Have you ever had that experience where you are watching a television commercial and you don’t get it?  DON’T WORRY!  It’s not you… the “message” probably wasn’t meant for you.  Being married puts a great spin on this.  I’ll see a commercial that makes me laugh… or cry (thanks Hallmark) and my husband will look at me with that I don’t get it and I don’t want you to explain it to me look.  It’s ok, because I do that same thing to him.  My favorite was when we were pregnant.  I had no idea there were so many Pamper or Johnston & Johnston commercials until I needed those products.

Why is this important to know?

Every marketing message should have a target audience.  In fact any message period should have a target audience!  Learning to properly frame the message gives you better aim, accuracy and consistency.

What if you want to target everyone?

Don’t!  Instead use campaigns!  Pick a target audience, spend a little time learning their likes, dislikes, desires, fears, etc and create a focused message that speaks to those issues.  Then duplicate with the next audience.  A clear focused message should be qualifying your audience.  Like the Pampers commercial that didn’t register with me until I was pregnant… and now that my daughter has been out of them for a year I don’t remember the last time I saw one.  I’m sure they’re still running but I’m not getting the message.  It doesn’t matter how much you’re spending on advertising if you’re not connecting with your audience they can’t hear you!

Where to start?

If you’re not sure who to build your campaign around ask yourself “Who do I want to help?”  A lot of us get into business because we want to provide a service or a product that helps in some way.  Start there.  It will be a most rewarding exercise!

To Your Financial Health

Tami Ross

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