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War On Marketing Newsletter
Volume #1 Issue #24 July 14, 2003
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Table Of Contents
1 Editor's Ramblings
2. Feature Article:
Your Target Audience – Who Are They & What Do They Want?
3. A Little Humor Never Hurt :)~
4. Closing and Contact Information
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1. Editor's Ramblings
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Hey, I have a ton of stuff to talk about today!
First a heartfelt welcome to all the new subscribers to War On Marketing. We love having you here! If you need anything, my contact email is at the bottom of this newsletter, so don't hesitate to send me your questions.
Where to start...well, I got a sneak peak at the new design of the War On Marketing main site today. I must say that I'm quite impressed so far. Can't wait to reveal it to everyone!
Next, I heard a rumor today that might help alot of people get something truly worth having. I can't say much more, but look for the email from me this week (if the rumor is really true) with the title "The Big Announcement From War On Marketing". I won't say anything else about it in case it isn't true (but rumor has it that I'll be able to tell you tomorrow even!)
Next, a horrible bout with email: If any of my subscribers happen to have an AOL email account, chances are that they may not even get this for a while. Accessing my email account has been a hassle...apparently they have a script error and many people can't seem to get access to their email. If you are on of them, or know someone who is and may need access, there is a way. The Canadian AOL site is working great, and allows access to email accounts still. You can get to it at: www.aol.ca
Finally, I sent out an offer last week from my friend Michael Bombard. I've had mixed reactions, but let me clarify a few things. Yes, the offer really is limited to just 17 people, that is not some marketing ploy. Yes, the offer ends tomorrow, July 15th, it's not a marketing ploy either. I sent it out because as most of you know, I have put some of those same products to good use...as incentives to attract new subscribers. You can do the same. I'll probably not send this offer out again, unless by special request, so if it sounds like something you'd like to take advantage of, I suggest doing so before tomorrow night.
Click Here
That's really all I have for you today. We have a great article, written by a tremendous copywriter, and I encourage you to read through it. I also threw in a joke my wife sent me today. It was kinda funny, and I think most will appreciate it's humor.
Knowing how well the mailing software has been working lately, here's the links to the bonuses for subscribing for those who haven't been able to download them yet.
Sincerely,
Christopher M. Schumacher
Publisher, War On Marketing Newsletter
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2. Feature Article
Your Target Audience – Who Are They & What Do They Want?
© Karon Thackston 2003
KT & Associates
www.ktamarketing.com
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It still amazes me. When I write copy for a company, I always ask about their target audience. I have to know who I’m writing to in order to create a message that will bring a response. But about half the time, the client is absolutely stumped about who their target audience is and what they want.
At the risk of sounding like a broken record, I’ll say it again: “You have to know your target audience before you can advertise effectively.”
It just makes sense. How can you deliver what the customer wants unless you know what that is? How can you present a message in a way the customer will respond to unless you know their communication style? Bottom line… you can’t.
So exactly how do you find out who your target audience is and what they want? It’s actually easier than you might think. Here are my top seven ways to define a target audience. Each is quick, simple, and free/cheap.
1. Ask. Devise a survey or questionnaire and send it out to those people who you think *might* be interested in your product or service. Take a week or two to write a list of questions that you’d love to have the answers to; then create an online survey, and send out the link. Be honest. Tell the people why you want the information and what you plan to use it for. Also remind them that the survey is completely anonymous.
If you really want to boost responses, offer a prize drawing. Perhaps you could give away an Amazon gift certificate to one lucky winner.
TIP: I use Survey Monkey because they have the easiest and most flexible tools I’ve found. Not to mention, for surveys that only need 100 responses or less… it’s FREE!
2. Read. Pick up some industry trade magazines or newspapers from your local newsstand (or read them online). Especially look for the Letters to the Editor section. This is normally where folks “sound off.” It’s a great place to get some fresh insight on what your target customer is thinking.
3. Lurk. Visit online forums that are directed at people in your target audience. No need to post a message… just hang out and see what others are saying. This is another wonderful place to get insights on what people in the real world are thinking.
4. Visit. Stop by some of the places your target customers might visit. Are you selling back supports to truck drivers? You might need to visit a few truck stops. Just sit back, order the lunch special, and keep your ears open!
5. Talk. Want to know the biggest complaint about retaining wall contractors? I actually had to find this one out for a client! Talk with those who would hire a retaining wall contractor. I jumped on the telephone and made a few phone calls. Amazingly enough, almost everyone I spoke with had the same complaints. I was able to use that information to position my client in the best possible light before his target audience!
6. Join. Local associations create a tremendous environment for people to express their opinions, discuss pressing issues, and solve problems. Don’t join the ones that fit YOU best, however. Join the ones that your target customers would join!
7. Think. Put your thinking cap on, and come up with more ways to get to know your target audience. Perhaps you could visit a company that falls within your target customers’ line of work, and observe them for a few hours. Maybe you could host a free conference call where people within your audience could voice their opinions. With a little creativity, you’ll have all the ins and outs of your target customer nailed in no time!
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Most buying decisions are emotional. Your ad copy should be, too! Karon is Owner and President of KT & Associates who offers targeted copywriting, copy editing & article writing services. Subscribe to KT & Associates' Ezine "Business Essentials" at http://www.ktamarketing.com/ezine.html visit her site at http://www.ktamarketing.com or learn to write your own powerful copy at http://www.copywritingcourse.com.
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3. A Little Humor Never Hurt
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One day, while a woodcutter was cutting a branch of a tree above a river,
his axe fell into the river.
When he cried out, the Lord appeared and asked, "Why are you crying?"
The woodcutter replied that his axe has fallen into water.
The Lord went down into the water and reappeared with a golden axe.
"Is this your axe?" the Lord asked.
The woodcutter replied, "No."
The Lord again went down and came up with a silver axe.
"Is this your axe?" the Lord asked.
Again, the woodcutter replied, "No."
The Lord went down again and came up with an iron axe. "Is this your axe?"
the Lord asked.
The woodcutter replied, "Yes."
The Lord was pleased with the man's honesty and gave him all three axes to
keep, and the woodcutter went home happily.
One day while he was walking with his wife along the riverbank, the
woodcutter's wife fell into the river.
When he cried out, the Lord again appeared and asked him, "Why are you
crying?"
"Oh Lord, my wife has fallen into the water!"
The Lord went down into the water and came up with Jennifer Lopez. "Is
this your wife?" the Lord asked.
"Yes," cried the woodcutter.
The Lord was furious. "You cheat! That is an untruth!"
The woodcutter replied, "Oh, forgive me, my Lord. It is a
misunderstanding.
You see, if I said 'no' to Jennifer Lopez, You will come up with
Catherine Zeta-Jones. Then if I also say 'no' to her, You will thirdly come up
with my wife, and I will say 'yes,' and then all three will be given to me. But
Lord, I am a poor man and I will not be able to take care of all three
wives, so that's why I said yes this time."
The moral of the story is whenever a man lies it is for an honorable and
useful reason.
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4. Contact Us
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I hope that you've enjoyed this edition of
the War On Marketing newsletter. If so please pass it on to a friend,they
will probably appreciate you for it, I know I will!
Until next time ,
Christopher M. Schumacher
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