You've identified, studied and targeted your market audience (i.e., your prospective customers or clients). You have a product or service which fits, or meets a need, within their demographic and psychographic "space." Now your job is to send the right message effectively. As mom used to to say (as an expert at everything), "It's both what you say and how you say it." If you present the greatest news in the wrong way, your marketing campaign will be stillborn.
Part of successful online and inbound marketing involves the Law Of Large Numbers; I'm not arguing that. But in order to significantly increase the odds of converting a prospect in the crowd into a satisfied purchaser or subscriber, you must craft your information in such a way that it 1) commands attention and a call to further action, and 2) is appropriate to the audience.
By way of example, if I had set my focus on reasonably wealthy, reasonably sophisticated individuals (some with a touch of egomania, as well) who are likely solicited by many marketers, I would have to send out a message in a format which addressed their sophistication, intelligence, accomplishment (ego), needs and sensibilities. To do this, I have to know how they think and what they are used to receiving from my competition for their attention and patronage. This is an investment in education and preparation which you must make.
If you belonged to the above target market, and you received the following solicitation, what might your reaction be? (I have edited and re-sized the ad in order to fit this publishing format. Please refer to my note in the yellow field, immediately below:
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Tuesday, October 4, 2011 6:33 AM
| Note: Douglas E Castle has significantly reduced the size of this ad, which was originally sent as a full "splash" page (without borders) straight to his inbox via an email newsletter handling program... |
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Big Gold's NEXT Takeover Target! Newly-Listed Lone Star Gold (LSTG.OB) Is Estimated To Be Sitting On Gold and Silver Worth At Least... $18.14 Billion! Buy Shares of Lone Star Gold (LSTG.OB) Around $1.00, Before One of the Gold-Starved Majors Gobbles It Up For . . . $179 Or More a Share!
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I'm not admittedly your get-rich-quick or penny stock-oriented investor, but I found the ad far too cheap-looking, too flashy, to desperately pushy...in fact it belittled me to think that someone sending it to me would think that it might "hook me." In a single word, the ad was inappropriate.
The only use I could find for it was to use it for the purposes of a bad example in this post. There is a definite line between Mad Marketing Tactics and Bad Marketing Tactics. These promoters crossed over my 'serious consideration' zone, to my 'I'm insulted, and I'm going to make an example out of you' zone. I don't endorse the product or the promoter, or offer investment advice, ever; neither for nor against. But I'll make a marketing suggestion:
Don't risk belittling an intelligent audience with too much hype.
Douglas E Castle
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