How do you get your offer in front of people that will buy from you?
Today I want to cover another misconception that I’ve come across in my 20 years serving business owners. This is an error that a lot of business owners make when they’re trying to market their business. They try to get in front of as many people as possible because they think that the more people that see their ad or offer, the more they will sell.
Well that’s just not necessarily true. You can put your offer out to 100,000 people, but if only 100 of those people actually need or could use your service, you’re just wasting your advertising budget because 900 would never have bought from you anyway. You need to target the people that will buy from you.
So what I want you to think about is not how many people you can get in front of, but how do you get in front of the RIGHT people.
Let me give you an example of what I mean.
A restaurant puts their ad into the local newspaper because they think a lot of people are going to see it because a lot of people buy the newspaper. So they think that people will see the ad and come to the restaurant. They offer a discount voucher to sweeten the deal. The response is low because not everyone reading the newspaper wants to eat at their restaurant.
We suggested instead a Facebook ad targeted at a specific but smaller audience to fill the restaurant at lunchtime – the lowest hanging fruit. The obvious target was business and office workers within a mile radius of the restaurant. Business lunches would be a good offer, with no discount. Just give the audience what they want.
The restaurant ended up being packed each lunchtime. They got a lot more people to respond to the ad even though they targeted fewer people. Their advertising dollars went only on people who would buy from them instead of the whole city, and they didn’t have to drop their prices.
They were successful because now they were actually talking to the right audience and they were filling the need that these people had to have a place to go to entertain their business associates for lunch.
So to get your offer in front of the people who will buy from you, know who will buy from you and target only them. Offer what they want. If you offer what they want, there should be no reason for you to discount your prices.
Stop spraying and praying and instead aim for the bullseye.