By Rob Eagar
Previously, I covered part one of a 3-part series called “Successful Steps to Marketing.” The gist is that effective marketing can be boiled down to three fundamental questions. Whether you’re an author, business owner, or non-profit director, you can achieve success by asking yourself these three questions:
Step 1 – What is your value?
Step 2 – Who needs your value the most?
Step 3 – Where do those who need your value congregate in large numbers?
After you’ve answered the first question and clarified your value, then you’re ready to move forward to the second step and ask, “Who needs my value the most?” You can also turn that question around and ask, “Who stands to lose the most if they never get access to my value?” Answering this question helps you streamline your marketing efforts to find new customers, readers, or donors.
Trying to marketing a product or service to everyone in general can be counterproductive, because you can’t please everyone and it takes more time and money. Instead, use a targeted approach by marketing first to the people most likely to appreciate your product or service. These are people who represent less cynicism or apathy, because they’re most likely to appreciate the value you can offer.
If you target the people who need your value the most, then you’re able to create sales momentum at a faster pace for two reasons. First, those who realize that your value is exactly what they need are more likely to purchase quicker with less convincing. Second, when they experience the value that you promise, they are more likely to spread positive word of mouth – which generates even more sales.
Take time to clearly define who needs your value the most. Break it down to a level where you identify specific characteristics, such as gender, age, location, etc. More importantly, define the negative emotions that people are feeling who can be helped by your product or service. Logic makes people think, but emotion makes them act. For example, you want to define your target audience as a unique group, such as “Moms in the American Southeast between the ages of 24 – 44 who are raising a strong-willed child that is driving them crazy and disrupting family harmony.”
Marketing to the people who need your value the most is like lighting matches all around you that combine to create a promotional wildfire with the power to sweep across the country. Next week, we’ll look at the third step to successful marketing, which is defining where your target audience congregates in large numbers.
About the author:
Rob Eagar is the founder of WildFire Marketing, a consulting practice that helps authors and publishers sell more books and spread their message like wildfire. He has assisted numerous New York Times bestselling authors. Find out more about Rob’s advice, products, and coaching services for authors at: www.startawildfire.com
Rob’s new book from Writer’s Digest, Sell Your Book Like Wildfire, is now available in print and e-book formats. This is the bible of book marketing for authors and publishers. Get 288 pages packed with advanced information, real-life examples, and tips to start selling more books immediately. There are specific chapters on social media, word-of-mouth tools, Amazon, and a chapter dedicated to best practices for marketing fiction. In addition, get over 30 pages of free bonus updates online. Get your copy today at: