In Marketing there is a saying; ‘Give them what they want, not what they need.’ As a woman, I like people to give me both. I feel as though it is acting with integrity and sometimes, what I think I need might be what I really want because I may not know enough about a subject or topic to fully understand what I need. That means, I am trusting you to give me both.
This isn’t like treating yourself to that new Louis Vuitton purse. That is a WANT! But, rather, do you NEED something in which you can place your valuables and wrap around your body when you jump in and out of your car? Would just any purse due? Probably. But would a cross-body Louis Vuitton be what you WANT and what you NEED? YES!
But the only way you can really get someone want they want, and need is by knowing your customer and aligning your product and service with their exact desires and needs.
So how do you do that?
Well, the first thing is to define your customer, your Avatar. Who is she? What is your product or service and who do you want to serve with it? Whose problems do you want to solve?
Next is being seen where your customer is looking. This sounds like a no-brainer but if so, then why are you only advertising on social media if your customer is more of a hard copy media consumer? Should you be advertising in a magazine or buying a subscription list? Maybe billboards would serve you better or ads in a local newsletter or flyer? Define the top 3 areas where your Avatar spends the most time and that is where your marketing should flourish.
Once you have defined your customer and know where they are looking in order for you to market in the right areas, you have to be sure your message matches your market. If you are advertising energy drinks for women over 50 (Oh yes- please!), then you wouldn’t be showing 20-year-old men and women in an ad saying, ‘Party all night long!’ More than likely you would take out an ad in a magazine or on Facebook that shows a women in her 50’s or 60’s dancing with a spouse, playing with her grandkids or hiking with girlfriends. And your slogan might be ‘The natural way to step back into your energy!’ Think about what appeals specifically to your audience both verbally and visually. And always keep in mind, you may not be your customer!
Fourth, is consistency. I could say this about everything we do. Consistency is Freedom. Habits are Freedom. Once you know your customer, where they spend time and the right message, be consistent with your messaging and your marketing. Create a cycle of communication that yields the results you are after and keep with it. Don’t change it until you exceed your goal and then, you can start to expand on your message, your marketing platforms and even your customer.
Lastly, Track it. You can only measure your success if you can track it. Use a spreadsheet, an app, a notebook or whatever resonates with you to track everything you do. It will help you to build your systems but also track your results and ultimately your success!
And since you are all such W.I.N.-Hers—I know you got this!
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Sincerely,
Karen Schaefer
Founder of W.I.N.; the Women’s Wealth and Impact Network
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