Identify YOUR Target Market With This Strategy - Create an Avatar

In my coaching efforts with small business owners, I find that one of the most overlooked items when designing a marketing campaign is also one of the most important and should never be skipped: identifying your target population. It sounds so basic, yet it is so regularly skipped. Most of the business owners I coach cast too wide a net and therefore don't find their response rates or opt-in rates nearly as high as they would like. They aren't able to get clients on the phone or to return phone calls; get them to respond to e-mails; visit their website; answer direct mails; or anything. Their bosses or some sales strategies tell them it's a numbers game, just keep trying.

If you want to attract more of YOUR target population, then you must identify them with laser-like proficiency. One of the best ways to do this is to be able to visualize your target market. I recommend using an Avatar approach. This way you can envision exactly what your target looks like. Once you can see them in your minds eye, it's much easier to attract them.

If you are selling weight loss products for instance, who exactly are you trying to attract?? I hear often from the people I coach: "anyone who is overweight". That is just way too broad a spectrum of people to effectively attract. You must get much more specific as to who they are. I've heard very similar answers from financial planners, real estate brokers, mortgage brokers, automobile salespeople, and many others. The lesson here is to be more specific and don't try to attract absolutely everyone. As the old story goes "He who chases two rabbits catches none".

Goody Bag Marketing Giveaway With A Goal: 7 Steps to Creating a Compelling Call to Action

 It's that time of the year again, when people call me because they are sponsoring an event and need some stuff to give away. We then make our recommendations, taking into consideration their budget and their usually tight time frame. But, the first thing we do is to ask: what is the goal of your program? What do you really want to do?

Many times the answer to that question is that there isn't time, or that the sponsorship money exhausted the budget. What it usually boils down to is that they just think they need to have something in the bag to participate and get their name out there.

Giving stuff away without a promotion or call to action is like whistling in the wind. If your freebie is going to be sitting at the bottom of the bag, how will it stand out? Is there a compelling enough call to action? Is the product driving traffic to your website? Is it generating a lead? If not, your giveaway is not using your tight budget to its best advantage.

A call to action is essential to the success of your marketing efforts. You need only look to the following examples to see how well it's working for other companies!

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