Okay, if you’re brand new to marketing in general, this is going to huge for you. It’s best to know this first hand so that you can implement it RIGHT AWAY! It will do wonders for your conversions and the way your niche reacts to you. If you have been an internet marketer for a while, this is going to be huge for you as well.
I commonly see a trend among all marketers. It doesn’t matter if it’s an ad in the newspaper or one of the millions of internet marketers trying to push their “miracle million dollar” product. None of these “salesmen” really reach their market.
There is a reason why some marketers are able to bring in huge conversion rates and why the majority don’t get diddly squat. The successful ones reach out to their market. They talk directly about what their market wants and what their market needs. Not only in their sales copy, not only on their squeeze page, but EVERY WHERE!
You can’t expect to see people’s cash by just addressing the obvious outer layer of their wants and needs. You have to actually reach deep into what this person feels and fears so that you can pull them towards your product.
There is an outer shell that surrounds everybody. This is where most marketers target their leads. They talk to them about the outer problems. The wants of the group as a whole. What you have to do when reaching out to a market, is break past that outer shell and find what really drives them.
You might think, what the hell are you talking about Travis? Well, trust me! This stuff might sound absolutely retarded, but since I’ve implemented the technique I’m about to share, my conversions have nearly doubled in all aspects of my business. I’m not kidding. I had good conversions before too.
I read back through this and my explanation thus far has been horrible, lol. Sorry. Maybe the example will help.
This is all you have to do to increase your conversions…I promise it will work! I want you to become your market. Now, I don’t mean if you’re some guy selling red high heels to women that you should go out and walk around with high heels on….you can do that if you want, but it’s unnecessary for this drill.
Sit down with a clear mind. Think about your market. I want you to take a blank piece of paper and a pencil…that’s right, DO NOT TYPE THIS! Now, I want you to start writing a description of your target market. Make it one person. The ideal buyer of what you’re trying to sell. Go into as much detail as possible.
When you start doing this, you’re going to be talking a lot about physical appearance and the problems they might have that your product can fix. You need to dig deeper. Just keep writing. Write about what their ideal day would be. What their day to day fears or emotions may be. Like I said, step out of your shoes and into theirs (still not the red high heels…unless that’s your thing).
Let me give you an example. I have recently been involved in the beginnings of a digital marketing company. Now for our plans to really take off quickly, I know that we are going to need affiliates to promote our products. So, what I have done the past couple weeks is create a new list for upcoming prospective affiliates. The list is part of Ultimate Niche Secrets. I wrote a 1 page description of what my target market for this project needs to be. I know this market well because I was in this markets shoes not too long ago. I wrote exactly what the fears are. Read on:
Hi. My name is Steve. I’m 25 years old. I’m 6’0 tall. I have a medium build and like to keep healthy. I’m wearing flip flops, brown cargo shorts, and a loose fit T-shirt. I live in a 2 bedroom apartment with a friend. I’ve been involved in internet marketing for 6 months and really enjoy working for myself. I’m afraid of not working every single day because the money might stop coming in. I want all the toys like nice clothes, fancy cars, and gourmet dinners. More importantly I want the time to enjoy it.
My family and friend tell me to get a real job and there’s no longevity in what I’m doing. I work so hard but it seems I barely make it by. I’m starting to agree with them but I try my best not to. I know I’m close to what I want at times, but I also feel I’m so far.
I’m scared everyone is going to be right about my ventures. I’m scared I will get stuck in a 9-5 job working for someone half as smart as me. I won’t let that happen. I won’t give up until I’ve made it in this business, but if things continue like this for so long, I can’t see myself being able to make it. I’ll never admit my defeat. I will keep my head held high to keep trying.
I have the knowledge to make an internet business work. I just haven’t found my stride yet. I know it will come, but I want it now.
Now look what I did there. I put it in first person. This allows you to see what “Steve” sees and feels. Really try and be that person. You can see in my description that I hit both the outer shell and the inner emotions.
When you speak to this person in your copy, emails, and even in your products, you are going to want to hit both the outer shell and the inner emotions. The feelings on the outer shell grab attention. The inner emotions hype them for buying your product. Let’s take a closer look at what that small excerpt tells us about the people I’m trying to reach:
Outer Shell
“I’m wearing flip flops, brown cargo shorts, and a loose fit T-shirt.”
This is just a solid visual description of my target market. Even these small details allow me to speak to imagine I’m speaking to a laid back person who would like things to not be so hard. And yes, clothes can give clues to personality. Don’t over look any detail. It will help the copy.
“I enjoy working for myself”, “I barely make it by”, “I’m want all the toys”, “scared I will get stuck in a 9-5″, “I want it now”
These lines in the excerpt are your usual triggers that marketers try and hit for people trying to make money online. These are obvious and on the outer shell still. Everyone knows this is what they want, but fixing these things will grab their attention.
Inner Emotions
“afraid of not working every single day”, “scared everyone will be right”
This was close to home for me. My friends and family knew I was making money from what I was doing, but I never was going to let them know that if I stopped for only a couple days, that money would stop coming in. I was in fear that they would be right about me not making it in this business. That was before I started building automated sales funnels. Fears are good things to pay attention too. They are big big triggers to buy a solution.
“I want the time to enjoy it”
We all know that in the end, we want the toys. We want the cars. We want the houses. We want everything that comes with a lot of frickin money. Now, one time not long ago. I was stuck in a job that paid very well, yet it sucked. I was making money, but couldn’t enjoy it the way I wanted to. No matter what you have, you need TIME so that you can live your life the way you want. It’s the most valuable asset you will ever come across. That is one thing I have learned in my short life thus far. I have had lots of money. I have even been days away from eviction and homelessness. Time to do what you want with your life is key. This is a big part of the market I’m focusing for since the whole thing freebie and products are based on building an automated business that works for you.
“I have the knowledge to make an internet business work.”
This is a big part of the market I was shooting for. This “Steve” has been around long enough to understand simple principles like backlinking, methods of traffic generation, etc. Yet, he still hasn’t had success. My product, free give away, whatever, is going to fix this. I am offering him a system to use his knowledge and start seeing results asap.
Let me stress this again too….talk to your market even in your products. That is something that 99% of internet marketers don’t do. You might have great sales copy, great autoresponder messages, whatever. Most don’t put their product in a language for their market. It’s a lot of “I did it this way”, “this is how the guru’s do it”, blah blah. Don’t ever step out of your market’s shoes when you are reaching them. It will help. I promise.
Give this easy process a try for your market. Keep that hand written page nearby anytime you are creating something for them and read it beforehand. It will keep you in touch with your market.
Travis