Advice for developing a target audience

Target audience development.png

When you are doing a digital media campaign for a brand what do you need to do? you need to decide who to target. I would say the most important target factors to consider are geography & age. The rest is all just gravy, especially if you approach your marketing from a 0 sales perspective. Here is some advice for creating a target audience from the 0 sales perspective.

  1. Shotgun your strategy – Fire everywhere because you do not know who your brand appeals hit the hardest. So just fire everywhere until you catch someone.
  2. Prepare to learn – I thought my biggest appeal for my own business with my first customer was quick website setup. It actually was English speaking, website setup. It is always good to be prepared to change your thinking.
  3. How do they talk to you about your brand? – You need to know what people already think and develop your message from there. Not some imaginary start point irrelevant to where you are. Despite what you might think about Marketing it is not magical brain washing. If you have not talked to any potential customers yet in person… What the hell are you doing? Get off your computer and do it!
  4. Hit global targets online, local targets in person – This is what I hate about Facebook, I have never gotten a Boosted post to target an American or UK audience. I do not want to hit local targets online. Since I had a Nintendo Wii I wanted to use the web to connect with a global audience. When I first started my business I forgot that. Thanks to Fiverr I remembered. If you do not plan on personal sales at all. Your business will go under, that is a fact not a suggestion.
  5. Learn how they use technology – For example everyone I know reads my website on their phone & link through Facebook. That is why I make my website mobile adaptive and keep my Facebook content active.
Segmenting by geography
“I was so sold that a website was a great tool for local marketing. To some level it is but it will never be as powerful as face to face. What is web marketing is better for? It is better for global marketing. That is why I love that my business relies more on Fiverr than Facebook for marketing now. Now I connect with real live Public Relations companies and blogs around the world instead of focusing on Facebook ads. ” – Ashton Deroy 

 

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“All Marketers really are embellishers.” My thoughts on Seth Godin’s All Marketers are Liars/Story Tellers. book.

Book club review All Marketers are Liars. Review by Ashton Deroy.png

Hello Readers,

Thank you for checking out my website for the new ePortfolio format. This will be my 1 millionth ePortfolio. I drastically embellish of course… That is really what marketing is all about. Despite what this book says about telling authentic stories, I would say the author himself is not a very authentic person. 

“All Marketers really are embellishers.” Do you want proof? As an online reader, you have probably never heard of Seth Godin until coming across my blog here today. Go read how the man describes himself in his own website bio. Then the slams I am about to have on this man’s book will make a lot more sense. Conceded and exaggerated self-importance really comes to mind.

Today I am reviewing Seth Godin’s All Marketers are Liars Story Tellers.

A book somehow described as an “Underground Classic”. I have a new quote for it, A waste of time. The Seneca College professors I know could publish something more interesting based on working in media sales, Beer marketing or even political advertising. This is an awful book.

Okay, so I obviously can not just sit here defaming an author without explaining why I did not like this book and I only gave it 2 stars on Google Play. Let me break down why this book was not a great or useful to the target reader. Who is the target reader? People working in or aspiring to careers in Marketing. That is your key target. 

  1. What is wrong with the book? The book offers already existing worldviews and nothing new. It is not motivational and it is not authoritative. If I didn’t read his bio I would think he was an amateur writer with no subject matter expertise. 
  2. The book doesn’t frame the collected works as a story. They just frame it as collected work. How are they talking about storytelling without telling a great story?
  3. What do we want from a marketing book? We want motivation, we want excitement. We want the keys to great campaigns and rich people. 
  4. The best points of this book can be summarized in under 1000 words. How did he extend it into 130-200 pages? Page 32 Ebook he uses media as an example instead of personal storytelling examples. “Seth Godin please, personalize your own spin on things. “
  5. Just get to the point, tell your story & get out – Points of reading this book were inconclusive and annoying. If I wasn’t dead set on reading it before the end of the semester. I would of put it down and never picked it up again. For example, page 30 of the Ebook, discusses glimpses of a Worldviews. “All car salesmen are liars.”Seth Godin. We know this, let it go. Do not by any means put it in a book. There are a bunch more quotes like that, that wasn’t worth the 1.5 cents of ink to the page.

Key Takeaways from Seth Godin’s book, with my own spin on them:

  1. Their worldview and frames got there before you did -Basically yeah people decided their consumption preferences, religion, and perception of reality before you came in contact with them. The easiest thing for marketers to do is change small perceptions, not entire life images. 
  2. People notice only the new and then make a guess- As someone who promoted independently published persons. If your book is not a best seller in the first month on the market. It won’t make that kind of impact at all. I know this from working with authors who make the mistake of not making an Advertising and Public Relations budget for the release of their book. They don’t market the story so the book grows outdated and unpopular too fast. GoodReads hardly sells books!
  3. First impressions start the story – A Cliche you might have heard from an employment center about job interviews 5-10 times already. Yes, people decide whether to buy or hire you based on the first meeting. 
  4. Great marketers tell stories we believeSarcasm “However greater marketers don’t get you charged under the competition act for false advertising and unproven claims!” This is why Seth Godin’s book does focus on authenticity as a key selling benefit.  

Questions you could ask yourself before creating online content: 

These are questions featured at the end of Seth Godin’s book, all Marketers are Liars Story Tellers.

“Which worldview are you addressing?

Which frame are you using?

What’s the story worth noticing?

How will you live your story?

What hard decisions are you willing to make in order to keep your story real and pure and authentic? (Compromise is the enemy of authenticity.) “

Conclusion

I love to read a book that is useful, teaches me something or tells a great story. This book did none of these things. I would say this book targets people in marketing looking to make their own stories, but how can I say that about an author in Seth Godin who does not tell his own story? Instead of saying that I will say it the best way I can, do not purchase this book at all.

Citations pending…