In business, when you keep your eyes and mind opened and keep your eyes on the numbers, you may get two breakthroughs that can really add to your bottom line.
First is a Media breakthrough.
Second is a Market breakthrough.
Let me explain by giving you a couple of examples.
Media example: I have a client in Sydney specialising in children’s behavioural problems. Advertising is expensive and we were looking for a media breakthrough. We found Sydney’s Child magazine and this has been a big breakthrough for her, effectively slashing her advertising rates while honing in on a captive, targeted and highly motivated audience.
Market examples: Okay, here are a few market examples to get you thinking like a marketer, thinking like an opportunity-focused entrepreneur.
1: A client of Dan Kennedy’s offers Russian Brides to American men. After painstakingly going through his client list he realised many of his clients were long-haul truck drivers. Think about this! How can he use this information? Can you see what a goldmine this is for him?
2: I’ve got a client in the beauty industry and upon heavy questioning from me, he realised there is a subsection of his clientele that just laps up his services. I can’t give it away here what that subsection is… however; to get this lesson you don’t need to know. Just think about how important this is to him and his marketing. He can now actively seek these women out and make targeted, emotional offers to them with pinpoint accuracy, hitting the hot buttons that are already stirring inside this market.
3: I’ve recently come across a great market for my copywriting training. And if I wasn’t so lazy (and busy), I’d target them now. (It’s on my to-do list.) The only way I discovered this was by keeping an eye on my newsletter subscribers and customers, who they were, what they did for a crust.
It’s why I take care of all my white mail even though some days this takes 30 or more minutes… I wanna know what’s going on, what’s being said.
Think! This is GOLD. This forces you to think like a marketer!
Look, I thoroughly believe for any product or services there is a passionate subsection of your market, a sweet-spot that when found and targeted can open the cash flow floodgates.
So might pay to back up a little, read the above again and think about your own business.
What Media and Market breakthroughs aren’t you capitalising on?
Here’s another BIG POINT: A lot of times, we can get myopic, our money making antennas are only raised for opportunities inside our own niche. But opportunities are everywhere… that’s why you’ve gotta always be awake, keep your eyes and ears opened.
(Back in my working days, I used to get all of my jobs from the local hotel. I’d be there drinking a few quite beers, but also keeping my ears opened for job opportunities. And basically, nothing has really changed… I still hear about some good deals over a beer or two.)
SIDE NOTE: A BIG lesson I got by working with a very savvy Direct Marketing client a few years ago, is always maximise your winners. Analyse your winners and see why they are working. According to my client and my own experience, the two BIG areas to look to for improvement and what you should be looking for are…
1: Media breakthrough and 2: Copy breakthrough.
And as you have seen, another BIG breakthrough can be found in your Market; those special folks who buy your products and or services. Within your list of customers are subsections of passionate buyers. When you micro-target each subsection with precision message-to-market- match marketing; your results will explode.
So your job is to find those subsections within your database.
If you’ve been in business awhile I can tell you, without even knowing you or your business, that these subsections of passionate buyers do exist in your database, they are there now just waiting to be discovered.
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Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook