PRACTICE MARKETING blog

In the attached podcast, I’m coming back from a 2nd meeting I had a with a financial planner… I recorded the Anecdote:

Adversity/Aspiration: The financial planner was going after the typical “wealthy business owner” market. He wanted to make his marketing efforts more effective. He knew his marketing wasn’t focused, but didn’t know exactly where to begin.

Advice/Actions: My podcast showcases how I started to help him explore & define the right target market Community. Listen how we’ve started to uncover the answers to these questions: 1) What are the common Demographics of your target market community? 2) What’s their mindset, Psycographics, symptoms, aspirations & adversities? 3) What are their common hobbies & Habits that exhibit their community belonging? 4) How does your community spend Money on complimentary & competitive products & services? 5) What are the names of the Clubs & media to which your community attend/subscribe? 6) What is your personal brand (rational & emotional) Appeal to this community?

Advantage/Achievement: ~ With one of my 45-minute exercises, the financial planner can now immediately differentiate himself from the vast competition. Of course, he’ll need to improve his specific expertise and competencies. And he should adapt the 6 Buzz Streams for this Community.

~ His name will immediately pop into the minds of his colleagues as they’re in front of the right people. They’ll know the two of them will connect well! And what Catchphrases to say to perk interest.

~ He can identify & focus on clever channels that pinpoint his community’s hobbies & habits. His marketing collaterals will immediately spark interest… with the right words, imagery, and anecdotes.

~ How else can a unified target market Community help?

Listen to the audio anecdote. Take the time to answer these 6 questions for yourself. Have you answered them correctly? I gave you a quick thumb-rule at the end of the audio. What’s your personal brand Appeal? Describe your unified target market Community in the comments.

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I go to A LOT of networking events… through chambers, professional/trade groups, etc.  If you don’t… you should:  It’s a great way to not only prospect directly, but to develop a word-of-mouth referral network, and to add to your e-mail database.

Those of us who are active in our business community may become “sick and tired” of seeing “the same people” over and over again.  First of all, we’re ‘obligated’ to say hi.  And after I do, I tend to say, “Alright… we know each other, let’s meet some new people!”

But there’s another way to make the best of seeing familiar faces… as my podcast explains.

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