It’s all about fancy copywriting and Jedi mind tricks to make the sale with your copy, right? After all, that’s what most copywriters will tell you.
However, at least half the battle is won via selection of your audience, rather than how good your message, your copy or your offer is.
If you’ve got mediocre marketing aimed at a highly targeted and well-selected audience, you’ll get great results.
But if you’ve got exceptional, world-class, you-hired-the-best-of-the-best copywriter kind of marketing aimed at the wrong market or even a poorly targeted market, at the very best you’ll get mediocre results.
And odds are, you won’t even do that well.
You need to know who your customers are and where to find them. Who is your ideal client? What do they want, what do they need, what are their objections, and what do they look for in your product or service?
Here’s an easy example – not all targeting is this simple, but it gives you the idea:
You have a pet-related product and so you target all pet owners. That is sloppy targeting, and yet I see it daily.
Or, you have a cat product for senior cats who have chronic kidney disease.
Now you know exactly who your market is – no, it’s not cats with kidney disease, it’s their humans. Talk to them, find out their struggles, fears, worries, problems and so forth with dealing with this disease.
Ask them why they try so hard to keep their kitties healthy rather than go get a new, younger cat (if you’ve ever loved a pet, you already know the answer to that one.)
When you have a product that can help these particular cat owners, you can have a sloppy marketing campaign and it won’t matter a bit – they will buy if your product helps solve their real problem, I guarantee it.
Spend half your marketing time finding out exactly who your market is and targeting those people. Spend the other half crafting your marketing message, and you will have a marketing campaign that meets the mark.