When you’re up to your most creative, it looks something like this:
- What was your name again? And, what is it you do?
- I’m sorry, I didn’t quite understand, your friends with our mutual friend X in what way?
- Did you say you had a business card?
- Here’s a brief description of what I do (flyer)…I hope you’ll take a look at it.
- How much did you say it would cost to advertise here?
Yep, you’re into the cold market…having burned through you warm market like a hot poker through a paper cup.
Want to know the rookie mistake you’re making? You’re like the kid that made a bull’s eye every time. He shot the arrow into the cardboard box and then drew the bull’s eye to fit where the arrow hit. You’re not targeting first, you’re just shooting into the box.
It is a numbers game, just like you’ve been told. But that’s after you have found your market. Within the most likely prospects, it’s a numbers came. Out in the untargeted world, it’s madness and annoying.
Dial it back in and dial even tighter. Your expectations, your energy, your money, and your sanity need the rest.
Take a look at the advertisements on Facebook that come your way. Wait, have they been coming your way and you’ve just become blind to them. You just strum past them with your thumb…after all, you can spot them a mile off, without even taking them in. EXCEPT for when you do take them in.
Think about, what made you stop…a logo you recognized about a brand you always respect? A photo or avatar or font size or some other thing that makes you mindful instead of mindless?
That’s targeted marketing, and it works because it worked on you.
Here’s what you ask yourself:
- Don’t I always sell to me? Then people like me would come closer to buying what I buy and needing what I need.
- Since I’m interested in this, what did the market know about me and who are the people that are like me?
- Can I compile the characteristics as tightly as the marketer who reached me compiled them?
Here’s what makes sense:
- You need to be able to scale your marketing according to your offer.
- Is it inexpensive?
- Can it be done with less effort and less time?
- Can I use it in different pockets of prospects as I narrow the target tighter and tighter?
Narrowing the Cold Market So It Becomes Warm Again
Obviously, the tighter the target the more precise the shot must be.
If you are digging deeper, the offer has to be even more precise.
Watch this: (moving target, change offer to be more precise the further from warm market)
- You’re my friend. You want me to succeed as I want you to succeed. Here’s an offer that will help you and help me.
- Target: Close friend
- Offer: out of friendship
- You’re my friend and I hear you talking about money troubles. I have found some relief from money troubles and I think it will work for you.
- Target: Friend with a need
- Offer: this can help you solver your money troubles
- Hey, you know (mutual friend). I’ve known him for several years. I’ve helped him recently get a little extra income. Your name came up as someone who might want to hear about it, too.
- Target: Mutual friend with income interest
- Offer: you probably want some extra income
- Hey (coworker) I know what it’s like to need a little income to help with those doctor bills. I’ve been helping some friends make about $XX a month for the past few months. Let me tell you about it.
- Target: Coworker needs to pay bills
- Offer: I’ve helped others to get income for bills
When the warm market turns to Ice, just get precise. It will warm right back up.