Intuitive Marketing Secrets
Synopsis: Become your customer. What would make you feel good about purchasing your product or service? Okay, that’s your starting place. Once you step in the shoes of our target market, you’re on the right path. See your product or service from their eyes and develop your campaign to meet their needs.
You know what type of marketing message grabs you. When you market give your audience the message that you’d want to hear. You want a message that makes you feel good, not only about the product or service, but about choosing to buy it. Sadly that’s not the message many businesses put out there. They let the politicians and the media take the lead with messages of angst, or they use the archaic “keeping up with the Jones’s” model created by Madison Avenue. If that’s what you’re comfortable with, I’d suggest you rethink your marketing strategy. Sure, it’s worked in the past and to some extent will continue to work, but if you want to broaden your market, grow your business and build a loyal clientele, keep your marketing in line with your values. Go with your gut. Be more intuitive and less reactive to outside marketing-guru messages. What makes people feel good about your product or service? If you’re selling a beauty product, you help people look and feel better, if you’re an attorney, you help your clients though tough situations, you solve problems. Stay with that mindset, whatever your business is.
The best marketing is feel-good marketing offered through effective storytelling. Public relations all comes down to telling a compelling story that engages the readers, viewers or listeners and causes them to take action. So, start thinking of your marketing, advertising and PR in that vein. Understand that your job is to present your product or service by telling a compelling story with a call to action. Pull back and see your business from that perspective. Start to make a list of your most compelling stories. You’re looking for success stories. How do you help your clients or customers, how do you impact their lives? Do you make their lives easier, more enjoyable? Remember, you’re not selling your product or service, you’re selling a feeling, an emotion.
If you’re simply marketing a product or service, your target market could just as easily buy from your competitor. You need to go deeper than that. You need to let your customers know why they have to buy from you. If you don’t tell them, they won’t know and the best way to tell them is with your success stories. If you have a very narrow or specific target audience, say women over fifty, then come up with success stories that show how you meet their needs. If your target market is broader, say it’s a nutritional supplement that can be used by people of all ages, then break down your target market into segments and come up with specific stories and messages that are designed specifically to meet the needs of those markets. Don’t think that a one-size-fits all marketing campaign will work. When setting up your marketing plan, drill down and drill deep. You want to make your customers feel good about their decision. You want them to feel they’ve not only made the right decision, they’ve made a smart decision. Remember, each person who sees your public relations, advertising or marketing campaign has to feel that you’re speaking to him or her specifically. You want your customers or clients to feel that you designed your product specifically to meet their particular needs. So, take a look at your current promotional campaign. Now become your customer. What would make you feel good about making the purchase? Okay, that’s your starting place. Once you step in the shoes of our target market, you’re on the right path. See your product or service from their eyes and develop your campaign to meet their needs.
Copyright © Anthony Mora 2009
Tags: marketing, pr, public relations
