As a marketer of your business, I am sure you’ve heard about the importance of aligning your product benefits to your ideal target customer.
Your goal is to address his or her specific wants and needs and show how your product can fix their pains. A great adage and reminder for all of us is to “Sell them what they want, give them what they need.”
The more you can laser-focus your marketing message to a very specific “who” and specifically focus on their needs/wants/pains, the more profitable your marketing will be.
I’ve written about this and taught it for years. This is Direct Response Marketing 101 stuff, yet I would venture to say it’s something a lot of business owners miss the target on. Rather than trying to weed out a majority of people, these business owners create generic messages that try to be all-inclusive.
The result is bland, boring marketing that misses the target completely.
Recently, I saw a powerful illustration of how one big company aligns its products to its ideal customers and I found it so interesting, I wanted to share it here as a relevant metaphor for your business.
As you read the rest of this article and view the examples, consider how you can do something similar in your business marketing.
For the past several years, I’ve been working out with kettlebells and from time to time, I will tweak a muscle in my neck or back. If the pain were bad enough, I would visit my local pharmacy and visit the pain relief section and be presented with a variety of possible solutions for my aches.
There’s generic aspirin, Ibuprofen and racks of other pain relievers, but the one that catches my eye is the […]