In today’s crazy media inundated world, we are overwhelmed with far more information than ever before.
TV (both network and cable), radio, the Internet, tens of thousands of blogs, newspapers and magazines, faxes, e-mails, cell phones, Apps, multiple 24¬hour news and sports channels, newsletters, etc., etc., etc.
Even worse, each source of information is screaming louder and louder to get our attention because without your eyeballs and clicks they won’t make a dime.
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 because 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.
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.
After doing some research we discovered that over 14,000 couples divorced every year in the metro Detroit area, where we are located.
Now, 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 “back-end” financial planning commissions from the insurance and investments that are made for the divorcing couples.
Since divorce typically is a very private issue, we are marketing by using a referral system.
Divorcing couples 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 that have a relationship with us.
Why, because typically, these are the people that divorcing couples go to for advice.
Do you know who your ideal clients are and where to find them?
What are you doing to target your clients and prospects precisely?