Today I started listening again to Episode 142 of the I love Marketing Podcast, the one with Richard Viguerie. This guy is awesome. He is 80 years old and still studies marketing at least 2 hours day. I love how his passion for his craft comes through as he talks about his past and present in the world of direct response marketing.
I will be dissecting this episode down over the next few days to pull out the action steps and nuggets of wisdom that I want to remember.
“Supply the impulse that will make it easier for him to go forward with the crowd than to stand still or draw back. How are you to do it? . . . see if you can make it easier for your customer, already started, to keep going forward rather than stop and turn around and go back.” Robert Collier
This is interesting to think about. I have a lot of customers who are in the pipeline currently. They have expressed interest and even verbally said that they wanted to go forward but haven’t taken the final steps. What is it that is holding them back? What can I do to make it easier to go forward than to go back? This is what I will be mulling over tonight.
I just finished listening to Episode 144 of the ILoveMarketing.com podcast where Dean and Joe interview John Dumas. I loved the part in about the 50th minute where he gives the advice to select a niche and then niche it down and keep niching down until it hurts. Then you can start speaking to that small niche and build up from there. Great advice. I have niched down quite a bit but I’m wondering if I need to go down further.
“The idea of planning to dominate. It’s always so much easier to go into a market like that and to be the dominant player in any one of those niches. Because once you start dominating, the profits are so much better.” Dean Jackson
I was at the checkout counter this past weekend buying some gardening supplies when I noticed a display that had the above product. I wish I had taken a picture of the display. I think this is a good example of Profit Activator #1. Right next to the Healthy Feet cream they had the Healthy Hand cream which was in a pink container. I’m guessing it was the same cream but packaged separately to narrow down the target market. If it had said foot and hand cream I probably wouldn’t have purchased it, but because my feet are really dry right now this spoke directly to my need.
I finished Icarus Deception by Seth Godin yesterday. I really enjoyed the book. Seth isn’t one for giving a road map. He doesn’t give step by step instructions on how to implement what he is talking about. He is more about helping us to change our context. The main take away from the book for me is that we all need to be creating our own “art.” We need to find our way to contribute to the world, to create and give what we have. We need to realize that the world has changed. We are no longer living in the industrial economy but are now in the connection economy. We have the capacity to add to others and lift them in ways we never had available to us 10 years ago. It is an exciting time to be alive.
I would give Icarus Deception 4 1/2 stars. It is one that I will definitely be reading again so that the principles can sink in.
Tonight we had a house concert. A friend of mine played and sang an acoustic guitar set to about 20 of us in the living room of one of our friends. It was fantastic. He is super talented, connects well with the audience and plays very moving music. He is starting a campaign next week to raise money for a new album he wants to create. He will be using local talent and recording studios etc. and a portion of the proceeds will go to a local charity for needy children. What does this have to do with marketing? Well, that is what he is missing. Here is someone who is filled with talent and drive and desire but doesn’t have enough people that know about his craft and his art. He needs to build a following. I wish I had the marketing skills already in my tool belt so I could step in and put together strategies to help him build his tribe. It is hard for me to see good people who I know who could touch the lives of so many people for the better if they knew how to get in front of them. Yet another reason why I want to master the craft of marketing.
So far we have narrowed the focus of the single target market for Skincarebysoleil.com to the following:
Live in Ventura
Have discretionary income to spend
Now the issue becomes how do we get in front of these people? It is freeing to know what the target market is though. Now, all of my thoughts and focus are on just this segment and I don’t have to spend time thinking about the rest of the population of Ventura.