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How to Hit Your Target Market Bullseye Every Time
CORRESPONDING CUSTOMER: ME
My experience as a customer made me think about how health food retailers seem to ignore me.
I am in the segment of the market that is labeled as “angry adults” (GOMs).
Of course not.
I know I’m in it because my wife keeps telling me so. The past. Angry. Curmudgeonly.
And I feel neglected by the support companies.
For one thing, I have subscribed to a lot of online articles about mental health. The messages I receive are always so unusual that I feel the businesses sending them don’t even know I exist.
This is amazing, because it shows the top two ways of being a good customer.
First, I have a budget that I allocate to supplements.
Second, I am very concerned about how to reduce the problems associated with aging.
It’s just the beginning.
If you do your research well, you’ll find some useful marketing tips for me and my fellow GOMs.
Like everyone else, we have certain things that we need. We want to feel valued. We want you to get to know us and acknowledge our serious health concerns.
Talking to me and my fellow GOMs will also tell you that we don’t consider ourselves “old.” We underestimate the feeling of being unimportant or excluded from youth culture.
We are very concerned about longevity.
We are readers and information seekers. This behavior alone makes us responsive to marketing.
Well, there are some great things you can use to persuade me to get to know you, like you, trust you…and buy from you.
GOMs represent more than 10% of the US population. Adding women our age to the equation increases the size of the market.
I am more than a customer who feels neglected.
I am also a trader who has found out how to market my share. And the method I discovered works for all other market segments as well.
My experience with paid newsletter marketing reflects my findings.
The interest rate continues to be around 30%, and we have also increased enrollments by around 75%.
It’s the best conversion rate and the lowest drop rate.
What I did was scan my free subscription list first to find one person – my fellow seniors who share my health concerns.
I then sent the group to a landing page designed to meet their needs.
HOW TO GET USED
What I have described above is very popular among marketers who use email.
This process is known as series partitioning.
In other words, drawing one part of a large list of subscribers, and meeting the requirements of that part.
Conceptual is not unusual. It boils down to the old marketing adage of finding what people want, and then giving it to them.
What I did has three important components that apply to all markets.
1) Define and select the desired field from the extended list.
This is easy, as email services have already established technical standards for list sections.
2) Create compelling ad copy that pushes all of the segment’s hot buttons. This is important to get your target audience to do what you want them to do – for example, buy your products.
In short, this step is all about communication. If the interpretation of Anthony Robbins is correct (and it is) – communication is the result you get.
If people aren’t buying, you’re not communicating.
3) Rinse and repeat every part you want to hit.
There is no limit to how many fields you can define in your list.
I have mentioned only a few. The number seems infinite.
My best writing mentor, Joshua Boswell, once said that he divided a customer list into 72 segments. 72 !
My experience is not unusual. It’s a familiar story that touches every aspect of business in every industry.
Wait, there’s more!
BONUS PROFIT TO YOUR ROI
Uncovering high-value customers through listings also has a profitable side. It helps you weed out ‘deadbeat’ subscribers.
I don’t mean to be cynical here. In fact you probably built your list based on a piece of bait, a free offer of some sort. That’s a good start. People love free stuff.
However, most people who get free information will not buy from you. They will even ignore your emails, let alone unsubscribe. They just cycle through your list forever, never buying anything.
While this can be confusing and frustrating, it can also be expensive. Email hosts pay more as your list grows. Eliminating ‘non-buyers’ allows you to narrow down the list of actual and potential buyers.
Therefore, the costs can be large. And spending time and money on the remaining ones can increase your ROI.
So far I have only explained the parts of the series and what you can expect from them. It’s obviously a key step behind successful email marketing.
Of course, all the top bells and whistles of the series’ episodes still rely on persuasive copy. Ultimately, it’s what drives any marketing strategy, no matter the platform.
That’s how I enter.
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