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Scattergun Approach
© 2003
by Bob Osgoodby
A scattergun, or more commonly referred to as a shotgun,
fires many pellets into the air hoping that one or two might
hit the target. Most however miss and fall harmlessly
to the ground.
The scattergun approach in advertising, is when you don't
try to isolate your potential customers from the general
population.
While you may find a few people who will buy your product,
the majority of your advertising dollar is being wasted on
people who aren't a potential customer.
When describing a particularly good salesperson, it is often
said they could sell Ice Boxes to Eskimos. Now for those who
may not know what an "Ice Box" is, think of your
refrigerator - the kind you plug in to keep your food cold.
Eskimos, of course live in a very cold climate, and would
have little use for a box to keep
ice in.
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Some salespeople however have an extraordinary talent,
and can convince someone they absolutely need something,
even if they don't. Now, everyone is not that type of a
super salesperson, and you may have to be a little more
realistic.
Are you trying to sell "Ice Boxes" to Eskimos? You
may think that you're not, but if your ads aren't reaching
your target market, then you might just as well be. There's
no way you'll succeed in your business on the Internet,
unless you're selling to your target market!
So what is a target market? Simply put, it consists of
people who may have an interest in what you are trying to
sell.
Finding prospects for your target market, whatever it may
be, is not that difficult. A quick way is to do a search on
the web using keywords that would relate to your target
market. This is an ideal place to attempt to develop
mutually beneficial marketing agreements.
Now, don't get me wrong - I am not suggesting you find these
web sites and send them unsolicited commercial email - in
other words "Spam". There is software available
that will find these sites by the thousand, and you must
resist that impulse. If however, you send a personal email,
suggesting a symbiotic relationship, few people would take
umbrage. The ideal candidate you might find is
not in a competing business, but in an allied business.
Ezines, by any account, are the absolute best way to isolate
a target market. Most of them sell advertising space, and
for a small investment, you can get your message out to
exactly the potential clientele you are seeking. Find
Ezines, which are of interest to your target market and take
out an ad.
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Another powerful method is to write an article that would
be of interest to the publisher of an Ezine. Most are hungry
for new and fresh content, and will publish your articles
with your "authors credits" at the end.
You have a much better chance of being published, if you try
to set up an exclusive arrangement with the publisher. Now
this doesn't mean that they are the only one you send the
article to. You may send them your article first, giving
them a chance to publish it, before you send it to others.
If you get to be known as an expert in your field, whatever
it may be, you will find your potential clients approaching
you. Once they do approach you, keep a file of their names
and email addresses. First send them a thank you note. You
can follow that up later with your actual sales messages.
Because you have
established a relationship, they will be more inclined to
read what you say.
Notice that you should include their name in the information
you capture as well as the email address. Now when you send
them your offers, you can start it off with their first name
- like "Dear Bob". Most people will take the time
to read something that is that personal, as it immediately
separates your email from all the other junk they receive.
If you don't use the "Scatter Gun" approach, you
won't have to try to sell that proverbial "Ice
Box". You have identified your target market, and your
advertising dollars should generate the desired result.
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ABOUT THE AUTHOR:
Did you know that subscribers to Bob Osgoodby's Free Ezine
the "Tip of the Day" get a Free Ad for their
Business at his Web Site? Great Business and Computer Tips -
Monday thru Friday. Instructions on how to place your ad are
in the Newsletter. Subscribe at: http://adv-marketing.com/business/subscribe2.htm
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