Selling ice to eskimos

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I took a speech class in college. When it was time to deliver my presentation, I talked about insurance and retirement planning. Yep, to a bunch of 18-year olds.

A friend was selling insurance and provided me with information I could use in the presentation. I made the case for buying insurance when you’re young and the insurance is cheap. I told them I had purchased a policy for that reason and encouraged them to do the same. I offered to introduce them to my friend who could tell them more.

As you might have guessed, despite doing a good presentation (according to my teacher), there were no takers.

I had a good message (arguably) but delivered it to the wrong audience.

If my audience had been a group of newly married young people or young couples who had just had a child, I might have gotten better results.

There are many elements that go into crafting a marketing message but none is more important than your audience. If your audience doesn’t have the legal problem you’re talking about, for example, and believes they are unlikely to ever have it, your message will fall on deaf ears.

A well-crafted message with a crazy-good offer heard by the wrong audience will fail. A mediocre message and offer delivered to the right audience, however, might do just fine.

Before you do any presentation, write a blog post or article, record a video, send mail or email to a list, or run an ad, the first question you must ask is, “Who is the audience?”

If you have the wrong audience for your message, you either need to change the audience or change the message.

If you’re a personal injury lawyer and you’re addressing a group of people who have never been in an accident, don’t talk to them about how to get the highest settlement, talk to them about what to do when they do have an accident.

Sales people pre-qualify prospects and leads before talking to them, and you should, too. Find out if your audience needs what you’re selling and if they can afford to buy it. If they don’t need it or can’t afford it, go talk to someone else.

Get your website to pre-sell your services to visitors. Click here

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