Thoughts on Marketing…

You know all the copywriting rules say that before you can market to someone, you have to know what motivates them. You have to know what they really want – what they really think.

When I was first studying copywriting (which I still do, because there’s always more to learn) there was one phrase I read so many times I got sick of it. That was that you had to know “What kept them up at night.”

In other words, you had to know what scared them, so you could tap into that fear and offer the solution with your product. That does apply to a lot of goods and services – not all, of course. Hardly anyone lays awake at night wondering if they’re going to buy the right deodorant or bath towels.

Well, at least I don’t think very many people would lay awake worrying about that. I could be wrong!

Anyway… yes, fear is one motivator. But there are many others. Desire for something better is another. Not because they HAVE to have it, but because they want it. They think they’ll be happier if they have it.

But we still don’t know which person wants which thing. And most of us don’t have the big dollars to hire some kind of survey firm to find out. So what’s the next best thing?

Think of someone you know who uses the product or service you sell – and talk to them. Hopefully, you can think of someone who likes you well enough to sit down over coffee or a drink and just talk about it.

Ask them why they use that particular product – how they hope to benefit by using it – what made them choose this one over that one. If it’s a service you provide for them, or could provide for them, ask them what’s important about it, and why.

If you can think of several people, try to talk to all of them. And take notes.

Let them know that they’re helping you with marketing, and that their opinions are valuable to you. Everyone likes to be valuable, you know!

After each meeting, go home and write up your notes. Add any feelings you got – any subtle hints about a deeper “want” that they may not have spoken out loud, or that came out in conversation before or after you talked about your product or service.

For instance, you might learn that while your friend Janie thinks she wants to buy your Tupperware products because they do a good job, deep down she wants to have the “name brand” product in her kitchen because her sister-in-law can’t afford it.  She needs a little ego boost, but she isn’t about to come right out and say so!

When you’ve talked to as many people as you can, go back over all your notes looking for common themes – and then keep those wants and needs in your mind as you write your marketing materials. If you have a photo of one of those friends, stick it up by your computer so that you’re thinking about that person, and writing TO that person when you work on your promotion.

Remember, your marketing is always to one person. You may want to sell to thousands, but one person at a time will buy.

And yes, that does mean that you use the word “You” rather than “some of you,” or “all of you.”