The First Thing You Must Do Before Writing Anything For Your Business

No matter what you’re writing, this is the first thing you do.

From ads to a website to social media posts, you must know one thing beforehand.

And once you know what it is… You will outshine your competition’s marketing without having to spend more than them on advertising.

In the next 3 minutes, I’ll reveal this secret and you’ll be able to cut through the clutter in your market.

How Has This Been Used Before?

Here’s a story that illustrates the point of today’s article:

For context, this happened before the internet & fax machines existed.

A speaker was doing seminars and wanted more people to attend.

That’s a common goal - more clients, more money.

So he did his regular seminars and noticed something…

The people at his seminars mostly had crew cuts; military haircuts.

Instead of brushing it off as a coincidence, do you know what he did?

He contacted local barbers and paid them to give him a list of clients who had gotten crew cuts.

After obtaining the names, he sent them letters to market his seminars.

Now the moral of the story isn’t just to talk to your barber. The key lesson is:

Know who buys from you and get in front of them.

And once you understand the basics of this, your conversation rate will skyrocket.

Why Not Just Sell To Everyone?

Take Facebook Ads as an example.

When you set up an ad, you get targeting options.

Age, gender, hobbies, basically everything.

The problem is that many businesses don’t take advantage of this feature.

They market to everyone aged 18-65.

Reaching a wider audience may sound good, so let’s put this into perspective.

Imagine if you sold Botox treatment:

Would you still include 60-year-old men in your targeting?

Probably not.

This goes to show one thing - you can’t attract everyone.

In fact, I believe that there is no product that appeals to everyone.

Even the biggest companies like McDonald's - people may not eat there because of:

• Dietary choices

• Religious dietary rules

• Or simply because they don’t like McDonald’s!

You want to find out who buys your products or services most… And then market to them specifically.

Let’s go over why that’s important and even better than marketing to everyone.

One At A Time

In the example of Meta Ads, the correct targeting can actually make you spend less on advertising.

Because you pay for every click, you’d spend less getting 10 clicks from interested leads than 1000 half-interested clicks.

And I have a good analogy to really drive the point. This single question:“Would you rather have one deep conversation with a friend or 50 instances of small talk with people you barely know?”

That one conversation isn’t more than 50.. But it’s more memorable and worth more to you.

It’s the same with attracting leads.

Instead of trying to generate hundreds of leads who are halfway there, you should focus on first generating one lead who is 100% there.

And… Repeat.

The saying, ‘jack of all trades, master of none’ applies here. It’s better to be a master with one audience than to try your luck with 50 different groups of people.

It ensures you spend less on advertising and focus on those who genuinely care about your business and its offer.

How Do You Start Implementing This Today?

Your goal should be to make your specific target audience feel understood.

If they feel understood, then they will listen to you more.

If they listen to you more, then they will deeply understand your offer and how it benefits them.

And once they know that… They’re 10x more likely to buy.

An easy way to do this is researching - and I’ll tell you what to research and how to use it:

Look at your reviews or reviews for companies in your industry. Make sure to check both positive and negative.

• The positive reviews will show you what makes them happy with you,

• And the negative reviews will show you what was missed and how you can deliver on their expectations.

But more importantly…

Both will show you what language customers use.

And that’s how you make them feel understood. Speak like them and understand their problems.

That’s how you can be more relatable than your competitors… by pinpointing your audience’s character.

To quickly sum up, you should:

• Target the group that buys from you the most

• Research their struggles and desires

• Understand their issues by using their language.

Once you do this, you’ll stand out for your relatability. 

Plus you’ll have more successful marketing than those who aren’t in on this secret.

If you need help researching or writing for your business, then get in touch for a free marketing analysis.