One of the biggest mistakes marketers make is they start thinking about marketing way too early. Many marketers start to think of marketing before they even have a completed product! The how and what of marketing are the last things I think about when I create a new product.
I don’t start thinking about advertising until my product is ready to share with the world. Thinking about marketing before your product is ready actually takes your mind and energy away from completing the product.
Once the product is complete, you need to think about marketing. There are several different aspects to a marketing strategy, unfortunately most people don’t consider all of them. When I think about marketing, I think about it using a 360 strategy. In other words, I think in all directions.
One thing I know up front is that I can’t depend on my list for the marketing success of my product. I know some of them will buy my product but to be really successful I need to go beyond my list. The sales to my list are gimme sales, they are the low hanging fruit. What I call marketing is what comes after my list…that’s the part you need to focus in on.
We need to about categories of marketing. But before we get into the actual marketing categories, we need to define who our audience is. We need to know our audience so we can determine the correct “message to market”.
Remember, if you don’t know who your audience is, you can’t deliver them a message that will resonate with them. If you send the wrong message to your audience or if you send the message to the wrong audience your product will fail, no matter how great it is. The audience with either not understand your message or not want your product.
For example, you may have a great weight loss product but if your audience is women, and your message says “lose that beer belly” it will, in all likelihood, fail to resonate with them. It’s the wrong message for that particular audience. If your market is middle-aged men, you’re probably right on with that message.
That brings up a good point. Never just choose one audience to market your product to—you need multiple audiences. Make an ongoing list of the multiple audiences you can target, especially with paid advertising. That way you can focus on delivering the correct message to the appropriate audience.
Using the weight loss example from above, we can promote the same weight loss product to both women and men. The only difference is the message you use when you market to each individual group.
This same product could be marketed to multiple audiences. For example, there are general groups like men and women. Then each general group can be broken down into smaller, more targeted groups. For example, men or women preparing for a vacation at the beach, women or men trying to fit into their old high school letter jacket or military uniform, men and women trying to lose weight before a wedding, a reunion etc. The audiences are almost unlimited.
It starts with one definition but keeps on growing and expand- ing. You have to make sure you grow and expand your message in order to connect with multiple audiences. By doing this your product can become evergreen.
That’s where the idea for my 30X strategy came in. I knew that at a bare minimum there were at LEAST 30 different markets for any given product. (For more information on the 30X strategy log into your Member’s area and search for 30X.)
Ultimately, we’ll create different landing pages for each of these audiences in order to sell to them properly. This is explained very well in my 30X training.
I think many marketers miss the “defining your audience” step. They only consider one angle and try to force that on multiple audiences, each with a different need. You need to know your audiences in order to sell the same product to multiple groups of people.
In doing this, you will many times discover that the original market you intended to promote your product to is not the best market for it. You may run into another market that you had not thought of that may be a better fit for your product.
With just a little brainstorming you’ll come up with multiple markets for your product. This isn’t something to get hung up on. Just keep an ongoing list of anyone you can think of who might have a use for your product.
You can keep adding to this list even after your product has launched. In fact, by continuing to build this list you may be able to extend the life of your product almost indefinitely by introducing it to new markets.
Each audience/market is targeted with a different message that directs them to an opt-in page that is targeted directly to them. By doing this you are gathering leads even if they don’t buy! This is why it’s so critical that we define our multiple audiences.