Marketers: Who loves you?

December 14, 2008

Marketing Heart

Market to those who love you.

Ever notice how, in our youth, we always seemed to want to date the people who wouldn't give us the time of day, yet we ignored those who expressed adulation for us? The paradox is that had we won a date with that pedastal'd person, we would likely have found ourselves trapped in a thankless relationship, while the adoring person would have enriched our lives through a mutually rewarding relationship. I'm surprised at how much time and effort is wasted trying to attract customers who do not want what is being sold.  Smart companies market to segments that already want what they're selling. This goes beyond the niche in that you're striving not only to identify who would be likely to benefit from your product, but those who already know that they want your product. Naturally, this is part of a larger, branded effort; one in which you find the "easy sales" first and work on the "tough sales" once you've established a robust and satisfied base. The testimonials and case studies of this base can be used to influence the tantalizing targets whose attention you've already spent so much effort vying for. Some people are simply afraid to take the first step. You can bridge the gap for them. They're already enamored with you, so all you have to do is ask. How do you define your target audience?

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About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

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