“Find out all you can about your prospects before you call on them: their general living conditions, wealth, profession, hobbies, friends, and so on. Every hour spent in this kind of research will help you impress your prospect.” –David Ogilvy
Because getting to know your prospect is a critical part of your marketing.
In fact, I’d go so far to say that is the number one secret to writing a successful promotion.
When you know who you are selling to, you can create a specific marketing campaign that gets past your prospects natural resistance to selling. It allows you to match what you are selling to what they want.
You can increase sales and give your promotion an edge over competitors who don’t take the time to know and understand your prospect.
Plus you’ll be able to connect with your prospects and customers on a deeper level –which means not only will you be able to sell to them, you’ll be able to turn them into loyal customers in the long-run.
The tricky part is that when you are selling online or through direct mail you can’t see who you are talking to. You can’t see their age or gender or what car they are driving, like you would if you were selling to them face to face.
So what do you need to understand and look for? There are multiple layers to your prospect …(Tweet this!)
- This covers things such as your prospects age, gender, income, and education. For instance, you might uncover that your ideal prospect is male, aged 40-50 years old, earns $100,000, and has a 4-year college degree.
- This digs into where your prospects live such as the city, state, and country. This can be broken down even further to specific neighborhoods or types of areas, for instance rural vs. city.
- Here’s where you dig into your target market’s attitudes, values, beliefs, and lifestyles. What they desire and what keeps them up at night. What their religious, political and other beliefs are and so forth.
Learn all you can about the people you are selling to. Find out what makes them tick. Because if you want people to buy your products and services, you have to know what makes them motivated and what will make them take action.
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