, RFPs
(which you will never win), and price comparison. Selling to individuals – you
can hand pick your niche – and you can be much more aggressive and giving in
your marketing.
If you MUST sell to gov't and corps – go after the education
approach. Send them special reports, white papers, teleseminars, booklets, etc –
anything that educates them on what you do and why they need it.
3) Read this article I just wrote – it gives you tools
(newsletters and event themed promotions) that will grow you fast enough to
handle. Pay attention to Rita's story – this is the real deal! $250,000 in new
revenues in 5 months from a simple newsletter!
Marketing reminders for December and January
They are ready – and boy o boy are they hot!
I spoke this weekend at an event where I shared these tips and
everyone there said
#1 – I should be charging for these ideas (I like that idea
;o)
#2 – that anyone who actually uses them (rather than sitting on
their duff after reading them) WILL make moola from them. It would physically be
impossible not to.
Here are your December and January reminders…
http://www.marketingreminder.com/MarketingRemindersDecemberJanuary.pdf
http://www.marketingreminder.com/HolidayWealthCreatingWords.pdf
They are powerful – but you have to use them.
And when you do – please let me know how they work for you.
With enough good feedback, I will continue doing these… without
it… I can easily make a product out of them to sell!
It’s funny: when you give away things for free, people just
don’t give it a solid value (and do nothing with the information). As soon as
they pay for it – WHAM – now we have their attention and they actually start
using the ideas provided.
Please use them – the results will amaze you, just like they
did for Rita.
|
