Imagine for a moment if you built an email marketing list of people who were Harley Davidson motorcycle enthusiasts. But then you send off emails promoting quilting patterns and cupcake recipes.
How well do you think you’d do?
Yeah, that’s right – you’d probably get a whole bunch of people unsubscribing. Most would stop reading your emails since the recipes and quilting topics don’t interest them. It would be a miracle if you received even one sale.
You might be a chuckling a little and thinking that you’d never make such a blatant mistake. And yet to a lesser degree you might be making this mistake right now. That is, you might be sending out content and ads without truly understanding who your market is and what they want.
Let me give you a more common email marketing example, one that I’ve seen on several occasions…
Every now and again I receive emails from internet marketers that start out with “Hey, Dude.”
Tell you what, the marketer who does this going to exclude a whole lot of people from his list, including:
- Men over 30-ish.
- Professionals of any age who don’t like the informality of “dude.”
You know what?
“Hey, Dude” might be an okay salutation if the email list is comprised of young men age 16-24 who like to surf or skateboard. But when you’re sending out this sort of greeting to a supposedly professional list of marketers, you’re just driving down the response rate of your lists.
So here’s the point of all of this…
If you want a responsive list, then you better learn as much as you can about your market. Find out:
- Where they live.
- Their education level.
- How much money they make.
- What sort of jargon they use.
- Their jobs/career.
- What they like to do in their free time.
- Where they go on vacation.
- How much money they spend on their hobbies.
- What their problems are.
- What frustrates them.
- What makes them afraid.
- What motivates them.
- What sort of products they’ve tried to use to solve their problems.
- What sort of products and services they’re already buying in your market.
- What they ate for breakfast this morning.
Okay, maybe you don’t have to figure out what they ate for breakfast, but you get the idea here.
Once you know these things, you’ll be able to send out content that really connects with your subscribers and speaks directly to them. And you’ll be able to send out promotions for products that they’re fairly certain to buy.
So how do you figure out all this stuff about your market?
First off, you can survey your market to learn more about their needs, wants and problems. But just know that surveys can return skewed results. That’s because what people say and what they do can be two different things.
Secondly, you can learn a lot about your market by rolling up your sleeves and doing some market research. Simply visit popular marketplaces like Amazon.com and Clickbank.com, search for your keywords (such as “car restoration” or “bodybuilding”), and find out what your market is already buying.
Once you know what they’re already buying, then you can do three things:
1. Send out content on these topics.
2. Send out affiliate links promoting the products they’re already buying
3. Create your own similar products.
In order to really get inside your prospects’ heads, you need to spend some time with them. Best way to do this (whenever possible) is to become part of the target market for a while.
For example, if your target market consists of hydroponic gardeners, then you ought to start your own hydroponic garden so that you truly understand your market’s needs, frustrations and wants.
What’s more, you need to get in amongst your target market and really spend some time listening to them (or reading their conversations). That’s right, you can start eavesdropping on your market. Here are good places to do it:
- Niche forums.
- Facebook groups.
- Discussions on niche-relevant Facebook Pages.
- Discussions on blogs.
- Comments on niche-relevant videos on YouTube.com.
- Reviews of popular products on sites like Amazon.com.
- Questions and answers on sites like Quora.com.
The more time you spend learning about what your market wants and needs, the easier it will be for you to connect with your subscribers. You’ll create better content, send better offers, and start making more sales with email marketing.
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