LET’S NOW FOCUS ON OUR MAIN COURSE; RELEVANCE. YOUR MARKETING EFFORTS NEED TO BE BUILT AROUND YOUR TARGET AUDIENCE.
o The age of your audience will determine the types of marketing approaches they are likely to pay attention to. More mature audiences will place a greater sense of value on printed material, personal contact, and phone conversations. Younger audiences will be drawn to a greater use of technology, social media and individualization.
o The educational and economic status of your audience will also influence the techniques that are effective. More educated people will want more information delivered efficiently. Less educated folks will want simpler explanations with information that gets to the point.
o The social preferences of your audience will help you decide which approaches will benefit you. Some people want to research anonymously ahead of time before they ever talk with a person. These folks will trust you if they can find sufficient information on a website or at a seminar before they talk with you “face to face.” Others like to think out loud and gain energy from interpersonal interaction. These clients will look for opportunities to talk with you in person, online, or over the phone to gather the information that will help them decide.