“Modern marketing is about matching up with the worldview of your ideal customer. Outside of a monopoly, there is no such thing as marketing that appeals to everyone.”
For today’s Listen, Copyblogger’s Sonia Simone discusses the importance of visualizing a vivid “Who” — the human being you want to reach. Generic marketing doesn’t work if you don’t have the funds of, say, Pepsi, who can market to everyone and anyone. They tried this and failed miserably, but they can afford such a major flop.
So, how do you get the right customers for you and your business?
- Visualize your perfect customer with a detailed psychographic profile — who would you like to talk to in your marketing?
- Do a word sketch of your person — catch all the quirky details about them. Do they say “pop” or “soda”? What do they care about? What do they value as a human being?
- When you communicate to the right “Who”, you chase everyone else away, and that’s actually a good thing
- Who you’re turning away is just as important as who you’re attracting
Tune in to this short podcast for more fundamental advice and first-hand experience from Copyblogger!