We marketers and copywriters operate under assumptions. We think we know what will appeal to prospects. But without getting that knowledge first hand, we can never be entirely sure. Interviews and research of the target market can shrink that gray area. Tapping the thoughts of your prospects has the potential to produce powerful results.
In marketing, it’s the billion dollar question. If only we knew what was going on in the prospects’ minds.
We can’t eavesdrop on the conversations which go on in a prospect’s head, but we can hear what they say. Listening to what they tell us and exploring the thoughts of the target audience are paramount to every campaign. Otherwise, your marketing effort is the equivalent of throwing darts and hoping for the best – a disservice to your company and your potential customers.
Savvy marketers work hand-in-hand with their prospects to create effective strategies. In assessing which offer will work best, they analyze different segments of the target market in order to tailor an approach toward each. While generalized customer personas serve this purpose well, marketers are increasingly moving deeper into the psyche of their prospects and communicating with them one-on-one.
Talking directly with individuals who comprise your target market provides valuable input and feedback which can only benefit your marketing effort. It goes beyond visualization. By gaining insight from those who hold the keys to your marketing success, your campaign develops a sharper focus.
Interviewing and surveying those in your primary audience helps simplify your job as well. Once you’ve developed an understanding of their problems and the solutions they need, it becomes a matter of crafting a message that reflects that. At this stage, however, there’s little guesswork involved – your audience has already given your campaign the pinpoint direction it needs to succeed.
It is the key to unlocking the hidden potential in direct response. Rather than speculate on a strategy that might work, you launch with confidence. All that’s left to wonder is what degree of success your campaign will realize.
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