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Targeted Marketing: It's Benefits to You

By: Bob Sherman

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Targeted marketing involves getting the message concerning your product or service to people who need your product or service. Targeted marketing is always more efficient, effective and therefore less expensive than sending an untold number of brochures and catalogs to an indiscriminate list of names.

Consider if you could see into someone's mind to see what thoughts and emotions are reverberating around inside. As soon as you understand what they are thinking, what their problems and wants are, do you think you might locate a product or service that could make life easier for them?

Of course you could.

And, that is what marketing to a targeted group is all about.

Now, you can't actually attach electrodes to someone's skull and inspect the thoughts and emotions reverberating around inside someone's brain. Nevertheless, you are able do the next best thing. And, that is to define the thoughts, wishes, and needs of a particular group of people who ought to use your product.

Whatever product or service you recommend or provide, it has a number of features and provides various benefits. The features describe the product. They are the specifications that would allow someone unfamiliar with the product or service to design and produce the product or service.

The benefits, on the other hand, describe why the product was prepared in the first place. They explain why the product is significant. Benefits save precious time. Benefits do away with worry and discomfort. Benefits ease anxiety. Benefits ease fear and provide comfort to those in distress.

And, benefits are the reason people buy a product or service.

So, to do targeted marketing, you must first know the benefits of your product or service.

The fastest way to identify benefits is to make a list of what your product does. What functions does it carry out? How does your product or service differ from competing products and services?

After you've identified the characteristics of your product or service, ask one uncomplicated question: "So what?" This is what your prospects will ask.

Responses to your "So what?" question will be the benefits. And, you may find two or three benefits for every function your product provides. That may well be a long list.

Next, identify a segment of the population that has particular problems that your benefits could solve, help get rid of, or diminish in severity. This group is your target market.

You can now write your ad copy for this sector. Use the main benefits to this group as your headlines. After each benefit headline you can expound a bit on how your product or service will make your target audience feel after they use your product.

A tight marketing effort to your targeted market helps you in various ways. First, and foremost is that you will focus your advertising efforts on a smaller number of people. And, these prospects will be much more apt to purchase your product. And, that means less advertising expense and more profits.

So, by straightforwardly addressing the needs of your target audience you develop into an expert in your prospect's discipline. You will take a giant step ahead of ofter marketers who simply churn out generic ad copy. This enhances your importance as a perceived authority and makes your prospects more prone to buy from you.

In short, targeted marketing produces greater results than generic marketing. Targeted marketing increases sales, lowers advertising expenses, and increases your perceived authority and "brand" within your target market. And, putting all this together means greater profits for you.

Article Source: http://depositarticles.com/

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