What To Do When Your 1 Year Old Hits You How to Hit Your Target Market Bullseye Every Time

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How to Hit Your Target Market Bullseye Every Time

IDEAL CUSTOMER: ME

My experience as a customer made me think about how nutrition marketers seem to ignore me.

I’m in a market segment best labeled as “murderous old man” (GOM).

No, seriously.

I know I’m in because my wife keeps telling me so. Old. Irritable. Just nice.

And I feel like I’m being overlooked by supplements.

How so?

First, I subscribe to several alternative health online newsletters. What I’ve received is always so common that I get the impression that the companies sending them don’t even know I exist.

This is surprising because I have two most important criteria for an ideal client.

First, I have disposable income that I allocate to supplements.

Second, I am very, very concerned about how to slow down age-related health challenges.

It’s just the beginning.

If you do good research, you’ll know a few more useful marketing tips for me and my fellow GOMs.

Like everyone else, we have certain typical needs. We want to feel important. We want you to know us and recognize our biggest health concerns.

We talk to me and my GOM colleagues are also told that we don’t consider ourselves “old”. We hate feeling outdated or out of touch with mainstream youth culture.

We are increasingly concerned with longevity.

We are readers and information seekers. This feature alone makes us respond to advertising.

Okay, so there are some important qualities that you can use to make me know you, like you, trust you… and buy from you.

The country’s states represent more than 10 percent of the US population. When we add women in our age group to the equation, the size of the market more than doubles.

I am more than just a customer who feels ignored.

I’m also a marketer who has figured out how to target my market segment. And the strategy I found works for all other market segments as well.

My experience with paid newsletter marketing illustrates what I found.

The conversion rate is around 30% and the renewal of orders around 75%.

It’s a pretty good conversion and very low turnover.

I first polled my freebie list to find just one demographic – seniors with my same health issues.

I then sent that group to a landing page specifically designed to meet their needs.

That’s it.

EASIEST TO REACH THE DESTINATION

What I’m describing is widely known among marketers who use email marketing.

This practice is called list segmentation.

In other words, removing one specific segment from a larger list of subscribers and then addressing the specific needs of that segment.

Conceptually, it is nothing new. It simply capitalizes on the old marketing message of finding out what people want and then giving it to them.

I made three key sections that apply to all markets.

1) Define and select a target segment from a larger list.

This is quite simple as email hosting services have already defined the technical steps of list segmentation.

2) Create compelling marketing copy that hits all the hot buttons in that segment. This is crucial to getting people in your target segment to take the action you want them to take – that is, to buy your products.

In short, this stage is all about communication. If Anthony Robbins’ definition is correct (and it is) – communication is the results you get.

If people aren’t buying, you’re not communicating.

3) Rinse and repeat each segment you want to hit.

There is no limit to how many segments you can define in your list.

I just mentioned a few. The number seems limitless.

My best copywriting mentor of all time, Joshua Boswell, once mentioned that he divided a client list into 72 segments. 72!

My experience is not unique. It’s a universal story that applies to every segment of marketing in every industry.

Wait, there’s more!

BONUS BENEFITS to your ROI

Finding valuable customers through list segmentation also has a beneficial flip side. It allows you to distinguish between “deadbeat” subscribers.

I don’t mean to be cynical here. The truth is, you’ve probably built your list around a bait piece, a free offer of some sort. That’s a good start. People love free things.

However, the majority of people who receive free information will not buy from you. They will probably even ignore your email without ever unsubscribing. They just hang on your list forever without buying anything.

While it can be confusing and maybe even annoying, it can also be expensive. Email service providers charge more as your list grows. By eliminating “perpetual non-buyers”, you can trim your list down to actual and likely buyers.

Thus, the cost savings can be significant. And spending time and money on just what’s left can skyrocket your ROI.

NEXT STEPS

So far, I’ve only outlined the concept of list segmentation and what you can expect from it. It is clearly a fundamental strategy behind successful email marketing.

Of course, all the high-tech bells and whistles of list segmentation still depend on compelling copy. Ultimately, it drives every marketing strategy regardless of platform.

That’s where I come in.

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