Earlier this week I introduced the idea of an irresistible offer to you. To review where we’ve been, check out my blog post from Tuesday. We’re going to pick upwhere we left off here.
When crafting an offer, the very first thing you mustconsider is your target audience. An offer that doesn’t resonate with your audience will not be successful,no matter how good you think it may be.
But how do you make it resonate? Your offer mustmatch your target audience’s interests, needs andmotivations. For the ultimate success in matchingthese three areas, you must find a starving crowd and segment your list(s) using geographics, gemographics and pyschographics (buying habits).
Geographic targeting is probably the easiest to defineand recognize so we’ll start there. Geographics is the physical area which you can serve, or the effectiverage your business has. How far will your clients cometo you, and how far will you travel to them. A window washer may have an effective range of a 15mile radius around his office. A real estate agent itmaybe 25 miles.
These are certainly not limited to your local community. Most people would consider a dentist to be a “locals” only business. However, I personally know of a handfulof dentists who have clients fly in from all over the country to specifically visit their offices. It all dependson WHO you’re marketing towards, and the specificmessage you put forth.
I also know a retail store owner who sells parts and accessories for race car drivers. He’s able to travelto a different track on race weekends, wherever thebiggest race of that weekend is held, and open hismobile shop. Because he’s willing to travel to exactlyto where his customers are located, he has extendedhis effective range.
Next week we’ll discuss the ways you can segment yourlist and create an Irresistible Offer using demographicsand psychographics.
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