Profile your Ideal Marketing Target
A picture is better than 1000 words…an authentic Louis Vuitton Handbag - beige is best!
At last we found him: the ideal marketing target, the model customer, the dream of every marketer, the ghost haunting the neurons of marketing strategists, the symbol of wishful thinking for many and a dream that came true for some!
No, it's not Jo the Plummer, who remains a phantom, since his name is not Jo and he is no Plummer. Jo may well turn out to be John's (McCain that is) worst nightmare while our model Customer is real. Real for sure. Promised.
Let me introduce Harry the Model target; in fact Bianca Gubalke has featured him already in her earlier article and a clear evolution since our last Ycademy Seminar becomes visible.
The seminar Harry, was just a normal prospect. The new Harry is THE Harry, the Harry of all Harries, the model Target, the ideal Customer everyone wants to meet the one every one wants to be found by.
Can you see the enthusiasm, the joy because he has found your site, the urgent desire to get your product and to pay you for it? That's the ideal target and that's what we aim when we talk about targeted marketing. It's not just a matter of key-words, it a matter of a mind-set of those who type in the key-words.
And it's a matter of how well the marketer can center his own mind on that customer's mind to produce the most mind blowing results. Customer centered marketing and targeting. Yes, but which customer?
There are various targets you can aim and whatever you aim you usually can just approximate it. But the center of gravity of your targeting must remain Harry!
The ideal visitor to your site is a person who is ready to buy, who has made up his mind, who has an urgent desire to get the result your product is producing. If you get it slightly wrong, you still get people who may be close to that buying decision but it's already much less sure that you close the deal.
If you just get visitors who need information, info-tourists, it's unlikely you get a sale. Traffic is not Traffic as we learn in YORGOO.
What is it really that makes Harry stick out?
He is decided to buy and he wants it now!
How did Harry get there? How come Harry wants to buy that Louis Vuitton Handtasche beige or Handbag or Purse?
That's the big mystery, isn't it? In fact it is simply because someone or something pre-sold the result and benefits of your products to Harry!
Example: Harry's wife wants for Christmas that Louis Vuitton Handtasche beige or Handbag or purse that is sold on your DubLi Auction site. Obviously, Harry will not think twice and his wife will get that Handbag. That's decided, pre-sold to Harry by the wife and then it becomes an urgent desire for Harry to get the item while he can get a good deal.
The mind set is in buying-mode, the credit cards between the teeth and Harry fires up his computer to find Louis Vuitton Handbags, beige ones, the exact model the wife has not omitted to specify.
Harry is a normal guy, he goes like any normal guy to Google and types in what any normal guy would type in and that is: Exactly what his wife told him!
Get the point? It's easier to target women, that way you get it 75% of the time right, and that is when you target women as well as 50% of the time you target men as men type in what the wife tells them to type in in at least 50% of the cases. (Try to digest this one over the week-end:-)).
So, if a man was looking for a purse, a woman would call it a handbag with some additional specifications. As I told you, get into women's mind-set and you will do better in product marketing, …just ask your wife!
Once you have profiled your Ideal customer and the mid-set and the key-words, you need to deliver your ad to exactly that target on Google.
Then you go to the beach, while Harry finds your ad and buys the item on the Auction site. DubLi will take care of your earnings and credit them to your account, DubLi will take care of Harry from there on and inform him about other great deals his wife my be looking for, and come Valentine's Day he will be so delighted about the great service, that he will suggest, his wife buys for him that great Gallagher Golf set he has been looking at on DubLi. She may actually call it a Golf set and find someone elses DubLi site, however, as Harry has a customer account there, with loads of bids, the DubLi cookie is doing it's job and drive her straight to Harries account, and most likely she will get Harry's login data to make yet another dream come tur: yours and Harry's and obviously hers, as she was using Harry's credits!
Make it a great week-end!
Yorgo
Greek Coffee Time








