Category Archives: Targeting

If You Can’t Beat ‘Em . . .

. . . you still shouldn’t join ’em.

Read this at Ubereye. Then figure out what you need to do to introduce a whole new color to the spectrum.

A Note on Targeting, and More!

I confess: the phrase “Targeting, and More!” is an oxymoron, as Ubereye points out in this excellent post.

Why is targeting in marketing so hard to do? Why must we feel uneasy when we have to say no to a potential market? Why are we always looking for ways to say “and more?”

It’s because we think too much like sellers and not enough like buyers. Here’s how it works:

  • Sellers don’t ever want to say no. Buyers are begging for reasons to say yes.
  • Sellers want to have something for everyone. Buyers want to work with experts.
  • Sellers are motivated by commissions. Buyers are motivated by benefits (usually emotional ones).
  • Sellers can’t stand the thought of missing out on a sale. Buyers like getting lots of attention from someone who has time to focus on them.

Success happens when buyers find their kind of seller, not when sellers find buyers. Start constructing your messages to attract the right buyers, something they want as a buyer rather than something you want as a seller, and selling will be easy.

But it starts with a definited target. Period. No “and mores.”

The most interesting line from this post:

“If you Google the phrase “and more” and you’ll get over 800,000 hits (if you Google “and much, much more” you get 1.4 million hits!)”

Weekend Reading May 25 – 28

Here’s another edition of ‘Weekend Reading’ with lots of great links worth at least a minute or two of your time:

  1. All You Can Eat Baseball? A story on Yahoo detailing how the L.A. Dodgers are doing well with a new buffet seat at ballgames. Seems like a great idea – I would be a sucker for it every time. Great example of taking something that seems to be set in stone and doing it a different way.
  2. Real Meaning of Genius: Tom Asacker’s got an excellent post about how genius has more to do with doing and risking and less about knowing. It’s full of excellent quotes, like Oscar Wildes’s “An idea that is not dangerous is unworthy of being called an idea at all.”
  3. The Differentiation Trade-Off and Marketing to Values: I’ve said it before, and here it is said even better. If you’re aiming for a target, you’ve got to pick one and neglect the rest.
  4. Miss USA Falls Down: OK, I’m sure you’ve seen this one by now, but just in case you haven’t . . . . Priceless. My question – how did Tony Romo become a judge?
  5. How to Cure Your Bad Breath in 12 Minutes: I don’t think this is an issue for me, but you can never be too sure. Something about the headline drew me in, so maybe it’ll work on you, too.
  6. Why Do People Refer?: With word-of-mouth being all the craze, answering this question seems to be all too important. The duct-tape marketer has a great post leading the way.