“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker
Isn’t that a problem for all of us?
Sure, its getting better. New marketing analytics are improving our ability to target demographics.
Facebook’s pixel and Google analytics help us determine who is reading our content. We can A/B test to determine the effectiveness of our presentation.
If you have a physical product or a service that must be performed in person, that is helpful. What about those of us in the information business?
A popular technique is the ethical bribe. Give away something of value in return for an email address. The thinking is that those who refuse to give you their email address are freeloaders that will never buy anything. Marketing to them is wasting your time and money.
I have created an example. My target market is professional entrepreneurs. At first, I thought my target market was students. However, I have found that many professionals who have been in business for years, still don’t know or aren’t paying attention to the fundamentals.
The first article is How to Set Your Income Goal. The second is How to Achieve Your Income Goal. The third is Marketing Your Professional Practice. You can access all three by becoming an Insider member. Just click here.