How To Create
Exciting Marketing
-- by Rick Crandall
-- http://www.redtienda.com/english/newsletter63.htm#1Not everyone needs
to be excited to buy from you. But if there is
nothing about your service or product that
excites users, you are going to have a hard go of
it. Put in a more unusual way, if you are not
annoying, or even offending somebody, you are
probably not projecting a distinct enough image
for your product or service.
This is a
way of looking at niche markets. To appeal
strongly to a particular subgroup of buyers, you
slant your message to be more relevant to them,
In the process, it becomes less interesting, or
even offensive, to other types of buyers.
You have
to believe in what you offer. People who have
some passion about what they do in life are more
successful. At the same time, your customers need
to have a little passion about your product or
service, or they won't give you referrals and
they won't feel they have a relationship with
you.
What do
you offer people that allows them to make a
strong emotional connection to you, your company,
or your product? For instance, if you sell
bathing suits, your customers may work hard to
fit into them and look sexy. At the same time, it
may offend some people that your bathing suites
are so skimpy or so flashy. But your customers
may feel a sense of identification with your bold
styles, or they may feel a sense of pride in
themselves that they could fit into your bathing
suits.
Project
your passion to your prospects and some of them
will respond. Don't worry about the people who
don't respond who may or may not be offended. If
you stand for something, you'll appeal to more
people than if you try to be all things to all
people.
You Can
Make a Big Profit Catering To a Select Minority
You don't
need to appeal to the majority of people. You
just have to make some people like you very much.
Take newsletters as an example. If the
information is of high value, subscribers will
pay a lot of money for it. A "stock
tip" newsletter might be a $1,000. This
seems a high price. But if you invest just
$10,000 once or twice a year and the stock goes
up 50 percent, it would be worth $5,000 to you.
If you
are willing to guarantee that kind of profit, I'd
be happy to split my gains with you. And, since a
stock newsletter may give you dozens of tips and
an investor may invest many thousands of dollars,
is a $1,000 too much?
Few
people will be willing to pay a $1,000 for a
newsletter. But ten times more may not be willing
to pay a $100. People who are worried about money
are going to think that a $100 is a lot of money
too, for an uncertain outcome. Lots of people
won't even pay $50. Lewis Rukeyser's new
newsletter came out recently. He's a popular and
trusted figure having hosted Wall Street Week for
years. Yet they price his newsletter at about
$30.
The idea
of targeting a message to people is that you are
rifling, using a narrow approach to have a strong
impact on a very clearly defined segment of the
market. This tends to make the group you are
aiming at smaller. If you hit them with a
personalized enough message, they will be more
responsive than if you use the so-called
"shotgun" approach with a weak, broad
message that ends up being of low interest to
everyone.
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