Resources
Guerilla Marketing: 4 Ways To Generate More Traffic Next Week
By Tom Richard
You can create more traffic for you and your business without spending any additional money on marketing. With guerilla marketing, it is more about out-smarting the competition than it is about Read more...
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Email Marketing and Opt In List Building
By John Ugoshowa
Since the advent of the information technology, the Internet had been a valuable commodity to most people. Here, they find ways on how to earn more money even without having to spend more capital on Read more...
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Marketing Your Lawn Care Business
By Patrick Cash
Lawn Care MarketingMarketing your lawn care business is one of the most crucial components for success besides having the right equipment or the job. For some lawn care service Read more...
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Funnel Vision Marketing Goes Beyond Demographics
By Leah B. Carson
If you’re serious about your product or business to women, then you already know how important it is to target your market.
Is she a Baby Boomer or a GenX? Was her “British invasion” The Beatles or Duran Duran? What’s her income range? Is she urban or rural? Red state or blue state? Married with kids or single and loving it? Is she Carrie, Miranda, Charlotte, or Samantha? (If you’re in the women’s market and you don’t know who they are- catch up!)
You’re probably thinking “Yeah, yeah. Tell me something I don’t know.”
Here’s the thing. Pinning down the demographics of your target market only scratches the surface. What you may not realize is this: with women, you have to go deeper.
At least 50% of my current clients are with me because they didn’t go deep enough. Even after crafting campaigns that match the age, sex, income, and education levels of their market they sought me out because their results told them they missed the mark. Striking the mother load of the women’s market goes further than conventional market segmentation.
You see, once you know your prospect’s age, affluence, and social tendencies you need to drill down several more levels. Because just like populations can be segmented by desired characteristics for effective targeted marketing, an individual - particularly a woman - can be as well.
On any given day, one woman fulfills a multitude of roles. Mom, wife, ex-wife, daughter, boss, employee, volunteer, caregiver, sister, friend… you get the idea.
To really sell your product
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you need to know what role she’s fulfilling that generates a need for your product or services – her idiodemographic.
Step into her shoes as she’s filling that role and get under her skin. If your product is for exasperated mothers, appealing to her competency as a leader in the corporate world can cause your campaign to fall flat on its face. She may be a skilled vice president who is proud of her work, but believe me, you’re pushing the wrong buttons at the wrong time, and she isn’t going to buy.
Smart companies rely on funnel vision for their marketing. By starting with the broad demographics most businesses are intimately familiar with, then drilling down to the idiodemographic characteristics of your ideal prospect, your message pierces to the heart of her motivation.
You need funnel vision to reach the one woman who has agonized, fretted, and lost sleep over the very problem you can solve when your ad hits the newsstands or airwaves. And she’ll know, deep in her core, that your product or service is exactly what she needs and she won’t rest until she has it.
Done right, your deeply targeted message will have a domino-effect transmission, moving from emotion, to pocketbook, and into the complex referral network so characteristic of women who are satisfied customers. Funnel vision is the one of the quickest ways to devise an effective campaign strategy that resonates with your ideal prospect immediately. It’s the difference between reaching and connecting. Anyone can reach women. To sell to women, you have to connect with women.
Leah B. Carson, M.A. is a direct response copywriter and marketing strategist who has earned a reputation among her colleagues as the “go to gal” when it comes to writing for the women’s market. This article is just one out of a multipart series. Can’t wait to read the rest? Go to Catalyst Copy, LLC and sign up for Leah’s special report on marketing to women.
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- Greed is Good - An Economically Responsible Attitude and Posture! Or Isn't It!
...the price of oil; it's moving downwards and if one was to take the real demand and supply equation and the real sufficiency of oil in the ground, you will discover that the real fair price of oil should be averaging in the range of USD35 to USD40 per barrel. This has taken into account the present day value of money rising overtime. - The 100 Dollar Mark and the ER - Economic Responsibility!
With the price of oil generally speeding up like a bullet to stratospheric
levels, it will be a certainty that the price of oil will top the US $100
per barrel in the very near future. - Oil is Gold? Or Oil for Gold?
In recent months, the prices of oil and gold have risen to
stratospheric levels not seen in a long time. A lot of writings have been given to explain these rises. From the economics perspective of basic demand and supply to reasons such as the threat of war and the depleting reserves of these commodities.
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