Marketing Basics: Conversing with Your Target Audience
When you get right down to it, marketing is just creating a conversation with your target audience. You can spark this conversation in any number of ways: blogging, sales letters, TV/ radio ads, print materials, websites, and social networking, to name a few.
So, what can your business do to get a successful conversation started with potential customers? Here are a few tips to help you out.
• What is worth talking about?—The first step to starting a successful conversation is figuring out what your target audience is interested in talking about. In other words, you need to find their pain point. What needs do they have that you can help them fix? In all marketing collateral, your goal is to connect with that need (or pain point) immediately. That’s how you’ll capture their attention and show them that you understand them.
• Personalize the conversation—Whether you’re writing a sales letter or a Tweet, you need to personalize the conversation as much as possible. This isn’t just limited to throwing in the word “you,” but that’s a good place to start. You can personalize the conversation further by tailoring your communications to each specific niche. For example, I often send out direct males sales letters as a way to get clients for my copywriting business. Now, I don’t just send out one generic letter to every prospective client. Instead, I write letters aimed at each niche. I’ll write one letter aimed at real estate agents and another different letter for lawyers. By tailoring your message to a highly niche audience, you’re able to get more personal and connect better.
• Ditch the corporate speak—If you want to really have a great conversation with your target audience, you have to stop with the industry jargon and the “pat yourself on the back” corporate speak. No one wants to hear you talking about how great your company is. Remember, all your audience cares about is “What’s in it for me?” So, just talk to them like you would with a friend. Be yourself, and the connection will be created much easier.
• Give them a forum for talking back—While sales letters, TV ads, press releases, and websites are all important pieces of your marketing puzzle, you also need to engage in marketing medium that lets your target audience talk back. After all, a conversation does require 2 people, right? That’s why blogging and social networking are such powerful tools. They create 2-way conversations that help you build relationships with your target audience. They’re also great resources for learning more about how your target audience thinks and speaks.
What do you do to get the conversation started with your target audience?