If you aren’t getting enough customers with your ads, it’s likely because you don’t follow this simple rule.
Every business owner who hears this has a light bulb moment. It was there, they just didn’t see it!
The good news is once you see it, you can’t unsee it.
The bad news is 76% of business owners don't, and if you miss it, your business will slowly decline.
Before I get to it, I want you to understand something first…
…Stop Trying To Sell Everyone!
Most businesses will try to market their products to everyone, but end up selling to no one.
We see ads on TV for things like laundry detergent, soft drinks, groceries, targeted to the masses, and we try to copy them.
It doesn’t work that way for the majority of businesses.
You forget that these ads are run by large conglomerates who have multi-million dollar marketing budgets to sell their products globally.
They can afford to bombard the masses with their brand and hope that you might recognise their product when you walk past it at one of their thousands of stockists.
You probably don’t have that kind of budget, and your market is local.
Which is why you need to forget about the masses and target the vital few.
It’ll become clear in the next minute who the vital few are.
I just want you to understand that there is no product in the world that appeals to EVERYONE.
There Is Always A Bias.
ALWAYS.
Let’s say you do botox injections - would you try to sell botox to everyone?
Without doing any research, there is an obvious bias here towards women.
We can go deeper than that.
If you think about it briefly, you might think it’s mostly women in their 50s who get botox.
What you might not realise is that there is a sea of natural beauties that go through endless injections even before 25.
So you should give more careful consideration into where the bias lies.
You must understand their characteristics.
It comes down to the Pareto principle. Which says that 80% of your business will come from 20% of the vital few.
And it’s true in every business. There is a small percentage of your audience that accounts for a large majority of your sales.
So you must discover the detailed characteristics of your perfect customer, the vital few, and laser focus your marketing towards them to get the best results.
How I Discovered The Vital Few
You must first answer this question:
Who is your perfect customer?
Once you can answer that, you can personalise your message.
The more personal you are, the more responsive your audience will be.
This always reminds me of an American salesman I studied who ran sales seminars in the 60s. He began to notice that many of his attendees were young men, but also, a disproportionate amount had crew cuts.
It wasn’t quite clear why, but it was noticeable.
What he did next was genius.
Prior to the next seminar in the following city, he visited all the local barber shops and paid for a list of all their customers with crew cuts. He mailed each one of them with an invitation to his seminar…and he sold out every seat!
So we see here the power of knowing your perfect customer. He did some research and observed their characteristics - their age, gender, location, interests, even haircut!
He then created a profile, which narrowed his audience down to the vital few, and targeted them ONLY.
How You Can Sell The Vital Few
It requires enough research until you can narrow down your audience to create a profile for your perfect customer.
Evaluate every customer you serve and every review you receive. If you are client facing, build some rapport and get to know your customers as well. Take note of their common characteristics.
This even comes down to how they speak, so you can speak the same language as them.
Once you’ve created a character for your perfect customer, write every ad as if you are talking directly to them.
The ideal situation is when a customer looks at your ad and says, “Ah, this is for me! This guy understands me.”
Never sell everyone, always sell the vital few.
So start figuring out who your perfect customer is, it will be one of the most valuable things you do. And if you want help from someone who does this every day, Get In Touch With Us.
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