Dear Reader,
If you’ve paid attention to what’s happening in the marketing world regarding privacy, in particular, the fallout from Facebook’s Cambridge Analytica scandal…
You know people are going crazy about trying to protect their privacy.
It’s a complete waste of time.
Marketers don’t care to pinpoint where you live and look through your window. The goal is to understand who the market is, so they can offer you something you want.
Not to waste your time, or their money.
One of Facebook’s rules in advertising comes down to you can’t be so specific to the person that it will creep them out.
We react to this like having specific data about a person is some new phenomena that only came about during the times of the great internet.
Last night I was watching an interview (of sorts) by the late Bill Jayme.
You probably don’t recognize the name, but he’s the man behind the direct mail pieces that launched countless successful magazines.
The New York Times dubbed him “the magazine industry’s master solicitor.”
At one point he starts talking about how as every step forward for technology, is a step backward for the imagination…
and when the consumer databases came around the advertising world was excited because we could get so much information about the consumer, all the way down to the kid’s name and age.
Jayme says, “but you can’t use any of it in your copy because people will think you are going to kidnap the children.”
What you need to do instead is personalization through copy… which I will tell you about another time.
This was sometime in the 90s I believe.
The point is, specific data about an individual won’t help you sell on a large scale.
Knowing your audience, however, will.
Before writing any copy or putting your marketing together, you need to do your research.
What’s more important than how many kids they have?
The conversation going on in their mind.
The best way to tap into that is to ask them through interviews and surveys.
Clients pay us $3,000 – $5,000 to conduct this research for them because it lays the groundwork for their entire ~business~ strategy.
It’s the most important thing you can do because it will keep you from wasting time and money.
The fee is a drop in the bucket compared to a successful campaign.
Take care,
Ramon
P.S. I may be opening one or two client spots a consulting and/or done-for-you sales funnel next month. I will be helping with your research and more. Click here to join the wait-list if you are interested.
http://lond.us/19vuyu