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Originally Posted by Bald Dog
Hi Lance,
For the first read it sounds to me that in every letter we try to sell something different by addressing different issues the market is facing.
Am I misunderstanding something?
BD
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Bald:
I've been enjoying your posts, thanks for being a member, I love interacting with everyone!
The wonderfully thing about sales data is the ability to become intimately familiar with your market. When you isolate your market or niche target you can break that further into subsets.
When you break out your subsets you'll define their motivators. For example, say your a mortgage broker; your target market is people who can benefit from a refinance. You may break your subsets out of the Refinance target.
You'll design a flier, letter, or other mail piece which speaks to their specific needs and concerns.
Your markets in refinance (this is a broad example) may be people who have equity in their home, but who are in credit/debt trouble, and people who have equity in their homes and have lived in it for greater than 10 years. These people will have specific different needs.
If we name each group for simplicity we'd call them the young debtors, and the mid-career fixers.
For your first wave you'd mail the young debtors, your piece would focus on using your home to bring you out of debt, the simplicity of the transaction and would provide a phone number to discuss with a broker.
Your second wave would target the mid-career fixers, your mailer would discuss using their equity to make upgrades to their home increasing value and comfort of the home. You'd provide information to contact you.
Sales data is very well able to granularly define your markets. The time and research you'll leverage working with a company who understands it will bring you great ROI. Making use of well compiled sales data and working with a consultant/company who knows what they are doing will make ALL the difference!
Regards,
Lance