Written by: Stan Mann | Results Producer
I chose a target market to sell my services to. I started addressing this specific market—business owners.Your message is much more appealing when focusing on a specific group . It’s like the difference between, “Hey you,” and “Hello Mr. Businessman.” My advertising material became even stronger when I was able to say, “Hello Mr. Financial Advisor.”If you’re a financial advisor, you’ll grab the reader’s attention if you are able to say something like: “I help Boeing executives with their plans to retire,” as opposed to, “I help people with their plans to retire.”Let’s take a look at how this works. Just for the sake of illustration, we’ll assume that you have some Boeing executives as clients and understand the ins and outs of their retirement packages. We’ll start out with the weakest message and keep making it stronger. I’ll put a prospect’s probable thoughts in parentheses. “ I do retirement planning .” (Who for? Are talking about your own retirement?) “ I help people plan their retirement .” (Oh, you’d help me with my retirement.) “ I help executives plan their retirement .” (I’m an executive. You must be better than the guy who just helps people.) “ I help executives at Boeing aircraft plan their retirement .” (I’m a Boeing executive. I might talk to you.) “ I help Boeing executives choose their retirement options wisely and reach their retirement goals .” (Sounds like you really knows your stuff. I’ve got so many choices I’m not sure what to do. Let’s talk.)A Boeing executive will ignore the first three messages. You can see how he would get interested in Message 4 and really be grabbed by Message 5. If you specialize in working with Boeing executives, you have a killer marketing message with something like the last option.I know you’re worried that a Ford Motor Company executive might read Messages 4 or 5 and move on to somebody else. But I guarantee you he won’t move on to somebody who has a generic message like the first three.Using Message 5, you’re way ahead of the game. You gain a Boeing executive and lose a Ford Motor executive (whom you wouldn’t have gotten anyway using a generic message.) The generalist gains nobody.You also can see how much easier it is to focus your advertising more sharply. It makes all your writing much easier.I know having financial advisors like you as a target market makes it easier for me. I know some of your code words and can talk your language. You use “practice building” in place of prospecting and selling. I learned that AUM was not a word use repeatedly to induce a meditative state.If you have a niche or target market, you, too, can learn how your prospects talk. When you use some of their private language, they are attracted to you.