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?”

3 Ways to Do `Freebies’

Get your products or services evaluated for free
You can give your product for free in exchange for evaluations and possibly testimonials from potential customers.  Any likely problems with your products may be uncovered and new uses or selling points may be revealed.

When you offer a freebie from your site, submit it to `freebies’ sites
Freebie sites provide segmented categories which means targeted traffic for you.  You may be required to provide a reciprocal link by some freebie sites.  Some freebie sites want you to link to their web site before they will list your submission.

Giving your customers free postage
If you can’t afford free postage for all your customers, you can give free postage to customers that buy from you over a certain dollar amount.  You can also insert ads or catalogues from other complimentary businesses into your product package.  This can compensate for your free postage scheme.

Keeping your loyal customers happy because they are your future profits
For some businesses a carefully structured discount or cost neutral gifts are possible.  If you charge a premium price for a premium service or products, a discount may not be the way to go if you don’t want to cheapen your image.

A cost neutral gift as a freebie can be more appropriate in this situation.  Be loyal to your customers and they are likely to be loyal to you for a long time.  They can be the majority of your business profits.

Do you know of any other ways to effectively do freebies?  Leave a comment and share the info with everyone…