A Reminder: It’s All About People

I was talking with a friend a couple of days ago about marketing which led us to talk about popular searches  and just for nothing in particular I thought I’d take a look. About 80% of the most popular searches are about a person.

Not the same person, obviously, but to maybe express it more clearly the most popular searches are about people.

The most popular people appear to be those in the ‘Entertainment’ business if you are in the USA. In the UK the most popular people are still in ‘entertainment’ though most likely they will also be someone who did something noteworthy recently. That can be being evicted from Big Brother, confessing to having had an affair a few years ago (Don’t ask me, I don’t know either) or any one of a surprising number of activities that probably wouldn’t get a mention if it was an unknown who had performed them.

In Australia the most popular people were sports people. I guess that’s still entertainment?

How can this help your marketing?

Marketing is about connecting with your target market, meaning with a select group of people. It involves positioning your product or service inside their world, convincing your target market that they need it.

What the popular searches tell us is not to dwell to much on the features of your product or service, instead describe what effect they will have on the person reading your copy. People are mostly interested in people. Connect to that in-built drive and your message will be far better understood and accepted.

Describe the experience of using your product or service from the perspective of the buyer. Show them how it will improve their lifestyle. Include some comments from other people – also called ‘testimonials’.

Remember the world’s most popular radio station: WII-FM. That’s the call sign, their tagline is “What’s In It – For Me?”

Simple Marketing

Marketing is a subject that worries or frightens a lot of people, but really it can be quite simple. The difference is your level of knowledge.

We all tend to be more comfortable with things we know about, so here is a basic primer for marketing the simple, easy way.

The first concept is that unless the target person has a problem that you can solve, they aren’t listening. You don’t go looking for a mechanic unless you have a problem with your car, you only look for a hairdresser when your hair needs cutting or styling. And that’s how most people are – unless you can solve my problem, I’m not interested.

That just means start your marketing communication by describing the problem! That way, you get their attention straight away. Follow that immediately by making them a promise. Tell them that you will solve that problem for them. “Finding non-fattening chocolate can be difficult – unless you deal with us”. “Nobody in Real Estate Sales can be trusted! Until now.” It really can be that simple, you don’t need pages and pages of words and pictures to grab their attention. They certainly can help, but the main item of interest as far as your client is concerned is that you recognise their problem, and you can (and want to) fix it.

The next thing you need to do in your marketing piece is supply the proof. This is where you tell them about your satisfied customers, about your guarantee and all the rest.

The last section of your marketing piece needs to have an effective call to action in it. That isn’t necessarily an immediate sales pitch. Whatever it is it needs to be really easy, simple and take almost no time at all.

The first marketing communication is only to introduce your company and establish a relationship (that means that you now have their name and contact info, just like they have yours). The second message is where you sell the first ‘entry level’ item, and then you continue to sell higher priced items in subsequent communications. There is another way – if your first item is relatively expensive then you follow up with offers that each cost less than the last one.

Your first contact is NOT about ‘closing a sale’, it is about opening a relationship. This way will prove far more profitable in the long run.

That’s a different message, that’s all. Instead of “I want to sell THIS!”, which is all the normal advert says, yours should say “Here’s the benefit to you if you buy from me”. Convincing people to buy from you is as simple as demonstrating your value to them. You provide a better service, a better product, a bigger range (or maybe a more targeted range!). Demonstrate that you know what you are talking about, be likable and act in a trustworthy manner, and then show them how valuable you can be to them, and your future business is assured.

You also need to understand that different “Sales Channels” will have different requirements. That just means that different groups of customers will respond better to a tailored message, delivered to where they are.

For example you might target people who work for corporate companies with an offer and you might have a different offer for small business people. Even if it is the same basic product, the benefits are likely to be different for the different groups. That just means that you will get better results if you tailor your message for each group rather than just send out a general message to everybody (one reason mass emailing has such a low response rate).

Marketing doesn’t have to cost a LOT of money. there are many marketing ‘weapons’ that are free or low cost, and all are high effectiveness. For more information, look for Guerrilla Marketing, Bum Marketing, 30 Day Challenge, Stomper Net or just search for marketing on the web and be prepared to filter the results. Or just contact us and ask your question, we have distilled all of these and more because we’ve already done the hard yards for you.

Finally, here’s a bonus for you – you are always marketing. You are marketing when you are at work, on your days off, driving between appointments, at lunch, and every waking moment. People see you, evaluate what you’re doing, and make decisions about you and your business that may be completely off base. Always look and act professional.

We’d like to see your comments. Go ahead, and tell us what you think, below.