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- Feature: Target
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Notes
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RUMBLES
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RUMBLES is
an ezine for advertisers,
providing useful information about online marketing and
advertising. We help you save money and time, by sharing ways
to improve your online advertising results.
Notes from
your editor:
Your feature article is a blast from the past.. but it's still a good
one. There are a few things to think about before
you start promoting your business with paid advertising. Your target is
just one of those...
1st
Things 1st... as Franklin Covey would say.. :)
I
hope you gleen something useful from it.
Rhonda
Top of the Food Chain Thinking....
If you don't like your attitude... do a
philosophy check...
Develop a YES! Attitude. There is a subtle difference between a
"positive" attitude and a "yes" attitude. Both are GREAT, but "yes" is
a bit more powerful, because it assumes that everything will start with
"yes," even when it's "no".
A "yes" attitude helps you formulate the response in positive form. A
"yes" attitude is more declarative . It tells people in a word that
their expectations will be met, and somehow your answer to whatever
that want to hear "yes" and if you think of yourself as "yes" person,
not only will you be in a positive frame of mind but you will also have
positive expectations.
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| Feature Article.. |
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TARGET Your Market and Define
Your OBJECTIVES
by Rhonda Hailey
We have all written ad copy on the fly and even gotten results with
them.
But when you start paying for quality advertising, you will want to use
a well
thought out sales letter. Even free advertising can produce well with a
little
planning.
Take the time to plan your campaign.
Two heads are better than one for this... and it can actually be fun.
Get your
sales team, or even your spouse and kids into the act. (Kids bring a
fresh young
perspective to the table, that can help you see things differently :)
They are
usually much more right brained than adults. Be sure to openly
appreciate their
input, even when it doesn't seem applicable. At the least, you will
enjoy a few
good laughs together.
1. Make a list of BENEFITS derived from your product or service.
Get creative, and
make a huge list. You can
go back and clean up your list or better
define it
later. Describe your benefits in short
sentences or in
three to five word clauses. (these work
best when
adding BULLET points to your sales
letter or ad copy.)
2. Make a list of the types of people or WHO you are marketing to.
Who NEEDS what you are promoting. Who will
be INTERESTED in your offer. Who will
BENEFIT
the most from your product or
service.
If what you are offering includes an
income opportunity,
you will have two clearly different
markets with some
overlap. Plan 2 campaigns to address
those who are
only interested in your product or
service. Then plan
another to address those who are more
interested in your
income opportunity.
3. Where will you find the folks on your lists? Where do they go?
What do they do? What do they read? What
other products and
services do they buy?
This information will help you
determine where to purchase
advertising space, swap ads or work out
piggy back deals -
commonly referred to as Joint Ventures.
* Remember the movie "Daddy Daycare"? Cute movie and an
excellent example of target marketing.
The Dads promoting their NEW daycare passed out their flyers to Moms
(with children in tow) at their local grocery stores, salons and karate
and
dance classes.
Our target market is not always this narrow and if you are marketing
online, certainly not contained in one small geographic area
like Daddy
Daycare's. BUT, the listing and characterizing process will definitely
help
you
make better choices when planning WHERE to Market, and most
importantly Where to SPEND your precious advertising dollars.
The next step in planning your campaign involves your objective.
First decide exactly what it is you want the result of your ad copy
or
sales letter to be.
* Do you want to get your reader to request more info,
or subscribe to your info series or newsletter?
* Do you want them to click through directly to your site?
* Are you taking a one time shot to CLOSE the sale Now;
Or do you hope to develop a long term relationship?
Once you are clear on your objective you can set about the
business of getting your reader to take the desired action.
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Up!
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