I keep coming across this challenge with my colleagues and clients. This is the transcript from a receipt chat:
Cool. If you want feedback, just send me the script and the goal for this video. Who's your avatar?
THings like that.
k
my goal is to get our site done this week....
then we'll start an online blitz with our facebook and linked in connections
then in a month or so
i want to do a direct mail campaign
going after builders
me:
How do builders talk?
What jargon and lingo do they use?
What are their major PAIN points?
12:20 PM Colleague
good questions
me:
Those should be the focus for all your videos, DM campaigns and other mkt efforts.
Remember the worksheet I sent you for Doug?
12:21 PM Colleague
not sure about how they talk, but i think a pain point could be 'tired of wasting money on marketing?' 'tired of not seeing a return on your marketing dollars?'
yes
good start. Now find out how they talk.
ANd emulate it.
If you need/want help, let me know. I love do this stuff.
Colleague
great
defintely
Did you see what occurred there? My colleague was in blitzkrieg mode to get is marketing campaign out to the masses. Now, I understand why he’s doing it this way because he’s way behind on the project. However, there are some basic fundamentals that he missed:
1) What do builders talk like? What slang and “insider lingo” do they use?
These same words and expressions should be interwoven into all the copy and video script he writes for them.
2) What are there major PAIN points? What pisses them off? What frustrates them? What scares the shit out of them?
Once again, these points will be touched upon heavily in the copy.
3) What does he/she look like? Is he/she typically:
- Fat
- Balding
- Strong built
- Brown hair
- Serious
- Etc.
The more detailed picture you can paint of your avatar the stronger you’ll be able to reach them.
If this seems to daunting, here is the latest trick I’ve come up with:
1: Grab your local hard copy version of the Yellow Pages and look under “Builders” and see what you find.
2: Look for an actual picture of a local builder and cut it out.
3: Name the Builder. Call him “Bob” if you must.
4: Lastly, ask yourself the questions above to paint an accurate picture of Bob.
All your marketing copy from this point will be much more compelling and target specific to your market. This is the simplest way to get the “outer” and “inner” dialogue going for your prospects. You can expand and add on accordingly after.
Good luck.
