The Power of Micro Marketing
by Suzanne Falter-Barns
How well do you know your market? Like … really know them?
Take a moment and imagine a typical person in your market right now. What is
she or he doing? Watching TV – and if so, what’s on? Or is she sitting at
her desk, trying to figure out how to pay her bills? And agonizing? Or is he
looking out the window, wondering where his own child is right now – the one
who just moved away from home.
This is what I call micro market definition. It’s different from niche-ing,
because you already know your niche, right? This is simply carving out a
much more specific, detailed picture of the market you already know and
love. And more importantly, it’s understanding their exact emotional frame
of mind.
Truly effective market definition goes far beyond the usual boring stats
like age, marital status, geographic location and education. That’s all ‘old
think’. This micro market definition captures the psyche of the person
you’re selling to, and really digs into to their day to day situation. It
describes their current highs and lows, and what the big needs and wants are
that define their lives.
And why is this type of market definition effective? Because when you
really, really, really know your audience, you can design a website, a blog,
and infoproducts that speak right to their heart. And so you can effectively
solve their problems, deliver your work, and live your life’s purpose.
So, yep, this kind of clarity is critical.
To do this, you need to think empathetically. And you need to extend your
imagination right into the zone of your market. For instance, if you decide
your market is teens going through major life transitions (parental divorce,
moving to a new state, life threatening illness in the family, etc.), I want
you to really put yourself in the position of that young person.
How exactly do they go through their day? What’s their high point? Their
low point? Their mental health break? What song do they hope will come on
the radio? What web sites do they hang out at, or how do they communicate
with their friends? Terse, tense cell phone calls because they’re so busy?
Frantic endless text messages? Long, chatty AIM (instant messenger)
conversations? (Right here is an opportunity for non-traditional marketing
message delivery.)
But here's the biggest question -- what’s the big need that's driving them?
Is it just to put an end to their parents? Or are they focused on other
‘non-teenager’ issues? Are they suddenly getting a taste of grown up life,
so maybe they’re gathering around spiritual websites, or religious
affiliations. Or are they drawn to podcasts of world philosophers like the
Dali Lama? Or dark teen age angst bands that play grunge? (Here, again, is
another possible connection point you can make if you can figure out what
sites they linger at.)
See how effective this can be? If you knew, for instance, that your needy
teens would be drawn to visit New Thought churches, then that’s a great
place to position yourself as a speaker, writer, or blog commenter. Same
goes for the blog of existential, angry pop bands. And it goes much further
than that.
All truly great marketing begins with empathy. As you really put yourself –
like, really, totally and completely - in your people's position, you extend
yourself out of your own little shell. This in turn informs your mission
with that critical extra piece – the extra inch that makes your market feel
as if you truly understand them.
Stop right now, no matter where you are, and write down ten critical things
you need to really remember about your audience. Make sure you imagine your
people in your mind (even ask them how you can help.) And bear in mind that
helping them is your mission in life – it’s that important!
By really stopping to think, define, and continue defining, you will give
your business a tremendous gift: empathy. And did I mention that this
process is never really finished? Markets grow and evolve just like our
popular culture does. And so one needs to revisit their assumptions about
their market annually if not more often.
Think, feel, and imagine your audience. And then go create. That’s where the
real joy lives in these businesses.
Want to reprint this article in your ezine, blog or website? Email Lorraine Carol for permission at
lorraine@getknownnow.com.
She'll send along Suzanne's bio to attach at the bottom. Thanks!
