Know Your Info Marketing Market
My sons’ Uncle Bob is a huge Florida Gator fan. Watching the games takes precedence over everything else. He never misses a game. If there is absolutely no way he can watch it live, he TiVo’s it so he can watch it later.
He has an entire room in his house devoted to the Gators. It’s painted Gator orange and decorated with Gator paraphernalia such as signed footballs, souvenir soda cans and cereal boxes, plaques, and framed pictures of players.
He wears clothes that are Florida Gator colors. And he’s drawn to purchase things that have Florida Gators on them.
He’s very loyal and would be a Gator fan no matter what part of the country he lived in.
Do you know anyone with a passion like that?
Info-marketers aspire to have a list filled with raving fans like Bob who are passionate about their niche.
What this means is that as a copywriter working with information marketers, it’s super-important to understand your client’s audience — the people interested enough in the product or service to buy.
When it comes to info-marketing, the indispensable first step is to create a very detailed picture of your ideal customer. According to Dan Kennedy, you need to identify “a particular, specific, relatively small, manageable, affordably and directly-reachable target market.”
When considering your target market, limit yourself to those that are responsive and that you can profitably go after. If your market is too broad, not only will you waste a lot of money marketing to those not interested, but you risk connecting with your target at all because your messaging will be too general.
For example, a personal trainer selling info-products on “how to train for college sports” would limit his target audience to individuals who play and train for their chosen sport year-round and are aged 14-22 instead of targeting all kids who play sports.
Use what you’ve learned in AWAI’s Accelerated Program for Six-Figure Copywriting to build a profile and mental picture of the person you are trying to connect with for a client’s info-marketing business.
- Ask for customer surveys, testimonials, or names of customers who rave about the product. If these don’t exist because it’s a brand-new product, look for similar products online and visit forums.
- Look at past promotions (both winners and losers).
- Then, gather the clues from these to start determining things like the average age, income level, likes, and dislikes.
Tomorrow I’ll talk about the next steps in developing an info-marketing business for yourself or your clients.
Dan Kennedy’s Writing for Info-Marketers Training and Certification Program
Copywriting-great Dan Kennedy is ready to take you under his wing, to show you where to find the best clients and to train you to write results-getting copy that will keep those clients coming back. Learn More »