Know Your Audience - The Paramount Principle of Marketing Psychology
0 views
Skip to first unread message
Marcia Yudkin
Apr 22, 2013, 10:40:03 AM4/22/13
to publish-the...@googlegroups.com
*****************************************************************
Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Marcia Yudkin
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=613512
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=613512
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Know Your Audience - The Paramount Principle of Marketing Psychology
Author: Marcia Yudkin
Word Count: 537
Article URL: http://www.isnare.com/?aid=613512&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=613512
Easy Publish Tool: http://www.isnare.com/html.php?aid=613512
*********************** ARTICLE START ***********************
Understand who you are selling to and directly address their needs, assumptions and expectations. This fundamental principle of marketing psychology sounds simplistic and obvious, but it�s violated tens of thousands of times every day by marketers who should know better, as well as by those who aren�t aware of the concept.
Psychologically it�s quite challenging � though crucial � to set aside your own perspective and put yourself in the place of buyers. Without doing so, you�ll encounter problems getting your target market to feel the appeal of your offerings and having them be satisfied with their purchase when they do buy.
Let�s look at a few of the points that follow from the cardinal principle of marketing psychology.
Audiences
What tempts one population can be a total turnoff for another population that differs from the first in geography, culture, age, gender or personal interests. For example, a fundraiser who moved from New York City to small-town Massachusetts found that donors in the former setting wanted to just write a check and see their names in lights, while their rural counterparts preferred anonymity and hands-on involvement.
Expectations
Customers are conditioned not only by what you explicitly say about what you�re selling but by previous experiences that they associate with your business. An adult education center where I taught for many years told its teachers to keep in mind that class participants expect the teacher to talk from the front of the room and for students to take notes. No one told them this; it came from having been in school decades earlier, and you violate such �rules� at your peril.
Language
Using the actual words customers use is far more persuasive than deploying synonyms. For instance, few parents talk about their youngsters� problems with enuresis. Rather, they search for solutions for bedwetting. Likewise, you create distance from customers if you talk about �mobile devices� when the customers think in terms of �cell phones.�
Motivators
If you don�t tie your products or services to the factors that motivate people to spend money, your marketing fails. Nothing substitutes for knowledge of audience hot buttons, because what gets one group of people to open up their wallets may have quite the opposite impact on another somewhat similar group of people. For example, entrepreneurial CEOs feel attracted to something presented as revolutionary, while corporate CEOs tend to prefer something standardized, prudent and safe.
Focus
Talking non-stop about yourself isn�t the best strategy on a first date, and it doesn�t work very well in marketing, either. Learn to couch facts about your product or service in terms of what they mean for the customer. For instance, you may be excited that your new widget incorporates GoTek 5.0, but the customer cares more that the new widget can go hours longer without a recharge and takes up less space in the car.
Once you master the art of connecting with the mindset and needs of potential buyers, you�ve scaled the highest hurdle in marketing, and the rest becomes relatively easy.
About The Author: Marcia Yudkin is the author of more than a dozen books, including 6 Steps to Free Publicity, now in its third edition, and Persuading People to Buy, from which this article is adapted. Learn more about her books on the fundamentals of turning strangers into customers: http://www.marketinginsightguides.com
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=613512
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Marcia Yudkin
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=613512
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=613512
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Know Your Audience - The Paramount Principle of Marketing Psychology
Author: Marcia Yudkin
Word Count: 537
Article URL: http://www.isnare.com/?aid=613512&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=613512
Easy Publish Tool: http://www.isnare.com/html.php?aid=613512
*********************** ARTICLE START ***********************
Understand who you are selling to and directly address their needs, assumptions and expectations. This fundamental principle of marketing psychology sounds simplistic and obvious, but it�s violated tens of thousands of times every day by marketers who should know better, as well as by those who aren�t aware of the concept.
Psychologically it�s quite challenging � though crucial � to set aside your own perspective and put yourself in the place of buyers. Without doing so, you�ll encounter problems getting your target market to feel the appeal of your offerings and having them be satisfied with their purchase when they do buy.
Let�s look at a few of the points that follow from the cardinal principle of marketing psychology.
Audiences
What tempts one population can be a total turnoff for another population that differs from the first in geography, culture, age, gender or personal interests. For example, a fundraiser who moved from New York City to small-town Massachusetts found that donors in the former setting wanted to just write a check and see their names in lights, while their rural counterparts preferred anonymity and hands-on involvement.
Expectations
Customers are conditioned not only by what you explicitly say about what you�re selling but by previous experiences that they associate with your business. An adult education center where I taught for many years told its teachers to keep in mind that class participants expect the teacher to talk from the front of the room and for students to take notes. No one told them this; it came from having been in school decades earlier, and you violate such �rules� at your peril.
Language
Using the actual words customers use is far more persuasive than deploying synonyms. For instance, few parents talk about their youngsters� problems with enuresis. Rather, they search for solutions for bedwetting. Likewise, you create distance from customers if you talk about �mobile devices� when the customers think in terms of �cell phones.�
Motivators
If you don�t tie your products or services to the factors that motivate people to spend money, your marketing fails. Nothing substitutes for knowledge of audience hot buttons, because what gets one group of people to open up their wallets may have quite the opposite impact on another somewhat similar group of people. For example, entrepreneurial CEOs feel attracted to something presented as revolutionary, while corporate CEOs tend to prefer something standardized, prudent and safe.
Focus
Talking non-stop about yourself isn�t the best strategy on a first date, and it doesn�t work very well in marketing, either. Learn to couch facts about your product or service in terms of what they mean for the customer. For instance, you may be excited that your new widget incorporates GoTek 5.0, but the customer cares more that the new widget can go hours longer without a recharge and takes up less space in the car.
Once you master the art of connecting with the mindset and needs of potential buyers, you�ve scaled the highest hurdle in marketing, and the rest becomes relatively easy.
About The Author: Marcia Yudkin is the author of more than a dozen books, including 6 Steps to Free Publicity, now in its third edition, and Persuading People to Buy, from which this article is adapted. Learn more about her books on the fundamentals of turning strangers into customers: http://www.marketinginsightguides.com
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=613512
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
Reply all
Reply to author
Forward
0 new messages