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Hub You - Finding and Motivating Your Target Audience: Niche Marketing At Its Best
Promote Your Resume Business Website!While we make our websites to be search engine friendly and easy to navigate, you need to do your share. Resume Businesses on the net are becoming popular, but there is no particular market dominator. This is why everyone has a chance to be successful in the resume business.When a client decides he/she wants a resume written, he/she will mostly go to www.google.com and type “Resume Service”. If your company doesn’t appear in the top 50 results, how are clients going to find you? Google has made it easy to appear on the top 10 pages by offering pay-per-click advertising. While this is cost effective, you must track your campaign very precisely.3 Way to increase your search engines ranking for your resume business are as follows:Build links: Ask other relevant websites, such as writing institutions, recruiter websites, etc to give you a link to your site. Engines like Google, love links. The more, the better. And when requesting these l
HIGHEST VALUE: FAMILY (Is it any wonder the major political parties constantly push "family values," though they carefully *never* define what those values are?)
PSYCHIC WOUND: Traditional values are not happening any more.
KEY WORDS: Picnic, time together, patriotic, family.
Typical comm
Unless you've been hibernating for the last couple of years, you've probably heard the term "Niche Marketing" a lot. It's one of the current buzz-words in online marketing. Which is kind of funny really since niche marketing has actually been around pretty much as long as marketing has existed. But what is it?I recently read somewhere that "All marketing is Niche Marketing".I don't entirely agree with that - I'd say "ALMOST ALL marketing is Niche Marketing".Niche Marketing is marketing products or services to groups of people (or businesses) who have specific needs or interests in common.Obviously department stores and their online cousins don't fit that description, but almost everything else is ...you guessed it; "Niche Marketing".In the physical world, your local butcher, baker and candlestick maker (sorry, a LITTLE joke there - very little), greengrocer, shoe store, etc, etc. all cater to niche markets, some more focused than others.And in the o
TV COMMERCIALS
Have you ever watched a TV commercial and thought to yourself, "Who on earth would buy that?" If so, you've seen an ad carefully targeted at a group which has different needs and desires than you do. If your response was, "Boy! I'd sure enjoy that" or "I'm going to call them tomorrow," the ad had YOU squarely in its sights.
SELLING VIA PAIN
Advertising agencies discovered long ago that the fastest way to move someone into action (buying) is to discover something that is very painful to them, then disturb that person about it. If they stirred up emotions about a wound (i.e., a deep desire going unfilled or an unaddressed fear) and then showed the prospective customer how to heal that wound or fulfill that need through a product or service, the person felt COMPELLED to buy ... buying became a MUST!
This discovery has been refined over the last fifty years into a fine art. The purpose of the following is to introduce you to this system so that you can discover people's deepest needs, wants and wounds and heal or satisfy them with your product/service.
IT WORKS
Advertisers understand this. It helped AT&T increase their long distance calls over 500% in certain areas. This is what helped Dr. Pepper move from the #9 soft drink to #5. Levis 501 Jeans used this information to double their sales in a six month period of time.
As a result of this information, you will:
1. Be able to determine the distinctions used by advertisers
to motivate our entire nation. You'll never see a commercial
again without determining its target market(s) virtually
instantly.
2. Be able to create power levels of rapport by
knowing a person's deepest emotional needs.
3. Be
able to determine who is your actual target market.
4.
Use this information in your direct mail, face to face
negotiations, in and outbound telemarketing, advertising
and marketing campaigns, strategic alliances...and in your
personal life.
FOUR MAJOR LIFESTYLES
There are four distinct lifestyles, the last broken into two slightly differing types.
1. BELONGERS - 38% of the country.
LIFESTYLE: Hard working, 9-5 types. Midwest values, traditional, blue collar workers. They DO NOT LIKE CHANGE. You'll find no Mercedes in this group, no use of crystals. These people are NOT out to change the world. They belong to social clubs, play softball, shop at K-Mart and Sears. Their primary automobiles are - you guessed it - Ford, Chevrolet and Chrysler.
HIGHEST VALUE: FAMILY (Is it any wonder the major political parties constantly push "family values," though they carefully *never* define what those values are?)
PSYCHIC WOUND: Traditional values are not happening any more.
KEY WORDS: Picnic, time together, patriotic, family.
Typical comm
Many people get tempted to use the fancy phrases that they use on a regular basis, in their marketing materials. Problem is they end up speaking “above” their prospects’ heads.I see this use of jargon all too often when visiting people’s websites and in networking groups. My impression is there’s a lack of confidence in there somewhere and people are trying to compensate by trying to sound overly professional or fancy. Well, the result is that not only are people’s eyes glazing over, they’re also probably losing lots of potential clients that way, and not to mention, lots of potential referrals.Only people in your industry know what you mean when you use fancy words that are meant to exclude, rather than include. A potential client is not always part of YOUR industry and as such, they won’t really understand all the technical stuff. Besides, they don’t care WHAT you do, remember? They only care about what you can do for THEM.So, skip the jargon, will you
SELLING VIA PAIN
Advertising agencies discovered long ago that the fastest way to move someone into action (buying) is to discover something that is very painful to them, then disturb that person about it. If they stirred up emotions about a wound (i.e., a deep desire going unfilled or an unaddressed fear) and then showed the prospective customer how to heal that wound or fulfill that need through a product or service, the person felt COMPELLED to buy ... buying became a MUST!
This discovery has been refined over the last fifty years into a fine art. The purpose of the following is to introduce you to this system so that you can discover people's deepest needs, wants and wounds and heal or satisfy them with your product/service.
IT WORKS
Advertisers understand this. It helped AT&T increase their long distance calls over 500% in certain areas. This is what helped Dr. Pepper move from the #9 soft drink to #5. Levis 501 Jeans used this information to double their sales in a six month period of time.
As a result of this information, you will:
1. Be able to determine the distinctions used by advertisers
to motivate our entire nation. You'll never see a commercial
again without determining its target market(s) virtually
instantly.
2. Be able to create power levels of rapport by
knowing a person's deepest emotional needs.
3. Be
able to determine who is your actual target market.
4.
Use this information in your direct mail, face to face
negotiations, in and outbound telemarketing, advertising
and marketing campaigns, strategic alliances...and in your
personal life.
FOUR MAJOR LIFESTYLES
There are four distinct lifestyles, the last broken into two slightly differing types.
1. BELONGERS - 38% of the country.
LIFESTYLE: Hard working, 9-5 types. Midwest values, traditional, blue collar workers. They DO NOT LIKE CHANGE. You'll find no Mercedes in this group, no use of crystals. These people are NOT out to change the world. They belong to social clubs, play softball, shop at K-Mart and Sears. Their primary automobiles are - you guessed it - Ford, Chevrolet and Chrysler.
HIGHEST VALUE: FAMILY (Is it any wonder the major political parties constantly push "family values," though they carefully *never* define what those values are?)
PSYCHIC WOUND: Traditional values are not happening any more.
KEY WORDS: Picnic, time together, patriotic, family.
Typical comm
Rainmakers, top guns, power prospectors, business builders, call them what you will. If there is one challenge that consumes sales and marketing executives it’s, “How do I turn more of my team into this type of business development professional?” Rainmakers know how to keep the pipeline filled with new customers, which is the lifeblood of any organization. Recruiting experienced top guns from outside the company is enormously expensive and seldom works out in the long term. This raises a number of challenges. How can I create more rainmakers on my team? How can I become one? What exactly do the top rainmakers do that makes them so successful?It is very apparent that first and foremost, marketing has to be a part of your daily routine if you sincerely want to become a rainmaker. It can’t be something you do only when the pipeline of new business dries up. While maintaining enthusiasm for new business development is not always easy, for top rainmakers it’s an activity that never stops.A
IT WORKS
Advertisers understand this. It helped AT&T increase their long distance calls over 500% in certain areas. This is what helped Dr. Pepper move from the #9 soft drink to #5. Levis 501 Jeans used this information to double their sales in a six month period of time.
As a result of this information, you will:
1. Be able to determine the distinctions used by advertisers
to motivate our entire nation. You'll never see a commercial
again without determining its target market(s) virtually
instantly.
2. Be able to create power levels of rapport by
knowing a person's deepest emotional needs.
3. Be
able to determine who is your actual target market.
4.
Use this information in your direct mail, face to face
negotiations, in and outbound telemarketing, advertising
and marketing campaigns, strategic alliances...and in your
personal life.
FOUR MAJOR LIFESTYLES
There are four distinct lifestyles, the last broken into two slightly differing types.
1. BELONGERS - 38% of the country.
LIFESTYLE: Hard working, 9-5 types. Midwest values, traditional, blue collar workers. They DO NOT LIKE CHANGE. You'll find no Mercedes in this group, no use of crystals. These people are NOT out to change the world. They belong to social clubs, play softball, shop at K-Mart and Sears. Their primary automobiles are - you guessed it - Ford, Chevrolet and Chrysler.
HIGHEST VALUE: FAMILY (Is it any wonder the major political parties constantly push "family values," though they carefully *never* define what those values are?)
PSYCHIC WOUND: Traditional values are not happening any more.
KEY WORDS: Picnic, time together, patriotic, family.
Typical comm
Promote Your Resume Business Website!While we make our websites to be search engine friendly and easy to navigate, you need to do your share. Resume Businesses on the net are becoming popular, but there is no particular market dominator. This is why everyone has a chance to be successful in the resume business.When a client decides he/she wants a resume written, he/she will mostly go to www.google.com and type “Resume Service”. If your company doesn’t appear in the top 50 results, how are clients going to find you? Google has made it easy to appear on the top 10 pages by offering pay-per-click advertising. While this is cost effective, you must track your campaign very precisely.3 Way to increase your search engines ranking for your resume business are as follows:Build links: Ask other relevant websites, such as writing institutions, recruiter websites, etc to give you a link to your site. Engines like Google, love links. The more, the better. And when requesting these l
2. Be able to create power levels of rapport by knowing a person's deepest emotional needs.
3. Be able to determine who is your actual target market.
4. Use this information in your direct mail, face to face negotiations, in and outbound telemarketing, advertising and marketing campaigns, strategic alliances...and in your personal life.
FOUR MAJOR LIFESTYLES
There are four distinct lifestyles, the last broken into two slightly differing types.
1. BELONGERS - 38% of the country.
LIFESTYLE: Hard working, 9-5 types. Midwest values, traditional, blue collar workers. They DO NOT LIKE CHANGE. You'll find no Mercedes in this group, no use of crystals. These people are NOT out to change the world. They belong to social clubs, play softball, shop at K-Mart and Sears. Their primary automobiles are - you guessed it - Ford, Chevrolet and Chrysler.
HIGHEST VALUE: FAMILY (Is it any wonder the major political parties constantly push "family values," though they carefully *never* define what those values are?)
PSYCHIC WOUND: Traditional values are not happening any more.
KEY WORDS: Picnic, time together, patriotic, family.
Typical comm
Resistance has to do with putting up blocks that prevent us from doing, being, or accomplishing what we want for our business. There are many reasons for feeling resistance including fear of new things or change, fear of failure or success or even fear of not being perfect.When we resist things, sometimes we miss out on opportunities – opportunities to work with new people, attract new customers, or even pursue a new product or service idea which could catapult us to new levels of success.There is a high price for resisting things, for resisting change. It costs us time, money, and energy. It can lead to misused resources, poor performance and decreased productivity as our energies are used to resist rather than to accept change.Moving through resistance is all about having a strong vision for what you want for your business and then taking intentional action steps to consciously move towards that goal. What are you resisting in your business when it comes to marketing your
HIGHEST VALUE: FAMILY (Is it any wonder the major political parties constantly push "family values," though they carefully *never* define what those values are?)
PSYCHIC WOUND: Traditional values are not happening any more.
KEY WORDS: Picnic, time together, patriotic, family.
Typical commercial appealing to this group: AT&T's "Reach Out and Touch Someone" series. They're warm and fuzzy, *very* family and friend oriented and appeal to the desire for connectedness. Family scenes tend to be country and/or small town oriented with lots of children and grandparents. Also recall the Kodak Moments series. Can you see how these ads appeal to this large group? The political ads, conversely, are aimed at how these things are under attack or no longer valued. They appeal primarily to fear.
2. EMULATORS - About 10-15% of the country
LIFESTYLE: Young, the 16-38 age range. They model themselves after successful people. They are money and business motivated, materialistic and "wannabes." They tend to move quickly, feel driven towards success and have strong sex motivated desires. In cars, their choices include Camaros, Mustangs, Firebirds and maybe leased late model Beemers.
HIGH VALUE: Desire to be confident.
PSYCHIC WOUND: Lack confidence (and know it).
KEY WORDS: Someday, I'm going to... I want... Be like...
Typical commercials appealing to this group: Coors Lite. It's action driven, sexy, young. ZIMA Malt Drink follows this pattern. Nike ads, too, featuring Michael Jordan. Cool. Action driven, often young people in the series doing cool things. Especially watch for ads which have young, beautiful and sexy people. Calvin Klein's ads are targeted to this group. And just watch Melanie Griffith in her Revlon series about "Don't lie about your age...defy it." Almost all cosmetic ads are in this group. Notice, too, the driving music behind these ads.
3. ACHIEVERS - Again, about 10-15% of the country
LIFESTYLE: #1 in their fields, know they're the BEST. Economically top performers, $100K+ annually. This group tends to be 40-55 years of age. Their auto choices? Top of the line Mercedes, Jaguar, Rolls Royce. And guess what brand of mustard they prefer?
HIGH VALUE: Being unique, standing out, king of the hill.
PSYCHIC WOUND: Don't want to be one of the pack, part of the herd.
KEY WORDS: Unique, decision maker, leader, international, CEO, prestige, quality, different, take it to the next level, being in the vanguard.
Typical commercial appealing to this group: Lincoln Continental. Note its tag line: "Make Your Mark." Cadillac also targets this group, as do the DeBeers diamond ads which often speak of 25th wedding anniversaries. See how they go straight at this age and financial range?
4. SOCIETALLY CONSCIOUS - (Two types) 10-
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