There is no simpler and more elegant definition of marketing than this:
Getting the right message to the right person.
I love this definition because it immediately reveals the process of marketing, and implies a 3-step action plan.
If you’re going to get the right message to the right person, what’s the first thing you need to know?
Who that person is! So…
Step #1: Identify Your Ideal Prospect
This is where most business owners make a HUGE mistake. They aren’t clear on who their Ideal Prospect is. They think they should “cast the net wide.” But when you try to appeal to everyone, your message becomes so general it appeals to no one.
I teach that marketing starts and ends with the prospect. It is NOT about what you sell. It’s about who you’re serving.
Step #2: Create Your Message
You cannot create a strong message without knowing who your Ideal Prospect is. The message must be specifically targeted toward this prospect and create deep resonance. It should promise to solve a problem, meet a need, or fulfill a desire… all while building that all-important know/like/trust bond.
Step #3: Get Your Message To Your Ideal Prospect
Many business owners make the mistake of starting here. They waste thousands of dollars on advertising, direct mail, traffic generation, etc., without first being clear on who they’re targeting and what their message is. Do Steps 1 & 2 first. Then invest your money in getting the message out there while testing and refining your message as you go along.
Yours in Spirit,
Joshua Aaron Stanley
“The Spiritual Copywriter”
P.S. Want to know the secret to creating resonance, eliciting emotion, and forging a connection while moving your prospect to action? My “Spiritual Copywriting in Practice” Training Program starts June 24…
