Well, That Didn’t Work

Been in the great heartland this week, spending time in Des Moines at the Iowa BPA meeting where I presented “Fred’s Fabulous Fundraising Program” to an enthusiastic group of proprietors who are really engaged in their business.  Really nice to be with such great folks.  

Then it was off on a two connection flight to Ohio where I am visiting other clients.

Of course I struck up a conversation with a fellow traveler who was telling me about his marketing programs.  He was a “Program Director” for a major hardware/ home goods chain.  After asking him 317 questions (of course), I offered him a few ideas and he said to me, “You know, I offer up ideas too in our meetings, at the home office, and I get a lot of “We tried that, didn’t work feedback,  I’m really frustrated and I don’t know what to do.”

To wit, I asked him if he wants to challenge the status quo.  When he said “YES” without batting an eyelash I began my retort.

“Jim”, I said, “sometimes programs fail, not because they are bad programs, but because the assumptions that they were based upon were flawed or damaged from the get go.”

The first assumption you have to test is if you are reaching the right people

The second assumption is do you understand the audience you are trying to reach.  It’s hard to know where to start, but start with your “ideal customer.”  Just describe one customer that could have benefited from your program, in extreme detail. (i.e.)  What is his favorite kind of DIY project?

Who is he?

What’s his “back-story?”

What does he want or need?

What are his pain and pleasure points?

Who will he be when he buys that product

If you were opening up a vegetarian restaurant that also offered a laundromat service, you’d probably have a pretty good idea of who that customer is; what their core values and beliefs are, and who your product can best help.

The more specific you can be as to whom your product is for as well who it is not for, the more traction you will get and the more people you will help.

So (customer description) how about a little vegetarian burger with that white wash you want to do?

About Fred Kaplowitz
Marketing is in my DNA. I love to solve problems and meet challenges head on and I have successfully produced results for hundreds of clients. I love what I do and love helping to make my clients more successful and happier. I am a husband and father, consultant, a coach, a teacher, a motivator, a copy- writer, and a speaker. I look forward to working with anyone searching for a proven methodology out of mediocrity. May I assist you in taking your business to the next level. Please call me now @ 516 359 4874 to review your business goals and strategies.

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