I use this two-minute method in workshops and consultations and it works really well, but it's not easy to translate into text. From an extract from my e-book, how easy is it to follow and implement for your own target market? As always, your input will be much appreciated. Thank you!
Here’s a quick and highly effective way of pre-empting your potential market’s behaviour. Imagine you’re in a room filled with potential customers and you’re going to divide them into four groups.
Choose the one variable that is most important to you when deciding who to offer your product or service to. Is it spending power? Years in business? Willingness to learn? Knowledge of a subject? Likeability? It’s your choice so think about it carefully.
Got it?
Now choose another variable. Is it spending power? Years in business? Willingness to learn? Knowledge of a subject? Likeability? It’s your choice so think about it carefully.
These distinctions become clearer when we use a quadrant with the first variable as the x-axis and the second variable as the y-axis.
In my case, for example, there are two categories of readers who will decide whether this book is a hit or a miss.
- 1. Marketing decision-makers who are open to new ways of approaching marketing strategy development that incorporates retail, Information Systems, the Law of Attraction, flow, quantum mechanics, and neuroscience.
2. Within that group, those who are familiar with Roger Hamilton’s work may relate to the content better than those who are not.
When represented as a quadrant:
- The x-axis is their willingness to bring retail, Information Systems, the Law of Attraction, flow, quantum mechanics, and neuroscience into their marketing on scale from 0 - 10;
The y-axis of the quadrant is knowledge of Roger’s work from a scale of 0 - 10.
Category Description based on the four quadrants A Marketing decision-makers who are not willing to try a new approach to marketing but they are familiar with Roger Hamilton’s work. B Marketing decision-makers who are willing to try a new approach to marketing and are familiar with Roger Hamilton’s work. C Marketing decision-makers who are willing to try a new approach to marketing and are not familiar with Roger Hamilton’s work. D Marketing decision-makers who are not willing to try a new approach to marketing and are not familiar with Roger Hamilton’s work.
Can you see why this book may be a hit for some categories and a total miss for others? This leaves me with some important decisions to make, such as, am I able to appeal to all categories in just one ebook, or should I have four different ebooks? Should I choose just one category to focus on or should I try my utmost to turn non-believers into believers?
I don’t have the answers. Let’s see how it plays out.
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