How to Market to People Not Like You

InhaltsangabeAcknowledgments. Introduction: You Can't Reach a Customer You Don't Understand. PART I: SEVEN STEPS FOR SELLING TO NEW AND UNFAMILIAR CUSTOMERS. 1 Get Out of Your Comfort Zone to Grow Sales. 2 Get to Know the Customer You're Not Getting but Should Be. 3 What Do They Need? Tweak Your Product or Service Offerings. 4 Make Your Sales and Customer Service Friendly: Little Things Make a Big Difference. 5 Communicate in Their ''Language'': Develop Marketing Messages Based on Their Values. 6 Use Technology to Reach Your Prospects: Micro Targeting. 7 Deal with Naysayers: What If Your Employees or Your Core Audience Don't Like Seeing Their Product Marketed to Other Groups? PART II: KEY CUSTOMERS WHO COULD DRIVE YOUR BUSINESS GROWTH. 8 Different Ages Want Different Things. 9 Women: Singles, Heads of Household, Working Moms and Stay-at-Home Moms, Home-Schooling, and More. 10 Immigrants: It's About Acculturation, Not Assimilation. 11 Hispanics/Latinos: North America's Fastest-Growing Ethnic Minority. 12 AfricanAmericans: A Large and Lucrative Customer Base. 13 Asians and Asian-Americans: The Highest Household Income of Any Racial or Ethnic Group. PART III: OTHER IMPORTANT MARKET SEGMENTS. 14 Political Views. 15 Sexuality: Gay, Lesbian, Bisexual, and Transgendered. 16 Hobbies and Special Interests. 17 Rural versus Metro. 18 Military versus Civilian. 19 Vegetarians versus Meat Eaters. Conclusion. Index.

InhaltsangabeIf you could grow your business simply by marketing to your existing customers, making money would be a cakewalk. But to generate new revenue, you have to win over the customers you're not getting. Who are these mystery customers? How are they different from your current clientele? Most importantly, how do you forge a bond with them across these differences? Using realworld examples from successful business owners, How to Market to People Not Like You demonstrates how to create a deep, emotional connection between your products and new consumers. Forget "spray and pray" promotion. It's time to narrowcast, get to know, and then deliver a welcoming message to a specific group. You have to research new customer segments and learn what they need. Then modify your product offerings to communicate that you value that customer. You say to them, "I see you, I value you, and I want you. I'm putting out this welcome mat just for you." This book can take you from tentative newcomer to trusted name among any community. You'll learn: The do's and don'ts of marketing to women, immigrants, Hispanics, African Americans, and Asians; How to identify the key value differences according to political views, sexuality, hobbies, rural vs. metro areas, military vs. civilian cultures, vegetarians vs. omnivores, and much more; How to tweak your product or service to be relevant to a new customer group; Communicate in a relevant manner by showing respect for others' cultures, values, language, and priorities; Create messaging that resonates with each generation's unique values; and Make sure you're operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction Understanding your customers' values is the key to truly reaching them on an emotional level, because who you are is not defined by your age, your country of origin, or the color of your skin--it's about your values. Understand that, and you will reach new customers' hearts, minds, and, ultimately, their wallets.