Market To The Right Audience

by admin on July 27, 2010

You want to do what’s called “target farming” or “niche marketing.” If you go wrong here and market to the wrong audience, then your entire marketing campaign has to be scrapped.

It doesn’t matter how great your product or service is, how great your salesletter is or your headlines or offers or what a great price you’re offering. If you try to sell your product or service to the wrong market, I guarantee it’s not going to work.

On the other hand, if you take an average product or service and maybe your copy is only so-so, maybe your price is only so-so … I’ve actually seen these marketing campaigns go to the right targeted audience and pull a decent response.

I’m showing you that we want to do a good marketing campaign and the difference in the right target market can do for you.

What can you do to make sure you get the right audience? You have to begin by knowing who your product and service actually appeal to. Then find the largest market that can actually buy your product or service or the best market that can afford to pay for your product or service.

You might find multiple markets. You don’t want to leave any markets out. You want to be sure you target a specific market tightly enough so you can appeal to their interest, but not so tightly that you don’t appeal to anyone at all.

If you have a product that appeals to multiple markets, you can develop multiple campaigns. If it’s a service business that goes into the home, then you really appeal to many markets. A homeowner that is a doctor, a homeowner that is a dentist, a homeowner that is a business owner, you can target to these specific people and treat them as a particular market.

One great way to get into a particular market is to find a professional that is already in that market or is already a customer of yours and get them to be a cheerleader for you. Ask them if they will endorse you. Usually they will if they like your product or service.

Write a letter from her to all of the other professionals in that market on her letterhead in her envelopes and send out that letter on top of one of your salesletters. Her letter should say, “I don’t do this very often, but I’ve received such good service from so-and-so, I thought the rest of you should know about this.” Then you give that doctor or dentist some kind of free gift or service. Maybe you buy them a box of their letterhead since you used theirs in sending the promotional; perhaps a box of business cards.

What it does is it makes sure the envelope gets opened from her market because other dentists and doctors will open information from other dentists and doctors.

New Customer Letter

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