As an entrepreneur, one of your biggest challenges is
choosing where to put your advertising and marketing
dollars Who/what/where is my market? how do I arrive
to them? What do I tell them to excite them? the wrong answers
it can cost a lot of wasted expense and time as you learn this
critical field. Many companies have gone bankrupt due to lack of
master these efforts.
COMMERCIAL TELEVISION
Have you ever seen a TV commercial and thought about
yourself, “Who the hell would buy that?” If so, have you seen
a carefully targeted ad to a group that has different
needs and desires than you. If your answer was, “Wow!
I’m sure I’d enjoy it” or “I’ll call you tomorrow”, the
ad had you squarely in his sights.
SALE THROUGH PAN
Advertising agencies discovered a long time ago that the fastest
way to move someone to action (buy) is to discover
something that is very painful for them, then disturb that
person about it. If they aroused emotions about a wound
(i.e. a deep desire that is not fulfilled or a fear that is not addressed)
and then showed the prospect how to cure that
hurt or satisfy that need through a product or service, the
person felt OBLIGATED to buy… buying became a MUST!
This discovery has been refined over the last fifty years in
fine art. The purpose of the following is to introduce you
this system so you can discover the depths of people
needs, desires, and hurts and heal or satisfy them with
your product/service.
WORKS
Advertisers understand this. Helped AT&T increase its
long distance calls above 500% in certain areas. This is what
helped Dr. Pepper go from the #9 soft drink to the #5. levi’s
501 Jeans used this information to double their sales in a
period of six months.
As a result of this information, you:
1. Being able to determine the distinctions used by advertisers
to motivate our entire nation. You’ll never see a commercial
again without determining your target market(s) virtually
instantly.
2. Being able to create rapport power levels by
to know the deepest emotional needs of a person.
3. be
able to determine who your real target market is.
Four.
Use this information in your direct mail, face-to-face
negotiations, inbound and outbound telemarketing, advertising
and marketing campaigns, strategic alliances… and in your
Personal life.
FOUR MAIN LIFESTYLES
There are four different lifestyles, the last divided into two
slightly different types.
1. BELONGING – 38% of the country.
LIFESTYLE: Hard work, 9-5 guys. midwestern Values,
traditional blue collar workers. They dont like
EXCHANGE. You will not find any Mercedes in this group, without use of
crystals These people are NOT willing to change the world.
They belong to social clubs, they play softball, they shop at K-Mart
and Sears. His main cars are, you guessed it,
Ford, Chevrolet and Chrysler.
HIGHEST VALUE: FAMILY (Is it any wonder that the main
political parties constantly promote “family values”, although
carefully *never* define what those values are?)
PSYCHIC WOUND: Traditional values are not passing
plus.
KEY WORDS: Picnic, time together, patriotic, family.
Typical commercial attractive to this group: “Reach
Go Out and Touch Someone”. They are warm and fuzzy,
*very* family and friend oriented and attracts the desire to
connection Family scenes tend to be country and/or
small town oriented with lots of kids and grandparents.
Also remember the Kodak Moments series. can you see how
these ads attract this large group? political ads,
rather, they are directed at how these things are under attack
or is no longer valued. They appeal mainly to fear.
two. EMULATORS – About 10-15% of the country
LIFESTYLE: Young, age range from 16 to 38 years. they model
themselves after successful people. are money and
business-motivated, materialistic and “wannabe”. They
tend to move quickly, feel driven to succeed, and have
Strong motivated sexual desires. In cars, your options include
Camaros, Mustangs, Firebirds and maybe rented late
Beemers model.
HIGH VALUE: Desire to be confident.
PSYCHIC INJURY: Lack of confidence (and knowing it).
KEY WORDS: Someday, I will… I want to… Be like…
Typical ads that appeal to this group: Coors Lite.
It’s action-driven, sexy, young. ZIMA malt beverage follow this
Pattern. Nike ads, too, with Michael Jordan. Cool.
Driven by action, the youngsters in the series often get it right.
stuff. Pay special attention to ads that feature young, beautiful
and sexy people. Calvin Klein ads are directed at this
cluster. And just look at Melanie Griffith in her Revlon series
on “Don’t lie about your age… defy it.” Almost all cosmetic
ads are in this group. Note, too, the driving music behind
these ads.
3. WINNERS – Again, about 10-15% of the country
LIFESTYLE: #1 in their fields, they know they are the BEST.
Financially high-yield, $100K+ annually. This group
They are usually between 40 and 55 years old. Your car choices? Above
the Mercedes line, Jaguar, Rolls Royce. And guess what
what brand of mustard do you prefer?
HIGH VALUE: Be unique, stand out, king of the hill.
PSYCHIC INJURY: I don’t want to be one of the herd, part of
the pack
KEY WORDS: Unique, decision maker, leader,
international, CEO, prestige, quality, different, take it to the
next level, be on the cutting edge.
Typical attractive commercial for this group: Lincoln
Continental. Consider their tagline: “Make your mark.” Cadillac
also targets this group, as do the DeBeers diamond ads
they often talk about 25 wedding anniversaries. To see how
go directly to this age and financial range?
Four. SOCIALLY CONSCIOUS – (Two types)
10-15% of the market, fastest growing segment in the US
LIFESTYLE: Not money oriented, tends to be a college graduate,
grew up in the 60’s, don’t trust government programs.
Type A: never left the ’60s, long hair, not on the run,
sandals, tie dye t-shirts, Grateful Dead concerts. They
they often prefer used cars, VW vans.
Type B: Entered the system, got a haircut (not always), or
trim their beards neatly, some wear suits, believe in
“change-the-system-from-within”. Your car choices are
Volvos, Saabs and Subarus. (From direct observation,
It would seem that Berkeley, CA, is the Volvo Capital of the
U.S!)
HIGH VALUE: Intelligence, Integrity
PSYCHIC INJURY: Being seduced or manipulated by the
system in any way.
KEY WORDS: Mission, change the world for the better,
natural, balance, upbringing, good person, outdoors,
environmental, poor, homeless, global warming, recycling,
contamination, etc.
Typical attractive commercial for this group: Chevron
“People Do” ads showing scenes of environmental purity
next to refineries. Coors Regular with fresh, clean flow
streams Ads that are low-key and that emphasize “you
You already know what’s right” or “You can’t be fooled”.
even though this group hates being manipulated, they, like
everyone else in the world, can be boarded
psychologically.
GENERAL CATEGORIES
Please note that these are all general categories. people are not
totally one or the other, so that individuals can be part of
more than one grouping. You will often see commercials or
ads that are targeted to more than one group using
mixture of words and images. The viewer simply selects
which it directly appeals and rejects the others… or
he doesn’t even see or respond to them.
So watch the ad for a while, see what it’s like
put together and then go out and do the same thing. find your
target market and target all your advertising, marketing and
promotional energies and dollars specifically on them.
You are bound to succeed!