Marketing to the right customer is critical to your success. If you own a cupcake store, and don't have sugar free or gluten free, marketing to diabetics and people with celiac disease is a waste of time and money isn't it?
So who are you marketing too?
Jeff Walker taught me a great little exercise. It is a two part exercise that I do every time I create an ad or copy for a client. First I define the business and then I define the customers. I only write to the things that overlap the two.
Within that overlapping area is the image of the perfect customer. I grab a photo from the internet of someone who I might or might not know, and imagine they fit this profile. I then start writing. I write as if we are talking to each other at my desk.
For each customer I have two phrases or keywords. For GetTheBugOut.com I have Termite Tenting and Termite Repair. As I write for them I look at the article or ad and ask, "Does this help the you (the person in the picture) decide on a Termite Tenting or Termite Repair company?
If not, I keep writing, until it does.
The picture is the perfect customer, the who of your ad and your marketing. The keywords are your why. If there isn't a who and a why there isn't anything to market.
Figure out your who and why before you write or buy any advertising, and you'll find your returns are a lot better.
