The Edge Marketing

The movie, “Field of Dreams” opens with a farmer standing in a cornfield. He hears a disembodied voice saying, “If you build it, he will come”…by the end of the movie the mantra has changed to “If you build it, they will come”.

The movie takes a religious theme and applies it to baseball. The story appeals to our sense of order in the universe, that if you create something exceptional whether it be a product or service, it will take on a life of it’s own and automatically be successful.

In reality, we know that that is not so. “Build a better mousetrap and the world will beat a path to your door.” It didn’t work when the better mousetrap was designed and it won’t work now.

How are you going to reach your prospective customers?

Look beyond the features of your products and services, to the reason the customer would want to do business with you.

Developing an effective strategy requires a clear idea of who your core group of prospects is.

Demographics – age, sex, education, income

Are augmented by

Psychographics – style, buying habits, personality, values, ideology, attitudes and issues of the day and the consumers stage of life.

Identify the main motivation of your customer, reach out and touch them with an emotional message they are compelled to act on. Each market segment has it’s own triggers, which is why it is ineffective to say “everyone is my target market” and try to use one message and medium to reach them.

Pain is a greater motivator than pleasure. Pain of loss, pain of being laughed at, pain of being left out, pain of looking old, pain of looking unsuccessful…what pain does your customer have? How can you communicate your understanding of their problem and the fact that you can take away the pain?

Motivation is also affected by current trends. Today’s consumer doesn’t believe in promises, anymore. You only have to look at the most popular shows on TV and the resultant association the phrase “You’re fired” conveys to realize that there is a hunger for truth. The show alone isn't enough. There is a whole spin off of "behind the scenes", even more real reality TV.

Stating a “truth” is not enough, form a connection.

Delivering a clear, concise message, often, to a small group of receptive people is much more effective than using the scattergun approach.

Be willing to embrace new ideas, be excited about the opportunities presented by being seen as different, and have the dedication and commitment to stick to your plan to reach out and touch someone.

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