by John Glube
Synopsis:
This article will give your reader, when preparing his (or her marketing material) some useful tips (okay maybe I am biased, since I wrote the article), on how to find out what her market wants and who is her ideal customer.
According to:
http://www.busitoolz.com/BestFormat.aspx
The line count is 139 and the word count is 773, including Subject line, by-line and resource box. The article is formatted to 65 cpl.
Okay, now for the legal and other stuff:
1. You have a non-exclusive world wide royalty free license to republish this article in any medium, as long as:
* You do not use it any form of UCE, (which automatically terminates your license)
* You republish the article in it's entirety, byline and resource box.
2. As a publisher, you may feel obliged to make minor corrections, etc. (Why, I can't imagine, but it can happen.) I do ask you let me know of the desired editorial changes and we can agree upon the changes before you re-publish the article.
3. The links are set up on the basis of your publishing in a text format. Do you publish in HTML? Let me know and I will gladly set up the links for you.
4. This article is essentially an extract of a longer piece which you can read online here:
http://www.learnsteps4profit.com/art8.html
Were you interested in republishing the longer piece, You can have a non-exlusive license on the same terms as above. I only ask you republish the article in entirety, byline and resource box. As a publisher and editor, if you are of the view editorial changes are required, (again, I can't think of any, but then you never know) just let me know, so I can review and approve as appropriate.
Kind regards,
John
P.S. The article does not include my signature line, found beneath the resource box.
John Glube
Toronto, Canada
Voice: 416-535-6366
http://www.learnsteps4profit.com
-----------------------------------------
How To Find Out Who Is Your Market
by John Glube, © 2003, all rights reserved of Head's Up - A
Copywriter's Journal
What do yah mean, who is my market? I send out my message
to anyone who will read it.
Uh huh ... what I call the splatter gun approach. Splatter
enough mud against the wall and maybe some of it will stick.
Let's back up for second and before putting pen to paper ask
yourself:
* What do people want?
* Who is your ideal customer?
How do you go about finding the answers to these questions?
You market into the American market. What resource can you
access where you can find out almost anything you want to know
about the American people?
The U.S. Government. Why not take a stroll over to the US Census
bureau and look around at the wealth of information at your
finger tips. Also, there is FedStates Home, your gateway to
statistics from over 100 U.S. Federal agencies.
A quick example. You are considering marketing a health related
product.
Doing a quick search under H for health you find the topic:
overweight and obesity.
Heard anything about this on the news lately?
FedStates Home: http://www.fedstats.gov/cgi-bin/A2Z.cgi?H
Using this link, you find yourself taken to a page with the
title Statistics Related to Overweight and Obesity. A quick
glance at this page tells you:
Nearly two-thirds of adults in the United States are overweight
and 30.5 percent are obese, according to data from the 1999-2000
National Health and Nutrition Examination Survey (NHANES).
The information on this page also tells you what health risks
are associated with being overweight and obese.
NIDDK - Statistics Related to Overweight and Obesity:
http://www.niddk.nih.gov/health/nutrit/pubs/statobes.htm#topstats
Hmm ... the Government telling its people they are at risk ...
might this create a want?
To find out whether people care, why not check out what terms
people have been using to carry out searches on the Internet.
One source for this information is overture.com. You can do a
term suggestion search to get an idea of the terms being
searched. For example, in June, 2003:
* The word health was searched 593,996 times and the word
diet was searched 271,216 times.
Interesting ... and you can use this tool to drill down and get
more specific results.
Overture - Advertiser Center - Tools:
http://www.content.overture.com/d/USm/adcenter/tools/index.jhtml
Also, you will want to do some searches through the marketing
forums and at google.group.com to see what products are being
discussed, what people are looking for and what are people's
concerns.
Okay, so you have established there is a market want. Next
question, who wants to know how to loose weight? Aha, people who
are overweight.
But, has anyone gathered any statistics on who in America is
overweight?
* Would you like to know, the sex, race, age, income, marital
status, location and so on of your potential customers?
And when you get this information,
* Would it be important to know how many of these people have
Internet access?
Guess were? Yes, the U.S. Government.
U.S. Census Bureau: http://www.census.gov
By the way, on average 72 million Americans go online everyday.
Now, would it be useful to know what people do each day while
they are online?
For example are people looking for information or do people go
onto the Internet to read advertising and buy stuff?
And are there any hot information topics out there?
Here is one source. The Pew Internet American Life Project.
This is a non-profit initiative of the Pew Research Center for
People and the Press.
Pew Internet American Life Project:
http://www.pewinternet.org/index.asp
You will find a wealth of information at this site, including a
report called Daily Internet Activities. This report is
updated quarterly and contains a chart detailing the percentage
of Internet Users who do a specific online activity on any given
day.
Daily Internet Activities:
http://www.pewinternet.org/reports/chart.asp?img=Daily_Internet_Activities.htm
The point of this little exercise? To quote from Claude Hopkins
in Chapter 11 of Scientific Advertising:
An ad-writer, to have a chance at success, must gain full
information on his subject.
Now with the information you have gathered, you can hone your
message, writing to one person, your ideal customer and with
the knowledge you have gained, know your ideal customer will
reward you many times.
John Glube, Toronto, Canada, Publisher and Editor of Head's Up,
A Copywriter's Journal. Not yet subscribed to the Journal? To
get the details, plus your Rewards showing you How Anyone Can
Get More Buyers as your reward and learn how you can place your
400 character business to business ad, use this:
http://www.goldbar.net/go.php?id=4914c=820ac=art7
Menu 16 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
