What is an audience, a bias, audience bias…? Nah, let’s sell everyone and it will be fine!
I’ve seen this mistake happen in most local businesses out there, burning massive amounts of their marketing budget.
Most probably it’s bugging your business and burning your marketing budget without you noticing it.
I’d say you can easily double your marketing results if you avoid it.
By the end of this article you’ll be able to spot it, correct it and vastly improve your results.
What Is Targeting Everyone?
We’ve all seen businesses succeed by selling everyone, coca cola, starbucks,…
Yes it is easy to get such results when you can spend half a billion dollars per year as a marketing and brand awareness budget.
We as local businesses don’t have these capabilities, we have to find our target audience.
What Is A Target Audience?
An audience has its own bias, triggers, thinking… .
Do you sell for men, do you sell for women?
You sell for a certain age group?
Or for someone with a certain interest?
Maybe you sell someone with a certain haircut?
Marketing is not just about ads and showing up in front of people, it is more of knowing who to show up in front of. Who to talk to, how to talk to, why sell them this way.
There is this marketing example that portraits this perfectly:
There was a motivational speaker in the 60’s, who gave seminars in various cities.
We all know back in the 60’s there was no internet, no fax machine, very little targeting tools.
He started to notice that most of his audience were men who had a crew cut, and that was the bias for his audience.
And this guy before any seminar would go up to the barbers in this city, ask for a list of people with crew cuts and mail them a proportional offer.
This boosted his response enormously, because there is always a bias.
How You Can Benefit From this.
If you can talk to the right people, you will get a response rate that is higher than anything you can get in a mass market.
We don’t have 100’s of millions in budget to spend on marketing.
We want to make sure that we are talking to the people that are most likely to buy from us.
Their bias could be gender, clothing style, language, specific haircut, it could be anything that you often see among your customers.
The most important element here is language, you have to understand how they communicate so you’ll be able to let them understand your message clearly.
You can do this by reading your reviews, your competitors reviews, social media comments, try to find it wherever you can.
Do some background research and try to understand who these people are.
Our ideal aim here is when our target sees the ad to feel and think that is for me, this man understands me, he gets me, this is my problem and this is my situation… .
And understand that your product or service isn’t for everyone it is for a specific segment of the population, and the more concise and clear the segment is the better your results will become.
If you want to see how we would do this in your business, and how we would find your audience and their bias, contact us today for better marketing results.
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