Discovering your Target: What not Who
People think the “hard part” of marketing is figuring out how people will listen to them. You can spend an infinite amount of money on beautiful business cards, a professional website, and a large quantity of lawn signs. But we need to remember: The Best Things in Life are Free. The actual “hard part” of marketing is creating the content: What are you going to SAY on those materials to catch people’s attention?
Truth is, people don’t care about you – they care about how you are going to help them. You’re in Real Estate; you’re expected to have great service. As long as you’re good at helping them, they honestly don’t care how long you’ve been in the business. If you start talking about yourself too much, you’ll loose them. We all need to make the transition from YOU to THEM. How are you going to help them?
You know how you’re going to help them – but how do you tell them in a way that will make them listen?
Don’t talk to them – talk with them. Have a personal conversation with them in their language, in a way that addresses their needs.
Scenario: You want to buy an expensive RV, but you need to get your spouse and kids on board. Are you going to use the same argument and talking points with your kids and with your spouse? Probably not. You’re going to have separate conversations and persuade them using different tones, discuss different topic points, and address each of their different concerns. You’re going to have separate conversations to achieve the same goal.
But how do you have an individual conversation with someone when you’re trying to target hundreds of people? If you want them to feel like you’re talking to only one person, you need to act like you’re talking to only one person.
But who is that person? Before you ask “who?” you need to ask “what?”.
Using the “Targeting: What not Who” sheet, take a few minutes and think about your “stereotypical” client. Think about the type of person or people that get you the most business. You might even have a specific person, couple, or family in mind, or it might be a combination of a few clients. I want you to answer these “what?” questions and describe them in every way you can. What is their personality like? What is their voice and tone like? What do you say to relate to them? What brought them to you in the first place? What about you makes you a better fit for them instead of the person down the hall?
After you’ve answered all of those questions and described them in every way possible, I want you to name them. If you thought of a specific person already, you could use their real name. If the person is a combination of your previous clients, be creative: Average Joe, Moolah Molly, The Newlyweds, Retired and Ready to Party.
But how to do you also attract people that aren’t Moolah Molly? You won’t have too. You’re still going to get Moolah Molly’s friends, parents, and cousins. But the people you are attracting through your marketing efforts are either other Moolah Molly’s, think of themselves as Moolah Molly’s, or want to be Moolah Molly’s.
Next time you create any content, say it out loud and think of Moolah Molly standing in front of you. WHAT are you going to say that is going to make her listen?