You’re not a large brand.
Coca-Cola can create branding campaigns based on demographics. Apple can. Tesla…
Just as marketing is not sales
Marketing is not the same as branding
Branding: Gets the word out to a large amount of people about you
Marketing: Aims to attract the RIGHT people to your product
Here’s what I imagine everytime I hear someone tell me their course on how to become a consultant is made for anyone 40+ that owns a home and has a decent income
Demographics are a decent starting point but they’re not even close to being enough
Even when you sell a product to dentists on how to get more clients (which I know does poorly as the majority of them want something else)
We are told that there are three main levers we can use
- Make more money
- Save money
- Save time
This is true BUT there’s another question to consider or we cannot position the offer correctly
Do they love or hate what they do?
Now we’re getting closer
- Are they looking for clients?
- Are they looking for better staff?
- Are they looking for less but better paying clients?
- Do they hate their jobs and want to quit if they just had another easy income?
- Do they want afternoons off?
Then once we decide on who we’re going to target we can go for the easy money
What is keeping this person up at night?
- What would they search for trying to solve it?
Now you’re ready to write headlines, hooks, ads (and market with clarity)
Not easy huh?
That’s what I do (and now you as well if you’re playing marketer).
Until next week