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September
2009
Finding
Out What People Want
One
of the biggest mistakes that beginning marketers make
is thinking that everybody will want to buy the product
or service they are selling. The marketer thinks that
just because they like or want the product or service
they offer, everyone else should want it too.
Of
course, when they market their product to others, they
are very disappointed they only make a few sales or
no sales at all.
Beginning
marketers are given the idea by those selling money
making opportunities, that it's all so easy. According
to them, all you have to do is place a few classified
ads, send out a few sales letters or post cards, or
get a web site set up on the Internet. Then you
can sit back and watch the money to roll in.
The
key to any successful marketing campaign is to find
out who your potential customer is, what they want,
and why do they want it. Before the rise of the Internet
this was done through Demographics and phycographics.
This was learning what a general group of people might
want to buy through their income level, where they live,
what make of car they drive, what type of publications
they read, how many children they have etc. etc. etc.
Experienced
marketers who used direct mail to target their
potential customers use a resource called the SRDS book
of lists. This is a gigantic directory of thousands
of companies who make another passive stream of income
by just renting their mailing lists of buying customers.
This directory can be found in the business section
of most Libraries. Experienced marketers will use this
directory as a research tool to find out what people
have purchased in a specific market, how much they paid
for the product and how recently they made a purchase.
Another
resource experienced marketers use to find out what
people are interested in is a directory of News Letters
in Print. This resource gives the marketer information
on the number of people who are interested in a product,
service or subject by the number of people who subscribe
to any given news letter(s).
Your
local library has dozens of directories that can be
researched to help you find what people or businesses
may want. Next we can take a look at finding out what
people want by doing some simple research on the Internet.
Using
the Internet as a Marketing Research Tool
Before
the rise of the Internet experienced marketers would
spend many hours in the library doing their due diligence,
trying to learn more about what their potential customers
wanted. Using the Internet to do this can make this
task a lot less time consuming. However, this is not
true in all cases. For example, if you would want to
research some of the directories that you can access
free at the Library, you would have to pay for this
service online.
Now
there are many free resources you can access on the
Internet that can help you find out what people want.
Tens of millions of people use the Internet every day
searching for information about the things they want.
Here are some simple methods I use to find out the interest
of people on any given subject:
1.
Go to article directories. Do a search on the subject
of interest and see how many articles come up on that
subject. On most of the article directories the system
will indicate how many clicks were made on that article.
If there are several articles written on that subject,
and those articles are getting several clicks, you can
be sure that there is an interest in the subject of
the article.
For
example, I went to EzineArticles.com and did a search
on "work at home jobs." There were several
articles written on this subject. Next, I did
a search on "bee keeping" and I didn't get
any results on this subject. However, that's not to
say that there is no interest in bee keeping. It's just
that there were no articles with the words "bee
keeping" in them. I could have searched for variations
on the keyword "bee keeping" and probably
found several articles on the subject of Bee keeping.
2.
You can also use free key word suggestion tools and
news groups to find how much interest there is in a
particular subject.
Next
let's drill down a little deeper to see if we can discover
what a potential customer really wants.
How
to Lazer Target What Your Customers Want
I
want to explain how to get a better idea of what your
potential customers really want. As you already know,
I use small ten or twelve word classified ads and a
voice mail box to generate leads.
My
small ad targets people who want to know more about
money making opportunities and if they really work.
In my voice mail greeting I offer the prospects the
opportunity to receive my 32 page booklet to learn more
about how money making opportunities really work. To
get them to leave their name and address, I tell them
that I'll reveal some of the biggest secrets the money
making opportunity sellers don't want them to know.
When
they leave their name and address, I don't send them
the booklet right away. What I send is a one page flyer
with several bullet point questions that state the following:
CAN
ANY OF THOSE MONEY MAKING OPPORTUNITIES REALLY WORK
FOR YOU?
Now
You Can Discover Some of the Biggest Secrets the Money
Making Opportunity Sellers Don't Want you to Know Including...
=>
Can you really start a home based business with
a budget of $50.00 to $200.00?
=>
Is it really possible to build a successful business
without doing any selling, or having all of the work
done for you?
=>
Can you really start and operate a home based
business with no experience?
=>
Can you really start make thousands of dollars
in three to six months?
=>
Is there really a secret formula that can make
anyone filthy rich?
=>
What's the real secret behind all those get-rich-quick
offers?
If
you want to know the answers to the above questions
and a whole lot more, Send for our FREE 32 page booklet:
"Shameless
Confessions of a Get-Rich-Quick Junkie"
Rush
3 F/C stamps to:
DSC,
7023 Hermitage St, Pittsburgh PA 15208, 1-412 363-7187
As
you can see, I ask the people who are really interested
in learning the answers to these questions to send three
stamps to receive the booklet. This allows me to save
on postage.
Next
time we'll take a look at the final step in my lead
generating strategy
The
Final Step to Laser Targeting Your Prospects
Here's
the final step in targeting potential customers and
finding out what they are really be interested in learning
more about. Below is the survey that I send out:
FREE
ADVISORY REQUEST FORM
_____YES
Greg, it makes perfect sense to me to learn all that
I can about building my business. I realize the importance
of having some one who has experience to offer helpful
tips, advice and resources to help me when ever I need
it.
And
the best part about this is you'll do this absolutely
FREE! I won't have to hire an expensive consultant who
may charge me $50.00 to $500.00 to give me some of the
same advice you'll give me FREE!
On
that basis, I'm filling out the requested information
and returning it to you so that I can get started learning
and earning right away.
Filling out the information below will help me better
serve you, and provide you with the helpful information
that you might be looking for. This information will
not be shared with any one, it is for my personal records
only.
What
advice are you interested in receiving about starting
or building your home based business? Please check your
first seven choices only and when you return this survey
I will send you free information related to your interests.
Please fill out both sides of this form.
_____
I need money to get started
_____
I don't have anything to sell
_____
I want to know the quickest way to start making money
_____
I want to know, what are the best products to sell
_____
I want to know the best sources for learning about Mail
Order
_____
I want to know the best sources for learning how to
sell on Ebay
_____
I want to learn more about Internet money making opportunities
_____
I want to learn more about how to market with direct
mail
_____
I want to learn how to build a mailing list
_____
I want to know how to create my own information products
_____
I want to learn how to get free advertising
_____
I want to learn about Import/Export
_____
I want to learn about Finder Fee Programs
_____
I want to learn how to form profitable Joint Ventures
_____
I'm interested in work at home jobs
What
would be your preferred method of learning about the
above information? Please check your first three choices.
_____Hard
copy news letter _____Email mini
course _____on CD's _____ DVD's _____Audio
Tapes _____Tele-Seminars
_____
One-on-One telephone coaching _____Written
Reports/Books
How
do you prefer to be contacted?
_____Direct
Mail _____Email _____Telephone.
Thank
you for helping me by completing the above information.
Please fill out your contact information below and send
it to me in the enclosed envelope. When I receive your
form, I will send you a special FREE report that is
related to your interests.
Please PRINT CLEARLY
Name________________________________________
Address______________________________________
City/State/Zip___________________________________
Phone_____________________________________
E-Mail___________________________________
PLEASE
SEND TO:
Day-Star
Communications, 7023 Hermitage St, Pittsburgh PA 15208
1-(412) 363-7187 Email gbey@pghmail.com
Now,
this is just to give you an idea of what you will need
to do to find out a little more about what your potential
customers may want.
The
survey is an important part of this strategy because
if you want to know what people who have shown an interest
in a particular subject, the best and most direct way
is to simply ask.
The
above survey is what is called a closed end survey becuase
it asks people to choose from a list of answers to the
questions. You can also use an open end survey and let
people write their own answers.
Next
time we'll move on to more simple marketing strategies.
Warmly
Greg Bey
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