Sometimes I see websites with cute names and clever taglines. The homepage is emblazoned with company copy; telling the visitor what awards they've won, how excited people are with their services or how to find them all over the web. They graciously invite us to sign up for everything.
But I can’t or I won’t sign up until I figure out what’s in it for me.
And this is the sales thing. It’s so easy to forget that we're attempting to promote and sell our product to humans. And as humans one question reigns supreme; how are my needs being met?
It’s all about self-interest. So where we love the pretty colors and clever company names it’s not enough.
You'll get your target market’s attention if you remember to sell the benefit, not the features. I know that’s really old school but it’s also proven. Make the case to your customer or client that they'll feel smarter, healthier, prettier or wittier with your product or service and they'll follow your lead.
Indulge me as I throw out one more pertinent old school adage; “Don't tell me what you do, tell me what you can do for me. “
Hiding in plain sight.
Now, let’s talk about finding your audience.
I have a new entrepreneurial group I want to serve. I have the information they desperately need and can deliver that information in a communication style that connects. But I'm not certain where they hang out.
How do I find them and grow the market?
It’s really very easy. Find someone within the market and ask them where they go for information. Where online? What magazines? Radio stations, etc. Interview people within the market and they'll tell you all you need to know.
Then plant your seeds in that soil and prepare for a harvest.