Don’t spend one single dollar on advertising until you know your target customer, inside and out, top to bottom. Period, end of discussion. Why draw a hard line on this?
Precision Trumps Plentiful Marketing
Too often businesses use the shotgun approach to marketing, and in this economy that’s wasted money. Sure if you blast off a bunch of advertising you’re bound to hit something, but how much ammo did you waste in the process?
Right now we probably don’t have the marketing budgets to try stuff out, see what works, and throw money around hoping to hit a buyer.
Wouldn’t it be better to know your target customer so well you can then advertise specifically to them – the people most likely to buy your stuff? I think so. You’ll get more sales with less money, and an overall higher ROI for your efforts if you are precise in your marketing efforts, not just plentiful.
Exercise
Imagine your perfect customer. Think about every single element of the perfect person to buy what you sell. Then answer the following
- Where do they live?
- What do they do for a living?
- How much do they earn?
- Do they have children?
- Did they go to college?
- Have a particular educational background?
- What do they do for fun?
- Who are their friends?
- Who are their influencers?
- What matters to them?
- What do they value?
- What do they want?
- What do they need?
Once you have a crystal clear picture of who your perfect customer is, you can go to the places they are most likely to see your advertising.
Pay Attention (For What Not To Do)
In the next week pay attention to what kinds of advertising you are seeing, and where. You’ll be surprised how often you’ll see the shotgun approach being used, even by the “big guys”. This won’t be you.
The random ad for eyebrow waxing on gardening website, the flier on your door to refinance when you live in an apartment, or the commercial midway through your favorite episode of “Golden Girls” for Budweiser are all examples of using a shotgun approach to advertising. Sure they may accidentally hit on someone interested in an ice cold Bud who also watches “Golden Girls”, but it’s also an inefficient way to go about things.
Be cognizant of this when you are rolling out advertising. If you can’t explain exactly what demographic and target market you hope to reach with your ads, put your wallet back in your pants.
Not Just Who, But How
Also think about how your customer likes to be marketed to - don't send brochures to "on line" people, radio ads are lost if your target customer subscribes to XM Radio, and if your target customer values outdoor activities how much sense does a commercial make?
Get the "how" right and you'll be saving yourself some money, and getting directly in front of those most likely to buy what you’re selling. Tailor your message to what you know about them, what they value, and what the benefit of your product is to them. Most of all be consistent, both in message and in frequency.
Put the Time In
Do this exercise and you'll be giving yourself, and your limited marketing dollars, a chance to really work. Without a lot of money you need to be selective, don't use a shotgun approach hoping something will resonate with your target audience, put time into knowing them before you spend a dime.
Photo Credit: sk8geek
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Excellent article! When I was creative director for an advertising agency, we used to find photos of “typical” members of our target group(s) and give each one a name. Then, when we planned a campaign, the person we were trying to reach was there, looking right at us.
@BBlackwood
That’s an awesome tip…that way you’re no longer marketing to a faceless, nameless person, you’re marketing to a “real live human”.
Thanks for coming by,
Matt
Matt, great article with a really sound idea. Good job!
Every entrepreneur needs to read this!
I run into too many entrepreneurs who have no clue about this.
It just amazes me they “put it on the line” without understanding the most important principle in business….”How the heck are you gonna bring targeted buyers into the door?”
Great post!
@Stephen
Thanks! Glad you enjoyed it.
Matt
@Scott
Yep, they just throw a bunch of ad money at a wall and hope something sticks….not the way I want to use my hard earned $$$. Know your customer, then go specifically to them with the confidence they are interested in what you’re selling.
Matt
Hi,
This is my first time to visit this blog. With all the statistics, I can say that you really do have a nice business and marketing blog.
And yes! I agree with you. Targeting customers is very important. Aside from aligning our products and services to the target customers, we should also align our prices to them.
@Vic
Welcome to the site, glad you are finding the information here useful. It’s my “home” on the internet…feel free to drop by anytime.
Matt
I always say it’s important to make sure that when you do anything, you have to do it for your audience. It’s important to know who they are, so you can connect to them. Which also means finding what type of advertising would be best for your target audience. All overlooked advertising tips!
till then,
used tires