And in fact, thinking this way is a recipe for wasting a whole bunch o’ time on people who will NEVER buy what you’re selling.
Don’t believe me?
Well, think about this for a moment…
It doesn’t matter if you’re dressed sharp as a tack, sporting a contagious smile, and are prepared to deliver your kicked-up-a-notch presentation on the culinary merits of your new bacon opportunity (that’s so delicious it sells itself!)
Because if you’re audience is the annual Kosher fest in New Jersey…
No one’s buying!
…and more to the point: you and your abominable merchandise are getting kicked to the curb, to boot!
Makes perfect sense, right?
So allow me to repeat myself…
Selling & Prospecting isn’t a numbers game!
And sure, maybe this example sounds a bit hyperbolic, but 90% of home business owners make the deadly mistake of throwing their deal at the wall to see what sticks, so to speak, instead of investing time honing in on their target market.
Don’t let this happen to you!
Because when it comes to connecting with your prospects, there’s nothing more important than knowing exactly WHAT words to say and WHO to say them to.
And that’s precisely why we’re about to explore how to identify the right words to impact your prospects emotionally, and directly connect with what they’re looking for.
If you follow this process correctly, you’ll position yourself as THE consultant who can provide THE answers to your prospect’s specific problems.
So, to start, you’ll first need to…
Create a chart
I like to use a chart to list out all of my information visually.
This helps me stay focused and organized.
The chart has four columns:
- Your target market
- Your market’s pains and struggles
- Their desires or desired outcomes
- Their language
Okay, let’s dive in…
- #1: Target Market
With your blank chart in hand, the first step in this process is to choose a target market for whatever you want to promote.
So list out your potential target markets, pick one, and then fill in your first column.
Let’s first talk about a potential target market that I like to call “cubicle slaves.”
These are people who work at a corporate job that they hate, but are well compensated for.
Think of the “Dilbert” types.
Maybe they’re programmers, or accountants, or even lawyers.
It’s a white collar job, and they’re paid decently, but they hate their life…
- They hate their work
- They’re not fulfilled
- They feel like there’s something greater in store for them
That’s the cubicle slave market.
Why would I want to target those people?
Because they have money to invest in an opportunity or something that could dramatically change their lives.
- #2: Pains and Struggles
What are the pains and struggles a cubicle slave deals with?
- They hate their job
- They hate their boss
- They’re bored at work
- They’re unfulfilled at work
- They hate commuting in traffic
- They work too many hours (with or without more pay)
- They don’t have enough time with family (tied into their work hours)
- High stress levels
- No time freedom
You’re going to do the same thing for your target market.
Go on, fill in your details.
Whatever your target market’s pains and struggles are, list them out on your chart (soon you’ll use these pains and struggles in your own marketing).
- #3: Desired Outcomes
Under the desires column, you’re going to write out what these people want to achieve in their lives.
In the case of cubicle slaves, it would be:
- Time freedom—set their own hours
- More time with family
- Short commute or no commute—being able to work from home
- Job fulfillment—making an impact
- Financial freedom—more money
- Time for vacations and travel
- Less stress
Make sure to take your time filling out your chart.
This is super important, so don’t rush through it.
- #4: Language
When you choose the language to talk to your target market, remember that your language is likely different from theirs.
Your goal is to connect with them, so it’s important that you don’t use any words they won’t connect with and understand.
In your copy and your content, you want to make sure that you use the language they’re accustomed to.
So ask yourself…
What are some words this target market would use on a day-to-day basis?
For example, here’s the language a cubicle slave would use to describe their work environment…
- Time sheets
- Clocking in
- Working weekends
These are words that cubicle slaves use to talk to each other, right?
If you want to understand this market really well, just read Dilbert.
Once you’ve completed the four columns it’s dramatically easier to create winning ads, content, sales presentations, etc., etc.
Now we can get to work.
How to use your chart to create headlines
As you’re creating content, one formula you can use for writing a title or a headline is using the pains and desires of your target market in a sentence.
“How to ________ without _________”
You’re going to see this headline formula used often.
It’s how to get what you want—the desired outcomes from third column—without the pains of column two.
You are literally filling in the blank from the columns to build your headlines.
How to + (something from the desire column) + without + (something from the pain column)
This is so effective because when you’re communicating with people, in a nutshell, you want to say:
I can teach you how to get the desired outcome you want without having to deal with all the things you hate.
Now you’re ready to set up your advertising “pre-filter”
What’s that, you ask?
Well, pre-filtering is a method of leveraging platforms like Google, Facebook, YouTube, and Twitter to connect exclusively with the target market that’s most likely to respond to your offer…
…thereby saving your advertising dollars (and a lot of heartache) marketing to people who will NEVER become your customer.
Your pre-filter ensures you achieve a “message to market match” and will, for example, filter out all the people who are kosher…if you’re in the business of selling bacon. 😉
And if you found this content helpful, I would love to read your comments below!
Regina Lajera Success Academy