Got three quick scenarios for you today, plus a lesson about how to stand out in a crowded market.
The other day I was reading a book about defining your audience by Seth Godin.
In it he dispelled the myth about the importance of demographics.
You see, according to Seth, most marketers focus too much on demographics (like marital status or income level) and not enough on the specific problems people have that you can solve.
For example, you spend too much time talking about your product features and not enough time showing people how their life will be better when they own your product and their problems are gone.
Focus on the problem and your marketing message will stand out like a sore thumb.
James Shramko wrote a book titled, “Work Less, Make More!”
Obviously, this book is NOT aimed at hard-charging people who want to work 80-hour weeks and make several million bucks a year.
It’s aimed at people who want to cut back on work and make more money, giving them more time to invest in their hobbies.
So what James has done is, he’s honed in (with the title of his book) on a specific group of people who share a common problem.
And his marketing aims at those people, and no one else.
His book is a great example of singling out your ideal prospect in a crowded book shelf.
I read another book recently by Brendan Kane titled One Million Followers.
And, in that book, Brendan talks about how Taylor Swift held a meet-up with about a thousand people and she spent a whole day with them, just socialising, answering questions, and hanging out.
These people were a core group of her BIGGEST fans.
The book talks about how just by doing this one event with a small audience, Taylor gained exposure to over a million people, because each of the thousand people who attended were taking photos and talking about her all day long (and for weeks after) on social media.
The social media reach of those one thousand people spread to over a million people.
Just goes to show you don’t need a massive audience to have a big impact and get huge social media coverage.
So, now that you’ve read the 3 scenarios, what’s the lesson?
Well, you’ve probably heard of the idea of creating a minimal viable product, which was talked about in the book “The Lean Start-up”.
The book basically says you should create a minimal version of your product or business before sinking a ton on time, effort or money into it.
Well, there's another minimal viable, and it's minimal viable audience.
And the same rule applies: you should test different audience segments – by highlighting different problems your product or service solves – to see which segments and problems bring in the most clients.
End of lesson.
PS: Having trouble targeting people based on the problems your product or service can solve?
Jump on a 15-30 minute strategy session with me if you’re ready to take your marketing (and sales) to the next level.
PPS: When you aim your marketing at people with a problem you can solve, you’ll find your marketing gains traction, leads increase and sales go up as a result.
That’s the good news.
The bad news is, when your success grows, people get jealous, and say hateful things.
In my next email I’ll talk about what to do when the haters start hating. It’s something I had to deal with about a year ago when I started posting a lot of content on social media.
At first it rocked me. But then I turned it to my advantage.
Watch out for my next email and I’ll explain what happened.
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About Scott Bywater
Scott Bywater is internationally recognised as a leading copywriter & marketing expert.
As the owner of Copywriting That Sells, Bywater both consults to clients and has a handful of products that help business owners and entrepreneurs get more QUALIFIED customers, increase the ROI from their advertising and generate leads.
He is the author of Cashflow Advertising and he has experience in every facet of sales and marketing including door to door sales, telemarketing, business to business sales and consulting giving him a vast experience to draw from.
What's more, he has consulted to hundreds of different industries before creating his educational programs which have students from right across the world.
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