Why You Benefit From Targeted Marketing

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Why You Benefit From Targeted Marketing

Targeted marketing means getting the message about your product or service to individuals who require your product or service. Targeted marketing is always more efficient, effective and therefore less expensive than sending an untold number of brochures and catalogs to a hit and miss list of names.

Assume you could gaze into someone’s mind to see what thoughts and feelings are echoing around inside. Once you recognize what they are thinking, what their troubles and wants are, do you think you might find a product or service that could assist them?

Of course you could.

Well, that is what targeted marketing is all about.

Now, you can’t really attach electrodes to someone’s skull and inspect the thoughts and emotions reverberating around inside someone’s brain. But, you are able do something almost as good. And, that is to identify the thoughts, emotions, and needs of a certain group of people who ought to use your product or service.

No matter what product you recommend or provide, it has a variety of features and provides a variety of benefits. The features describe the product. They are the specifications that would permit someone unfamiliar with the product to design and produce the product.

The benefits, on the other hand, describe why the product was prepared in the first place. They describe why the product is significant. Benefits save valuable time. Benefits do away with worry and discomfort. Benefits relieve anxiety. Benefits lessen fear and provide comfort to those in distress.

Furthermore, benefits are why people buy a product or service.

So, to do targeted marketing, you must first recognize the benefits of your product or service.

The fastest way to recognize benefits is to write down what your product does. What functions does it carry out? What characteristics of your product or service differ from competing products and services?

As soon as you have identified the characteristics of your product or service, ask one plain question: “So what?” This is what your prospects will ask.

Responses to your “So what?” query will be the benefits. And, you may find quite a few benefits for each function your product provides. That could be a long list.

After that, pinpoint a sector of the population that has particular problems that your benefits would resolve, help get rid of, or diminish in severity. This sector is your target market.

You can now write your ad copy for this sector. Use the major benefits to this sector as your headlines. After each benefit headline you can talk about how your product or service will make your target audience feel after they use your product.

You’ll find that identifying your target market helps you in a number of ways. First, and foremost is that you can concentrate your advertising efforts on a smaller number of people. And, these prospects will be significantly more apt to buy your product. And, that means less advertising overhead and more profits.

Not only that, but by straightforwardly addressing the requirements of your target audience you become an expert in your prospect’s field. You will stand out in front of ofter marketers who can only churn out general statements. This increases your value as a perceived authority and makes your prospects more prone to make a purchase.

In short, targeted marketing produces better results than general marketing. Targeted marketing increases sales, reduces advertising expenses, and elevates your perceived authority and “brand” within your target market. Moreover, all this results in increased income for you.

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