One of the most important parts of marketing is deciding who you want to attract to your business. Please dont say everyone. Do you want shoplifters? People who regularly return everything they buy? The people who only buy the very cheapest thing & then complain when they break it because We paid GOOD money for that! ? Think about your most profitable customers ..
Wouldnt you like more of them? A lot more?….. read on
In my business , the most profitable customers are home owners who are ages 35-65, drive later model cars, have credit cards, have jobs, buy quality, are fun to talk to, and are not afraid to spend a little more to get a lot more. Why? Because the people in this group spend more with me. Its that simple.
The people you want may be different. If you sell Baby Pictures your market is limited to parents & grandparents of babies.
My criteria for desirable customers seems to include everyone, doesnt it? Nope. Ive excluded over half the residents of the county we live in.
And heres a secret about advertising to a select Herd of customers .you need to exclude some people in the ad. The more people you exclude, the more exclusive your offer will appear to the customers you are trying to attract.
For example; you can say If you are happy with the performance of your___then this offer isnt for you. For people with pets who shed..and nobody else!
No Lay-a-ways or hold backs at these prices.
If you sell heaters For people with high gas heating bills only!. Would make a decent headline.
If you would rather waste your money buying expensive filters, this vacuum cleaner isnt for you. For people who have already wasted money of 5 or 6 cheap vacuum cleaners, and want to start getting their moneys worth, read this! This would be targeting people who are old enough to have bought 5 or 6 vacuum cleaners.
We need vacuum cleaner trade-ins! Only read this if your vacuum cleaner still runs and is 5 years old or newer If I may be so bold, thats a great headline if you sell vacuum cleaners. It sounds so exclusive. But think; everyone has a vacuum cleaner. They all still run. With the junk sold in the Big Box Stores, most vacuum cleaners are about 5 years old or newer. What youll get are also people with older vacuum cleaners who will lie to get in on the deal.
Of course, you will really let anyone buy from you. We arent fools. We arent personally prejudiced. But you want to attract the most profitable buyers, if youre paying for the advertising. And one way is to offer them exclusivity to your offer.
And part of Exclusivity is Excluding (notice how the words are almost the same?) part of the population in one way or another.
As an experiment, go to www.match.com. Its a membership website for singles to meet. The personal ads are very instructive. For example; click in that you are interested in women earning $50,000 a year or more between the ages of 45 & 60. Youll get a whole different set of likes & dislikes, than if you go to women 20-30 years old earning less than $25,000 a year. Im not kidding about this.
People think differently at different ages. They think differently in vastly different income ranges. The best ads (and believe me, these are ads) tell exactly what the person wants and even more importantly, what they dont want. No smokers, no unemployed, no separated, etc. After the novelty of it being a dating site wears off, its very instructive