Ideal Marketing Company Blog

This point is discussed at the new marketing seminar run by The Ideal Marketing Company deally with how to win more new business and how to make the most of existing customers.  

Take a tip from Terry Wogan.  Don’t try to talk to 8 million people, only talk to one – your listener.  This rule applies to any brochure or direct mail letter that you write.  You are not bragging about all the great things that you offer as a company – you are talking to one person.   A great way of doing this is to break down what you do into different segments.  Cut an orange in half and you will see about 9 or 10 segments.  You should break down your customer base into usually no more than 9 or 10 segments. Any more is too many, any less isn’t usually specific enough.   

Depending on what you do, these can be broad based areas or very specific sub sections of one industry. The more specific your marketing focus, the better the results.  Think of it as the difference between a lightbulb and a laser.  They are both light, sources but the laser can cut through things and get to the point.  Another way to think of it is using a magnifying glass to harness the rays of the sun.  You are taking something general and increasing its power by focusing its energy. 

I once worked for a Telecoms company.  They used to sell their one product to a anybody who wanted to but it.  All their marketing material talked about the product and how great it was.  Then we changed everything around.  We divided up the product into modules and how each module could solve specific problems.  Then we created a series of brochures for different sectors.  For example, one for the police, one for the NHS etc.  Each brochure talked about the particular problems within the sector and how they could be solved using the product.  

Think about who you audiance is and then divide up your marketing material to appeal to the product sector or job sector that they are in.  Reasearch the specific problems they have and look at what you can do to help with those issues.  Now instead of boring them with your product you will have their interest as you are talking their language and actually solving problems – not just selling products.

If you had the choice of two products – one was popular generally and was was popular within your industry and appeared to have been greated just for for your type of indutry alone which one would you chose?  What’s more you’d probably pay more for it. 

The Ideal Marketing Company supports Leicestershire and Northamptonshire companies as well as companies from across the UK with marketing, PR and direct mail. The Ideal Marketing Company helps support companies with marketing consultancy in order to generate new business wins as well as making the most of existing customers.