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Two Cyber Doves
Adaptations not Lost on Me!
Forget Averages - Choose your Best Customers, Lose your Worst and Ignore
Over the course of the next few months, Johnny and I will be sharing a great deal about Persuasion Architecture*, Persona Development and the 'anti-average' aspect of both. But for now, let me just give you a basic taste of what this concept means for any business.
"What is your Target Market?"
__ Middle Class Businessmen
__ Soccer Moms
__ Affluent Teenagers
__ (Insert shockingly generic term here)
How often do you hear the above descriptions given for a company's target market? How often do these represent advertising and marketing targets? How successful do you think they are at impressing anyone who has been lumped into said category?
In years past, the law of average was king. If you spent a fortune for that direct mail piece, you wanted it in as many hands as possible. You created a website and made it as attractive and familiar as possible. You did everything you could to appeal to everyone, alienate no one and play the 'law of numbers'.
Middle of the Road just Makes you Roadkill
In todays customer-centric, "I want what I want, how, where, and when I want it" world, if you aren't speaking to me (and I mean 'Me', dammit!) then I'm simply not listening. Your customers have more options than their brains can handle. They have become masters at blocking that which bombards them daily and ignore anything not immediately relative to themselves. They will not participate with mainstream, 'safe', or average because they simply have no time for it.
"Average" has become "Ignored"
So how do you break out of the average mold? The beauty of the digital landscape is low cost of adaptability. You are no longer limited to a single salespitch or tagline. The challenge is in taking the giant scary step into polarizing your customers. Learn to speak the language of personas - discover the full-fledged, opinionated, demanding customer archtypes and let them rule your show.
When your "Target Market" targets you
Your target market is lost. Grieve if you must but please let it go. Your new focus is on finding your 'Best Customer'. You know her - she's Julie, the 54-year-old dental assistant who is addicted to your skincare line and loves buying the seasonal scents for her teenage nieces. Or Josh, the 22 year old student who buys the most expensive lotions to impress his girlfriend. Now look around at how many of your 'best customers' match the Julie or Josh buying pattern, purchasing need or emotional driver.
Start really seeing your customers and looking at your business from their view. Embrace your new friends and watch your business grow around them.