The word marketing conjures up a variety of different images in everybody’s mind. Often the “used care salesman” is described as one of the most undesirable marketing stereotypes. I see marketing as a continuum. There is a a line with a starting point of zero and it goes up to 100. You as a business owner and marketer have to find the point on that continuum that you resonate with, that you are comfortable with and that you can live with. Zero is no marketing at all and 100 is a full campaign with all the bells and whistles.

We don’t mean that you shouldn’t seek expert advice or guidance and follow their suggestions. Of course,  your campaign, your message, your method of marketing has to fit your target market, otherwise it is a waste of time and money. You have to know your target market. You also have to know yourself – are you your target market? If yes, then market to your potential customers they way you would like to be marketed to. Use the same methods and techniques that you feel good about, that make you buy and come back for more business.

The other scenario is that you are not your target market, that you are marketing to potential buyers whose tastes, ways of life, emotions and ways of thinking are worlds apart from yours. In that case, you have to put aside all your own preferences, likes and dislikes and put yourself into “their shoes”. This is easier said than done and it is much more likely that you will need more advice to market to a group of people who are not normally within your circle of friends, acquaintances, have the same hobbies as you etc.

In case you are on a limited budget and cannot afford a copywriter, choose a product that you can relate to,  a market you know well and write and talk to them like you would to a friend who has a problem or needs help with an issue. Tell them all about the benefits of your product, how it can help them, how they will feel after using the product and anything else that is relevant.

See how you go with that approach first, adjust your sales letter (or audio or video) “tweak it” and measure your results. Your sales letter is not working? Change one thing at a time, so you know what works and what doesn’t.

Till next time,

Connie and Charly

from

http://www.stretchyourmindandbody.com