Don’t try to copy major brands in your marketing efforts
I have used the example above of a blind archer shooting blindly into the mist trying to hit the target. He knows his prey is “out there somewhere,” but he can’t see where he is. So he just shoots blind into the mist hoping to hit something. He has a limited supply of arrows, but he hopes one of them will work.
I used to spend money blindly ‘hoping’ to get a sale or new sign up on your podcast or service.
Many new business owners, podcasters, etc. do the same thing.
They have seen the “great ones” doing it and realize that this is what they must do too.
What they don’t realize is that the big guns have spent huge sums of money building their brand. Building your audience. Building your company. They have advertising budgets that can exceed your entire month of income! Maybe even an entire year’s worth of income!
How do you compete against that?
Well, that’s what I’m going to share with you right now!
The answer (pulls out pen and paper) and right below this question: “How do I compete with the gurus in my niche or industry?”
Do you have that written down?
Now here is the answer. Get ready to write (are you ready)?
Here is the answer: No!
I can hear you now, “WHAT? I thought you were going to give us the answer on how to compete with these guys?”
I just did it! You don’t compete against them!
You need to realize that your job, right now, is to build your audience. Build your base. Build your own tribe of raving fans. You can’t do that if you’re trying to mass market on a shoestring budget.
Why do you think FB allows you to reduce the audience of your ads?
Why do you think golf equipment suppliers advertise in golf related magazines?
Why do you think stock trusts, retirement annuities, etc., advertise in financial publications?
Because they are concentrating and targeting a specific audience!
That’s what you have to do!
Don’t spend $1 of your advertising budget (whatever it is) until you can identify the exact person you’re trying to reach.
This person goes by various names, but avatar is popular right now.
For example, if you start a dog walking business, would you target soccer or pet enthusiasts?
Would you target families with teenage children or would you target people who work and need pet care during the day?
Would it be wise to advertise in places where people look while booking their vacation? Probably! They need someone to watch their dogs while they’re gone!
If you don’t take your time and properly narrow your advertising efforts to ONE SPECIFIC PERSON, you’ll be wasting your time and money and could ruin any chance you have of succeeding in growing your podcast or business.
For example: Let’s say you’re starting a podcast that discusses tips on more effective child care. You are then referring them to your website for information about your child care scheduling service.
Your target audience is actually twofold…
First of all, it targets households that have young children. This usually means that the parents (or “parents” if they are single parents) need a babysitter. But who should they get? Your child or children are your most precious asset. They may know some teenagers, but can they really trust them?
Then you need someone who is looking to earn some extra money babysitting. Usually teenagers, but could be young adults who need some extra cash.
To promote your podcast (which then directs them to your website), you need to promote your podcast in places that are frequented by parents of young children and also by teenagers looking to earn some extra money babysitting.
That could mean church bulletin boards, recreation centers, etc. They could be FB ads specifically targeted at these groups.
You can offer parents something like: “Trained babysitters who have passed our background checks and have been trained in caring for toddlers to young teens. We teach our babysitters how to properly change diapers; they will provide basic meal preparation and do the dishes.” “. before I return home. They will make sure your children go to bed at the time you tell them. They will bring age appropriate games if you want them too. You don’t have to pay the babysitter. We work with you on the fees and then we will pay the nanny. That takes the awkwardness out of “how much do I owe you?” kind of situations. I don’t know, I’m just making this up as an example. But you get the idea.
You would hit all the points concerned parents would be looking for in a reliable babysitter.
Next, I would target the nannies themselves. Something like, “Are you looking for a consistent and reliable income through child care in and around your own neighborhood? We’ll train you in advanced child care techniques that will put you above your peers. We’ll put together the programming for you and we’ll make sure your clients pass our background check We’ll provide you with age-appropriate games that you can take with you to entertain your young clients We’ll handle all billing for you, so all you have to do is show up! You pay fees for this training (or you can charge for the training if you want, it’s up to you).
See how that would be better than just an ad saying, “Childcare services provided. Call for details?”
What do you usually see in the newspapers etc.? That exact ad. “Call for details.”
But, if you’re already giving them the details, you’ve now pre-qualified your potential listeners and prospects!
You simply need to reach your target audience with your ads.
With the ad I just described, ONLY those who are interested will respond. And about 80% ready to do business will respond, on both ends, the parents and the nannies!