Secret No. 10: How Many Things Are Competing For Your Attention Right Now?

How Many Things Are Competing For Your Attention Right Now?

In today’s world, we are overwhelmed with far more information than ever before.

TV (both network and cable), radio, the Internet, hundreds of newspapers and magazines, faxes, e­mails, cell phones, PDAs, multiple 24­hour news and sports channels, newsletters, etc., etc., etc.

Even worse, each source of information is screaming louder and louder to get our attention.

All of this information and “noise” makes it very important that you target your marketing precisely to the people who actually want to receive it.

Precise, targeted marketing is indispensa­ble for every business. When you know exactly who will buy your products or services, you can save thousands of marketing dollars by directly contacting only those people who have an ‘affinity’ to buy what you are selling.

Target your marketing where you know that your typical customer will be looking.

“Genius is recognizing the
uniqueness in the unimpressive.” ­


Example: I wrote a marketing plan recently for a group of financial planners who had developed a system of advice for couples who are going through a divorce.

We did some research and found out that over 14,000 couples divorced every year in the metro Detroit area, where we are located.

Even if we were only to sell the planners’ services to 1.25% of these couples, at an aver­age profit of $750.00 for the services and materials involved, the revenue in the first year would be approxi­mately $273,750.00.

That’s just the tip of the iceberg. The real income is made on the “back­end” financial planning commissions from the insurance and investments that are made for the divorcing couples.

Since divorce typically is a very private issue, we decided to market using a referral sys­tem.

Divorcing couples can locate my clients’ services through religious organizations, community and govern­ment organizations, business organizations and associa­tions, real estate associations, hospital and medical organizations and associations, arts and humanities organizations, CPAs and enrolled accountants, family marriage counselors and psychologists, and estate plan­ning specialists.

Typically, these are the groups that divorcing couples go to for advice.

Do you know who your ideal clients are and where to find them?

What can you do to target your clients and prospects precisely?

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