Target the unhappy, not the uninterested
I want to share one of the foundations of effective marketing with you today. It’s something that can help you dramatically (and quickly) increase your sales or client acquisition figures. It can also help you save time, money and focus your marketing far more effectively.
It starts with understanding the following.
People who are happy with the products or service they get from one of your competitors, are not looking for whatever your business is offering.
Satisfied people are exactly that. They’re satisfied. They value their current provider. And like you, they ignore marketing messages when they’re not interested in a new (whatever).
This remains true even when:
- You’re providing amazing value.
- You are less expensive.
- You are faster or more reliable.
Despite this, most marketing from small and medium-sized businesses tries to be relevant to as wide an audience of prospects as possible.
Yes, it’s certainly true that you can change someone’s worldview or mindset. But it takes time. Lots and lots of time. It also takes a great amount of effort. Even then, the conversion rate is low.
That’s why I recommend you adopt a more effective approach.
Focus on the unhappy. Avoid the uninterested
Yes, it’s important to build an awareness of how great your product or service is. You need people to know where to go, when they’re looking for whatever you provide.
But what if you need to quickly increase your sales figures or attract new clients? Then my friend, it’s time to adjust the focus of your marketing. If you want to have the full attention of the most motivated buyers, (people ready to make a purchasing decision right now), focus on the unhappy, not the uninterested.
The ‘unhappy’ are actively looking for what you offer.
- They’re eager and ready to proceed.
- They already have a budget allocated.
- They’re highly motivated to take action right now, and buy from you or hire you.
To profoundly increase your sales numbers or client acquisition rate, your marketing needs to talk directly and exclusively to these red hot prospects. And as a bonus, you’ll also attract very few, if any, time wasters.
Targeting the right prospects makes sense at any time. But in today’s economy it’s absolutely essential.
‘Target the unhappy, not the uninterested’ was written by Jim Connolly and originally published on Jim Connolly Marketing
Image by Tero Vesalainen on iStock