I was listening to a Dan Kennedy audio book this morning (I can’t remember which one as I have a series of them stored in iTunes that shuffle for little bits of Dan wisdom as I workout) and he said something that made me stop, get a pen, and write it down. (As he so often does)
It was so simple. And yet profound.
And it almost perfectly summed up a monumental mistake I see so many making in their marketing.
What he said was this:
“Whether by strategy or by default you do pick your customers”
And here’s why.
- If you never put any thought into WHO your ideal target market is (aka customer avatar) then you leave it completely up to chance (aka default) that they’re the ones that are going to walk through your proverbial front door
- And if you never put any thought into WHAT messages, offers, or calls-to-action, are the most likely to get them to call, click, or stop-on-by, then you leave it completely up to chance (aka default) that they will even care about your message.
- And if you never put any thought into WHERE your ideal customer spends their time (both online and offline) then you leave it completely up to chance that even if you did get the market to message combo right… it’s highly unlikely they would ever even have the chance to see your message.
Marketing is all about focusing on 3 things
Doing the right things, in the right place, for the right people.
In other words:
- Doing the right things (message – the first M)
- In the right place (media – another M)
- For the right people (market – our last M)
Get that right and the money will rain down from the heavens (or something to that effect).
But get it wrong and no amount of money spent on Facebook Ads, starting a podcast, or launching a YouTube channel will save you from the invisible hand of the market.
Need help sorting all this out? This may be a good place to start: https://adamerhart.lpages.co/opt-print-newsletter-waitlist/