Monday, August 9, 2010

Monday Marketing - Part 3: The Target Customer

It's been a while since we've done a Monday Marketing. Last time, we talked about the Marketing Mix - the 4 P's & 4 C's of marketing, which all revolve around the Target Customer.

I said we'd get into the first P - Product today, but I lied. After reading that post, I realized that we needed to spend a little more time on the Target Customer. It's the most important part of the Marketing Mix, after all, because without a customer - a reader, a buyer, a spouse or child or employer - there's no reason for the rest. You need a Customer but, more specifically, you need to identify a Target Customer. (Yes, seriously think about your customer having a target on their head because you really are aiming for it. Well, actually, the heart. Put the target on the heart because you want your customer to lllluuuuurrrrvvvveee you.)

For just about anything you're trying to market - your book, your blog, your need for a raise, household chores - you have more than one type of customer. The rest of your Marketing Mix changes, depending on which customer you're targeting. For example, if you'd like your husband to take out the trash, the "price" and promotional message are going to be different than if you ask your kid to do the same thing.

Or perhaps your book is a mystery with paranormal and romantic elements. Your readers (and possibly potential agents) could prefer any of those genres. But when you're marketing - querying or deciding which websites to advertise on - you have to pick your Target Customer and aim the rest of the Marketing Mix at that particular customer. So your query letter discusses the Big Murder Mystery when targeting an agent who represents mysteries. You know romance readers will love your book, so you put an ad on the I Love Fabio forum that emphasizes the romance (I have no idea if that forum exists, so please don't ask where, no matter how much you're dying to know).

Sometimes your product even changes. Perhaps you get this great idea for a paranormal story and you decide it would be most enjoyed by Young Adult readers, but you've always written adult mainstream. You have to make adjustments to your style, your choice of words, sentence structures, pacing, etc., to meet the needs and desires of this new audience. If you've already started writing before you realize it would be better as YA, then you may even need to make changes to the character and some of the plot.

Book bloggers often start additional blogs to create a new product for a different Target Customer (or target market - same thing, different word). On one blog, they review YA novels, on another they emphasize adult reading and perhaps even on another they do erotica or noir thriller. They probably don't want their YA audience on that last one. The looks of each blog are probably going to be very different and the style of writing may be as well.

If you have experience in both retail sales and computer programming and you really just. Need. A. Job., you'll probably apply for both types. You're not going to use the same resume, though. One will emphasize your sales experience and the other your techno-geek stuff. When you go in for an interview at Hoity-Toity Boutique, you're not going to tell them all about how you can write  video-gaming software. You're targeting your Marketing Mix to the customer.

The point is, you must know your Target Customer and their needs and desires, and then create a Marketing Mix specifically for them. And yes, that may mean you have multiple Marketing Mixes for the same product or for the same customer.

Your customers all tune into WIIFM - What's In It For Me. This applies to potential employers, spouses, kids, readers, buyers - anyone. It's just human nature. They want to know what they're going to get from you. Not what some other person with different likes and interests will get. What they will get. So you target everything toward them specifically.

All that to stress to you that you must know your customers and then you must really know your Target Customer. Know their needs, desires, what keeps them up at night, what they dream about, what they fear, what their biggest problems are, what makes them happiest, etc. Know everything, or at least as much as possible. Think of someone you know who is your Target Customer and study them. When you know your Target Customer, then you can tailor the rest of the Marketing Mix to them and see success.

Questions? Shoot 'em at me!

52 comments:

  1. Eek! Flashback to my drug rep days. Great advice, tho!

    ReplyDelete
  2. Interesting post. I've been thinking of doing book reviews and put up a poll. So far, people are saying keep it on the writing blog instead of having a new blog started. Never even thought about the genres I'd be reviewing. hmmm Much to think about.

    ReplyDelete
  3. This was so interesting and informative. I've no idea how to market myself and my future work. Small publishers expect this kind of help from their authors so I'm going to be learning a lot from you. Thanks for stopping by and following me!

    ReplyDelete
  4. And you thought writing would let you escape sales and marketing, Stina. If only...

    ReplyDelete
  5. Dawn, how often would you do reviews? If only once a month or when you read a good book, I'd say keep it on your writing blog, too. But if you want a full-fledged review site, I would think you'd want to keep it separate. And on that note, I've been wanting to do a review site, but I'm afraid I won't have time. Wondering if any other writers might want to go in together... Any takers? :)

    ReplyDelete
  6. Hi, Catherine, Thank you for stopping by, too! Marketing is good for all writers to know, whether they go indie, with small publishers or big ones. I hope you do learn a few things. :)

    ReplyDelete
  7. My cousin recommended this blog and she was totally right keep up the fantastic work!


    Know Your Customer

    ReplyDelete
  8. Seasoned internet marketers maybe well versed in backlinking but what about internet newbies who don't even know what backlinks are, let alone how to generate them? Read this article to understand what a niche guest post is, why should should have backlinks and how you can go about acquiring backlinks.

    ReplyDelete
  9. If you are a creative-artistic entrepreneur - your need for a Business Money Plan (or commonly referred to as a Budget) is a necessity for your best business creative good. This isn't just for reasons of some advisor or accountant telling you that you need it - you should want to need and rely on it as part of your "creative stream."

    ReplyDelete
  10. I received my license and certification as soon as I finished school for massage therapy. I knew right away that I was going to start building my own practice out of my house as soon as I finished school (which is why a prerequisite of the home I was purchasing had to have an extra room for my business space). I built up my clientele and was quickly recognized as one of the top massage businesses in the area. vladimir vrbaski republika

    ReplyDelete
  11. Home improvement loans as their names say, are home loans meant to finance home modifications. Doing a modification in our home can either be necessary or just because we want our homes to look better. Within modifications or improvements, we can count general repairs, adding a new room, a bathroom, or redecorating the kitchen, just to mention some examples. Reliant Funding Benefits

    ReplyDelete
  12. Secured homeowner loans are an extremely flexible loan product which you can borrow and can conveniently repay the amount. In these loans you can borrow higher sum of money depending upon your needs. tribal loans

    ReplyDelete
  13. If you are a creative-artistic entrepreneur - your need for a Business Money Plan (or commonly referred to as a Budget) is a necessity for your best business creative good. This isn't just for reasons of some business advisor https://buycheapcad.com/autodesk-maya.html accountant telling you that you need it - you should want to need and rely on it as part of your "creative stream."

    ReplyDelete
  14. My wife style of bogus body art were being quite unsafe. Mother worked with gun first, after which they your lover snuck free upon an tattoo ink ink. I was sure the fact just about every should not be epidermal, due to the tattoo ink could be attracted from the entire body. make an own temporary tattoo picnic spots near bharuch

    ReplyDelete
  15. Man, I really enjoyed reading this message. You have convinced me to subscribe to your blog, but where can I find the RSS feed? keyshot pro

    ReplyDelete
  16. Nowhere on the Internet is there this much quality and clear information on this subject. How do I know? I know because I’ve searched this topic at length. Thank you. according to Shyam Advisory

    ReplyDelete
  17. ผ้าม่านเชียงใหม่ ( chiangmaicurtains ) รับทำผ้าม่านหน้าต่าง ม่านประตู ม่านจีบ ผ้าม่านโปร่งแสง ม่านปรับแสง ม่านทึบแสง ผ้าม่านกันuv ผ้าม่านม้วน ผ้าม่านประตูกระจก ผ้าม่านหลุยส์ ผ้าม่านกั้นแอร์ โดยพร้อมให้คำปรึกษา สีผ้าม่านเข้ากับสีห้อง ผ้าม่านห้องนอน ร้านผ้าม่านเชียงใหม่ราคาถูก

    ReplyDelete
  18. Where is your small business at now? Do you have a charted plan? Do you get great advise? This article highlights 10 points that will assist the small business mindset of each and every business owner that reads it. business directory brooklyn

    ReplyDelete
  19. Where is your small business at now? Do you have a charted plan? Do you get great advise? This article highlights 10 points that will assist the small business mindset of each and every business owner that reads it. http://www.quintly.com/blog/brand-text-analytics-consumer-insights

    ReplyDelete
  20. UAN or Universal Account Number is essential for you to access your PF records and ensure all your savings are being credited to your account. Accessing the UAN Member Portal at www.epfindia.gov.in through your UAN will help you simplify the various tasks that otherwise would have meant visiting your local Employees’ Provident Fund Organisation or EPFO office. EPFIndia.com

    ReplyDelete
  21. Where is your small business at now? Do you have a charted plan? Do you get great advise? This article highlights 10 points that will assist the small business mindset of each and every business owner that reads it. best public adjusters

    ReplyDelete
  22. Where is your small business at now? Do you have a charted plan? Do you get great advise? This article highlights 10 points that will assist the small business mindset of each and every business owner that reads it. مصور فوتوغرافي

    ReplyDelete
  23. Where is your small business at now? Do you have a charted plan? Do you get great advise? This article highlights 10 points that will assist the small business mindset of each and every business owner that reads it. climate news

    ReplyDelete
  24. Small and mid-sized businesses don't understand what identity theft can do to their business until it is too late. These thieves can gain access to key accounts and drain them, many times, before the bank is aware of the act. The cost of can be enormous and can shut a business down. There are three key steps every business must take to protect against this kind of crime. Criminals act quickly, so, a business must work hard to implement these key steps to protect its money, image and future. Nicolas Krafft

    ReplyDelete
  25. The purpose of this article is give you tips and strategies to help you with your new business. Although 80 percent of all new businesses fail, it's not usually due to lack of funding. It's usually comes down to knowledge, experience and leadership. Nicolas Krafft L'Oreal

    ReplyDelete
  26. Preparing yourself for 'going into business' is all about having an idea, researching the idea and drawing up a business plan. Getting this right is vital for your future small business success. Daniel Gordon

    ReplyDelete
  27. To hit gold in business, you have to think gold. What is your business all about? Writer and Producer

    ReplyDelete
  28. In order for any business to be successful, you must put ethics first and foremost. This means staying with what really works and staying away from what doesn't work. This isn't as easy as it seams as you will see from the article. However, it can be achieved. Who is Daniel Gordon

    ReplyDelete
  29. You have to build a website that is tempting to your target audience or market. But, if you want to do Internet marketing for increasing your business brand and sales, create it with a professional look, which is extremely vital these days. The designs of the site must depend completely on your business objectives and your online goals. You can hire a custom web designing company to create a custom design. One Off and Ongoing Website Maintenance Services

    ReplyDelete
  30. Have you ever wondered if blogging should be referred to as a business? A lot of people have treated their blogs as a casual project or past time that should not be given proper attention and care. Blogging requires investment in the form of time, money and energy. Since in most cases, it yields regular income, it should be treated as a profitable business and so must be handled with the mindset of a businessman. Daniel Gordon Yahoo

    ReplyDelete
  31. I have to convey my respect for your kindness for all those that require guidance on this one field. Your special commitment to passing the solution up and down has been incredibly functional and has continually empowered most people just like me to achieve their dreams. Your amazing insightful information entails much to me and especially to my peers. Thanks a ton; from all of us. รีวิวคาสิโน

    ReplyDelete
  32. I adore your wp web template, wherever would you obtain it through? 온라인 바카라

    ReplyDelete
  33. Hey there! Good post! Please when all could see a follow up! https://www.chintai-h.com/

    ReplyDelete
  34. With the world increasingly becoming a "Global Village," communication has literally as well as figuratively changed the very contours of how businesses operate as well as function. Any business either a small, medium or a large enterprise would need an answering service that is reliable, responsive as well as one where the companies could be rest assured of the services. A Small Business Phone Service would be the answer to most of the outstanding problems as well as issues that companies would have about communicating with both their clients as well as their customers. As these phones could be accessed anywhere, they become all the more priceless for small and medium businesses as they would need the facilities of these phones to flourish their businesses and generate both their revenues and their reputation in the market. Personal assistant

    ReplyDelete
  35. I feel that is among the so much important info for me. And i’m satisfied studying your article. However wanna commentary on some normal things, The site taste is ideal, the articles is actually nice . Good task, cheers. 파워볼 사이트

    ReplyDelete
  36. Greg has been managing a small surf shop by the beach. Business was doing quite well until some incidents of robbery occurred in the area. Since the perpetrators have not been found yet, everyone was suspicious especially when hiring an employee to help in the store. international private investigator

    ReplyDelete
  37. One of the most tragic missing persons cases to take place in the last few years is the disappearance of Natalee Holloway. There has been a lot of speculation as to what has happened to Natalee since her disappearance 3 years ago, and there have been quite a few developments in the case this past year. Natalee Holloway disappeared on May 30, 2005. private investigator hidden camera

    ReplyDelete
  38. Do you want to know the importance of Business Analyst Tools? When it comes to workflow management, you need to use all the tools and processes that streamline and optimize the operations of your business. For instance, you need to utilize software systems that enable you to get improved productivity. These systems include content management systems, document management systems and business process management (BPM) tools. cpilink.com/triton-ii-series-regenerative-thermal-oxidizers

    ReplyDelete
  39. Oh my goodness! a fantastic post dude. Many thanks Even so We are experiencing problem with ur rss . Do not know why Cannot sign up for it. Could there be everyone getting identical rss difficulty? Anyone who knows kindly respond. Thnkx check this out

    ReplyDelete
  40. Aw, i thought this was an exceptionally good post. In notion I must set up writing like that additionally – taking time and actual effort to produce a very good article… but what / things I say… I procrastinate alot and by no means manage to go completed. visit this site

    ReplyDelete
  41. Do you want to know the importance of Business Analyst Tools? When it comes to workflow management, you need to use all the tools and processes that streamline and optimize the operations of your business. For instance, you need to utilize software systems that enable you to get improved productivity. These systems include content management systems, document management systems and business process management (BPM) tools. Freedom Insurance

    ReplyDelete
  42. The one trait all successful business owners have in common is that they ask for help when they need it. And the good news is help is readily available. You can find a business counselor or coach in just about any location not far from you and sessions are often at no charge, especially if you're planning to start a business. Ebola antibodies

    ReplyDelete
  43. I received my license and certification as soon as I finished school for massage therapy. I knew right away that I was going to start building my own practice out of my house as soon as I finished school (which is why a prerequisite of the home I was purchasing had to have an extra room for my business space). I built up my clientele and was quickly recognized as one of the top massage businesses in the area. DUI Attorney Vancouver WA

    ReplyDelete
  44. Betfair is one of the largest betting exchanges in the world, as well as a superb platform for trading both sports and games. The concept of sports trading is frequently being discussed in articles, forums and blogs across the web - but not everyone knows that it's actually quite possible to make trades on traditional casino games - via Betfair Exchange Games. Betfair Exchange Games is an integrated part of the Betfair website and currently features seven different games with new ones being introduced from time to time. top discord servers to join

    ReplyDelete
  45. I’d ought to talk to you here. Which isn’t some thing I usually do! I spend time reading a post that will make people believe. Also, many thanks for permitting me to comment! sign company

    ReplyDelete
  46. Overview: Becoming a self-employed businessman is a great reputation in the society but the problems faced by the entrepreneurs from the day one of their business is enormous. It is a great challenge for a person to overcome all obstacles to become a successful businessman. The numerous problem faced by all is finance. Even great entrepreneurs of various industries have struggled a lot of financial crisis for setting up their business and to run their daily business operations. Thus finance plays a major role in the life of business people. Great ideas require the necessary financial support to bloom into a successful business. 출장

    ReplyDelete
  47. Free online internet gaming has exploded over the past 10 years and now comprises of a large collection of game developers, publishers, web portals and millions of casual game players. Talented game developers are in more limited supply than publishers and portals, yet even they are steadily growing in supply as more companies and brands look for sponsorship deals with high quality upcoming free games. The rapid growth of casual games has seen the emergence of many talented free game developers in the flash market, find out about some of the most exciting game developers and their highest rated titles. 텍사스홀덤

    ReplyDelete
  48. Hi there,
    Thanks for the blog loaded with so many information.
    Zeligz Web Store offers high quality & bug-free ICO Script for the customers according to their requirement to create a business and provide the live chat box facility to the users.

    ReplyDelete
  49. The Home Business industry is a multi-billion dollar industry, but unfortunately the vast majority of people (more than 95%) never achieve any level of success with it. Why? Because they don't know the 6 keys to home business success, and they give up before they see results. account bookkeeping

    ReplyDelete
  50. The one trait all successful business owners have in common is that they ask for help when they need it. And the good news is help is readily available. You can find a business counselor or coach in just about any location not far from you and sessions are often at no charge, especially if you're planning to start a business. cek resi jnt

    ReplyDelete
  51. Spot on with this write-up, I truly think this fabulous website needs considerably more consideration. I’ll apt to be again to learn a lot more, many thanks for that info. สล็อต เครดิตฟรี 100 ไม่ต้องฝาก

    ReplyDelete

My fave 3 Cs - coffee, chocolate and COMMENTS!