This morning I was on a coaching call with a trainer.
He sells level 2 and 3 personal training certifications.
A while ago he was asking me if he should advertise his courses in a University brochure.
I told him not to do go ahead and that he’d be wasting his money, but he bought the ad anyways.
This morning he was telling me that the ad bombed, $600 and not a single sale!
Why… what happened?
What Dan Kennedy calls the message-market-media triangle.
You have to have the right message to the right market using the right media.
If any of the three don’t match then you’re ads are gonna bomb.
Firstly, know who you’re selling to – your market.
Unless you know who your market is, you can’t know what message to craft or what media to use to get in front of them.
Are you selling to; mums, teenagers, baby boomers, men, women?
Knowing the demographics of your market is step one.
Write this down.
Secondly, know what media you’re market is using.
In the above example… how many 18-21 year olds are going to spend their time reading a PRINTED university brochure?
I’m guessing not many, would’ve been far better using a media that this demographic are using… like Instagram.
But, if your market is the over 60’s then Instagram would be a horrible media… Yellow pages or ads in the local paper might be better.
So… know what media your market is using.
Write this down.
Lastly, know what message your market will respond to.
The easiest way to do this is to survey your current clients. Ask them all the what/where/why questions.
What are your goals? Where you would you like to lose this weight? Why is this important to you etc etc.
If your market is females in their 20’s and 30’s you might want to use a message that will tell your market how they’ll ‘Tone their hips tummy and thighs’.
Females in their 40’s, 50’s, 60’s might talk about ‘tuck shop lady arms’.
Your market could be younger guys who want to ‘get jacked’ or get ‘shredded abs’.
Look for keywords that your market are using.
Write them down.
Now that you know your market, media and message you can begin targeting these people with ads for your products and services.
This my friend is direct response marketing 101.