Beyond Demographics: Using Funnel Vision To Improve Your Marketing
If you’re serious about marketing your product or business to women, then you already know how important it is to target your market.
Is she a Baby Boomer or a GenX? Was her “British invasion” The Beatles or Duran Duran? What’s her income range? Is she urban or rural? Red state or blue state? Married with kids or single and loving it? Is she Carrie, Miranda, Charlotte, or Samantha? (If you’re in the women’s market and you don’t know who they are- catch up!)
You’re probably thinking “Yeah, yeah. Tell me something I don’t know.”
Here’s the thing. Pinning down the demographics of your target market only scratches the surface. What you may not realize is this: with women, you have to go deeper.
At least 50% of my current clients are with me because they didn’t go deep enough. Even after crafting campaigns that match the age, sex, income, and education levels of their market they sought me out because their results told them they missed the mark. Striking the mother load of the women’s market goes further than conventional market segmentation.
You see, once you know your prospect’s age, affluence, and social tendencies you need to drill down several more levels. Because just like populations can be segmented by desired characteristics for effective targeted marketing, an individual - particularly a woman - can be as well.
On any given day, one woman fulfills a multitude of roles. Mom, wife, ex-wife, daughter, boss, employee, volunteer, caregiver, sister, friend… you get the idea.
To really sell your product you need to know what role she’s fulfilling that generates a need for your product or services – her idiodemographic.
Step into her shoes as she’s filling that role and get under her skin. If your product is for exasperated mothers, appealing to her competency as a leader in the corporate world can cause your campaign to fall flat on its face. She may be a skilled vice president who is proud of her work, but believe me, you’re pushing the wrong buttons at the wrong time, and she isn’t going to buy.
Smart companies rely on funnel vision for their marketing. By starting with the broad demographics most businesses are intimately familiar with, then drilling down to the idiodemographic characteristics of your ideal prospect, your marketing message pierces to the heart of her motivation.
You need funnel vision to reach the one woman who has agonized, fretted, and lost sleep over the very problem you can solve when your ad hits the newsstands or airwaves. And she’ll know, deep in her core, that your product or service is exactly what she needs and she won’t rest until she has it.
Done right, your deeply targeted message will have a domino-effect transmission, moving from emotion, to pocketbook, and into the complex referral network so characteristic of women who are satisfied customers. Funnel vision is the one of the quickest ways to devise an effective campaign strategy that resonates with your ideal prospect immediately. It’s the difference between reaching and connecting. Anyone can reach women. To sell to women, you have to connect with women.
Leah B. Carson, M.A. is a direct response copywriter and marketing strategist who has earned a reputation among her colleagues as the go to gal when it comes to writing for the womens market. This article is just one out of a multipart series. Cant wait to read the rest? Go to http://www.catalystcopy.com and sign up for Leahs special report on marketing to women.
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