The vast majority of ad campaigns fail to meet their goals because they did not understand two fundamentals of marketing.
This first reason is where it all starts. It is the genesis of your relationship with the customer.
And if real estate is anything, it is a relationship driven business. But I digress…
The first fundamental of marketing that you need to understand is:
*Knowing Your Customer*
I know. It’s not very exciting.
The fundamentals are rarely sexy, but you still need to master them before you can hit home runs consistently.
Part of the problem is that everyone thinks they know their customer and they skip over this crucial step.
The only way to know if you truly understand you market is through results. So, until we have acceptable results: we are going to study, observe and ask questions.
John Carlton, one of the most respected marketers in the world, describes this process best in what he calls the “Bar Conversation.”
Imagine if you are sitting at a bar. And your perfect prospect walks up to the bar and sits right next to you. Your perfect prospects says to the Bartender, “Jack, give me a double. I’ve had the worst day.”
The bartender responds with, “Here you go Bob. What happened?”
Now if you can answer the question for Bob (using his own words and emotions), then you have a pretty good understanding of your customer.
Knowing your customer is the first chapter in my new book, Kill Cold Calls. In it I show you how and where I did my market research. I give you the places I went, who I observed and the questions I asked to really understand my perfect prospects.
Here’s the link:
Just understanding Bob’s biggest problems will give you the insight you need to tackle the second reason why marketer’s fail: the offer. In other words, the offer is what you would say to Bob so that he will listen to you and buy your services.
In order to get Bob to listen to you, you first need to relate emotionally.
And we will get to that in tomorrow’s email.
Talk to you soon!