Now I know some eyes are going to roll when they see a bold, gutsy title like this. As if there is ONE big secret to creating effective marketing and advertising campaigns.
Yet I believe there is. And I can prove it. By the way, it’s not what you’re probably thinking.
Let me tell a very quick story to illustrate my point…
When I sold financial products and services, which is not the easiest thing to sell in the world, I was obsessed about learning everything I could about selling. Specifically about selling my products. How to properly present, ask questions, overcome objections and close. And all that is very important.
However I noticed something very interesting. We would have a new person come into the business who didn’t know any of this. He was just excited and right out of the gate would write a lot of business.
There were several reasons for that early success, but one of the biggest was the fact that he met with the right people.
You see, in that business our target market was someone who is:
2. Had kids
3. Owned a home
4. Had a full-time job making $50k+ a year (this was awhile ago, it’s probably double that now)
5. Age 25 to 45
We would call these people 5 pointers.
And if I would go meet with someone who didn’t have kids, didn’t own a home and wasn’t married for example, there was very little I could offer them from my services.
There was nothing I could say in spite of knowing 55 different closes, that would make them want to buy life insurance. Because they were the “wrong” market for me.
And yet when I sat down with the “right” market, it was usually a very easy sale. Which is why the new guy could have a great sales month with very little experience. He met with the “right” people.
And this is one of the biggest secrets to successful marketing and advertising.
Knowing and understanding who your target audience is.
Market Research 101
Creating compelling ads has little to do with the saying “the right words”, but more with who you’re talking to, and addressing their needs.
And it all starts with doing market research. And in this case I’m talking specifically about researching your customer – your ideal target audience.
In the world of marketing we call this creating your customer avatar.
- Who is it exactly you are marketing to?
- What age are they?
- What do they do for a living?
- What are their core needs, wants and desires?
- What fears, pains and frustrations do they have?
- What problems are they looking to solve?
When you can answer these few questions, you hold the key to the most important part of marketing…
Meeting your prospects where they are and being able to enter the conversation they already have in their head.
A famous copywriter and stellar marketer Robert Collier once said…
“Always enter the conversation already taking place in the customer’s mind.”
You see, there’s only one thing that your prospect is wondering when they’re looking at your ad, a sales letter, a video, a blog post, etc… they’re thinking – “What’s in it for me?”
Most sales people, just like most ads completely miss this. The worst sales people and the worst ads only talk about their product, and never talk about what’s important to their prospect.
This is NOT the conversation going on in your prospect’s mind.
And you can never win somebody over and sell them anything unless you find out what’s important to them.
Dale Carnegie wrote about this 80 years ago – “The only way on earth to influence other people is talk about what they want and show them how to get it.”
Zig Ziglar for years preached – “You can have anything in life you want if you help enough other people get what they want.”
And there is only one way you can, by knowing and deeply understanding your prospect. Once you do, you’ve cracked the code to creating marketing and advertising that will get the job done and make you a bunch of money in the process.
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