Marketing to everyone is marketing to no one, You might get 1 or 2 responses but that’s NOTHING compared to the results you will get by utilizing this one overlooked trick. In the next 4 minutes, I will tell you how you can dramatically boost the response rates by just changing a few words. Let’s get into it.
The Problem
Maybe it is something in the water we drink or the food we eat but it’s a well-known fact that no one actually cares about YOU, they don’t. But somehow, even with this knowledge, it doesn’t seem to stop small business owners.
We were raised with sort of the idea of mass marketing, marketing directed to everyone, like laundry detergent and Coca-Cola. So it’s logical to use what we have learned when we do our marketing.
But what we didn’t take into consideration was that these people have hundreds of millions of dollars to put towards a marketing campaign, and we don’t have that, well I don’t know about you but I certainly don’t.
So what should you do then?
Don’t worry, there's a solution.
Identifying audience bias, there is always a bias in the market.
Either you sell primarily to men or primarily to women or to a certain age group to someone with a specific interest, or to people with a certain haircut.
But what tends to happen is that people start thinking like: “Maybe there is no bias? Maybe everyone is my customer? Maybe I can just sell to everyone and it will be okay?”.
Narrator voice; It was not okay, because there is always a bias.
Now the reason I mentioned haircuts before was that I remember a story I heard the other day about a motivational speaker in the '60s.
Back then you had very little in the form of targeting power, you had like direct mail and fax machines.
Anyway, when he was going around to these different cities and doing these seminars, he noticed that the overwhelming majority of the audience had crew cuts he noticed a bias, and crew cuts are like the haircuts you get in the army.
So what he did at his next show was he spoke to all the barbers in the town he was speaking at and asked them for a list of every one of their clients who had gotten a crewcut recently.
Then what he did was that he would mail out promotional flyers to come see his show to everyone who was on that list,
And what happened was that his response rates skyrocketed, because he found the bias.
So if we want to get better response rates we will need to find and speak to our bias.
Like, imagine your water pipes just clogged and you need a plumber, and seemingly out of nowhere you see an ad for plumbers in your area, well that’s amazing, it’s like a sign from god, of course, you will answer the ad that wouldn’t. In conclusion, to boost your response rates you’ll need to identify and speak to your audience biases and this will put you so far ahead of the competition because keep in mind that most small businesses have the mass market mindset and won't do this.
P.S. If you are unsure of what to do now or how to identify your market bias, fill out the form for a free marketing analysis and i will personally take a look at it.
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