Tuesday, August 27, 2013
Don't Stop Screaming, but Scream at the Right People.
When it comes to marketing, we live in what Michael Hyatt calls a "noisy world." The average consumer is presented with 3500 advertisements per.... DAY! That's 24,500 per week; 98,000 per month. To handle this deluge of information, the brain dumps all unimportant, inconsequential, and non urgent information in the trash. So your mass tweet, Facebook post, or even radio interview is about as effective as a business card posted on a light pole on the interstate.
But don't stop screaming! Just scream to the right people. Define and target your core audience. To be sure, your core audience is NOT people who could use your book. Your core audience is a person who needs, no desperately needs your book. A person who will hear or read your advertisement and take immediate action.
If your book is on finance, your core audience is the person who is on the verge of bankruptcy. So when they hear the value statements of your book, "My book will teach you how to regain control of your finances and enjoy your life" that person will be more likely to take action.
Don't stop screaming, just scream at the right people. Take the time to figure out who that core audience is.