Are you marketing to qualified prospects and clients?
For some of you further along in your business, this might sound a bit elementary, but it’s a very vital thing I’m sure you’ve heard touched on before by other marketers.
You can know something, but do you really understand it? You can assume you know something, but your actions speak louder than words.
When you want to target a client, the message to market is very crucial. You don’t want to try to push your product or services on anybody that doesn’t really show interest in what you have or need to sell.
You want to set up a marketing strategy so you get your message in front of the right audience. You want to make sure they’re the ones that are pursuing you based on what you have to offer.
I don’t care how good your marketing or copywriting is, if you don’t get it in front of the right audience, you’re wasting your time.
Taking your message to the right market of qualified prospects and clients.
You will not get the response you want to get if you don’t put it in front of the right market.
A perfect example of this is we recently did two trade shows and, although they were both hair shows, one trade show, the clientele was more of a show where the attendees dealt more with relaxed hair, wigs and weaves. The second show dealt more with natural hair and skin.
For both of these markets, I was brought in to do a workshop on skin care for the ethnic market, but what I found was the trade show that was geared more towards the natural hair and skin care side was more message to market match than the other show.
So when you’re looking at message to market, you really have to know your demographics. This was the same ethnic group, but still a different demographic within the same market.
Will free samples attract qualified prospects and clients?
You want to carefully watch your ROI (return on investment). At these tradeshows, we were in the habit of giving out free samples of our product in exchange for their contact information.
But we found that when you’re just there handing out free samples, a lot of times that’s what it’s all about. They’re not really interested in the product itself.
So be careful when you do this. If you do decide to give out free samples, make sure you give them to people who show a real interest in what you have.
Don’t just stop people walking past your booth and hand them a free sample. You’ll find you’re just wasting money, because, later on, when you try to add them into your database, they won’t opt-in (with services like Aweber, prospects are required to double opt in when they subscribe to your mailing list).
Try to make sure that the people are interested in what you have and your ROI will increase.
To educate yourself to this message to market match, when you’re watching MTV, watch how they advertise acne products, surfing products and clothes because they have a young audience.
If you watch a channel like TCM, you’ll see a whole other message geared towards that demographic.
The same applies to radio and print ads. Also, make sure you look at your keywords that you’re using in your content.
What is message to market?
Message to market is when you’re speaking the language of the consumer that needs or wants your product.
You’ve said something in your copy, podcast or video that caught their eye/ear, now they’re willing to give your product a chance to be the solution to their challenge.
Finding qualified prospects and clients will be the lifeblood of your business.