Finding your ideal customer is crucial to business success. Once you create that buyer persona, the rest pretty much falls into place. It becomes easier to build a strong brand, target your social media efforts and create other types of targeted content.
An easy way to understand the power of a buyer persona is to compare a small table of people at lunch to a stadium with thousands of spectators. Which group do you think is easier to sell to?
Marketers love to say KISS (Keep it simple, stupid.) This may be good advice, but only to a certain point. While you want to make your copy concise and easy to understand, you don’t want to insult your audience’s intelligence.
Here’s what you need to keep in mind when you go to write.
The Super Bowl is a huge event that has broken its own viewership record five of the last six years. In 2015, it had an average viewership of 114 million people, or over one-third of the U.S. population. While most people tune in for the game or the half-time show, the rest of us tune in for the commercials.
With an average price tag of $4.5 million per 30-second ad, why are companies spending their entire advertising budget on a single commercial? Brand exposure.
It was once again mid-December, and I was once again sitting and trying to come up with a list of resolutions. While going through some of the most common resolutions: get healthy, do more for others, etc. it hit me: these are great marketing resolutions, too.
Resolutions are a great concept. They give you focus for the year and motivate you to get more done. So often our work lives overlap with our personal lives—wouldn’t it be easier to just make one set of resolutions?
I’ll never forget the time I presented a well-researched monthly social media package to a new beauty client. He took a look at the first few posts for Twitter, scrunched up his nose, and said, “Let’s avoid exclamation marks. We’re all adults here.”
First off—what does that even mean? Second, how ridiculous! This client wanted his beauty brand’s tone of voice to match what he was accustomed to (he used to work as an investor on Wall Street).
But he failed to understand a fundamental truth of branding: you market to the customer, not yourself. His target market was beauty, but he didn’t know how to speak with their voice. He just didn’t get it.
If I had to sum up the past decade of marketing in one word, it would be “adaptation.”
Customers are just too smart. They block ads, ignore canned content, and are better read than ever before. They continue to be more and more empowered. So what’s a marketer to do? How can brands possibly react in time to shifting expectations, much less strategically?
In 1450, Gutenberg revolutionized printing. The first print magazine was published in Philadelphia in 1741. By 1839, posters were already so popular that they were banned on London properties. And less than 30 years later, in 1867, the first billboard went up.
Think about that. It took us 418 years to get from printing Bibles to renting out billboards. A glacial pace compared to the seismic shifts in today’s marketing landscapes.