Which is most important in marketing?…
Your message, the offer you make or the audience you target?
Correct answer = the audience you target
Because if you try to sell meat to a vegetarian, your conversion rate is going to be bad.
It doesn’t matter how persuasive you are.
It doesn’t matter how good of a deal it is.
They are not interested.
On the other hand, if you try to sell veggies to a vegetarian, your message doesn’t have to be very persuasive. And you can even sell them at a premium (ask Whole Foods).
The first question we should ask is “who do we serve?”.
The job of a business is to solve specific problems in a specific market.
The job of marketing is to communicate how we help people.
So first we have to know our prospects well enough to know what they WANT to buy.
In this case, they WANT to buy something that makes them healthy. If that describes our product, then we know we have something of value that we can sell.
Then in order to sell that product, we have to find the people who are interested in veggies.
Targeting the right audience is the single most important element in marketing.
Followed by the offer.
Followed by the message.
Thanks for reading, I hope you put this to good use. Whatever you do, don’t let it distract you. There are many good ways to achieve your goal, but only 1 best way.
Think of it like a bridge. If you had to build a bridge to get you from where you are at, to where you want to be, what would it look like, how much money would it cost, what material would you use?
This should help you decide...
Imagine the Grand Canyon. You are on one side of the canyon and your pot of gold is on the other side of the canyon. Maybe you want financial freedom, maybe you want to enjoy your work, maybe you are trying to raise money for a cause, whatever your goal is, the only way to get it is by building a bridge.
The problem is, we live in a day & age where opportunities are everywhere. It's hard to decide which one is best. And when we do, another opportunity comes around & distracts us from the project we are currently working on.
This results in a dozen half-built bridges.
Imagine if you had poured all those resources into one single bridge.
The way out of this trap is to pick one bridge... and only one bridge. Maybe it's Facebook advertising, maybe it's copywriting, maybe it's email marketing... it could be any single bridge.
The most important factor in making your decision is determining which bridge is going to be the best way to get your pot of gold.
Here is why this is so important....
Once you finish 1 bridge, you not only get your pot of gold, but you also create an income stream that will provide you with the money, time & energy to build another bridge.
Now you can hire people to build your 2nd bridge & your 3rd bridge & so on. Here is the problem...
There are hundreds, even thousands of bridges you COULD build.
This leads to analysis paralysis. You can't decide which bridge is the best bridge, so you go back to what you were working on & stay stuck.
That is exactly why I wrote a quiz for you. I want you to get clarity around which bridge to build first. All you do is answer a dozen questions & a couple minutes from now, you will have clarity.
Click here to see the quiz.