How To Find A Needle In A Haystack

John Wanamaker once famously said, “Half the money you spend on marketing is wasted. The trouble is, I don’t know which half.” There’s a lot of truth in that statement. It’s not unlike using chum to fish. You throw out a lot of unwanted bait that’s never going to catch you any fish, in hopes that as a result, you will catch something. Marketing is a very tricky field because it’s not an exact science. As you know from being a customer, you might see something today that you absolutely love and purchase it instantly. On any other given day, it might not even catch your notice. Also, you may not be in a position to financially afford it on one day, but the next time you see that same ad, you might be holding a big commission check in your hand. Timing plays a big part in whether or not somebody purchases anything. But that’s not the only factor.

Marketing also has to do with fishing with the right bait in the right pond. For example, one of my Hall of Fame clients, Ray Fitzgerald of Greatest Hits Websites was working with a dental practice who only wanted to identify potential patients who were close by their location, but may not be happy with their current dentist. As a result of his geo-targeting efforts — in other words, specifically sending notifications only to potential customers in the precise geographic area — Ray was able to get incredible results for his client. In fact, he got 40 new patients for his client in just two months!

Since that approach worked so well, Ray decided to use the “success leaves clues” strategy from the Sales Academy to really narrow down his target audience for some of his clients. Ray was also able to get four new clients based on the results of the first one. While geo-targeting has been around for a little while, it is only now starting to gain greater traction and awareness from smaller businesses. The great thing about it is it’s an inexpensive way to level the playing field and help you find exactly who you’re looking for.

If you haven’t already explored geo-targeting, you might want to consider it for your business. It’s ideally suited for anybody who is physically located in one location and feels he or she is overlooking customers that are right under his or her nose. Remember, the more specific you can be about who you’re looking for and where they are, the more effective this marketing technique will be when you use it in your own business.

“Become the person who would attract the results you seek.” – Jim Cathcart

Let me hear from you.

(This excerpt is taken from the seminar entitled The Psychology of Selling V: Selling What People Really Want.) I encourage you to click here to register for The Psychology of Selling V: Selling What People Really Want exclusive, live Zoom-only seminar on Thursday, August 22, 2024, from 9:00 AM to 12:00 Noon Eastern Standard Time. 

Access The Psychology of Selling V: Selling What People Really Want on Demand, 24-7, at Romeo Network Online Learning. Click here to view the entire learning category.