Examine

Continuing with the in-depth examination of the W-A-K-E U-P Marketing Strategy using psychographics

E = Examine

There are two definitions for the word Examine: #1 is to "Inspect (someone or something) in detail to determine their nature or condition; investigate thoroughly," and #2 is to "Test the knowledge or proficiency of (someone) by requiring them to answer questions or perform tasks." This is the time in your marketing planning that you need to do both.

In this step of your WAKE UP Marketing Strategy, it's time for you to really dig in and inspect the information you have before you, and test its validity. Listen to voices other than your own. Will the knowledge you gained in the previous step really hold up in the marketplace and enable you to get your book in front of your primary (and secondary) audiences with a message that compels them to purchase it or read it?

Examine your facts closely and determine the actual words your target customer finds relevant and persuasive. Uncover the tone of voice used in the messages that have influenced your audience. Remember, your Watch Group told us how they purchase and what they like –  but WHY do these messages break through the clutter of your audience's internal and external noise?

• Is it the creative? (The overall idea, concept, look or format of the piece)
• Is it the timing of its arrival?
• Is it the offer?
• Is it the clever copy?

Truth is, it's a mix, with each of these items ranking in different order for different audiences at different times.

Examine what you have learned, inspect for any irregularities as well as any harmonies, test everything thoroughly. Look for timing opportunities, offers, lingo, geographic differences, etc.

Once you have thoroughly examined what you know about your primary audiences and your messages, it's time to prove your understanding of these audiences and their needs by applying what you have learned and creating messages and campaigns that will persuade those audiences.

Ask

Continuing on with the in-depth examination of the W-A-K-E U-P Marketing Strategy

A = Ask

Once you find a Watch Group that agrees to share their opinions, ask them how they get their information about, in this case, parenting and childcare issues. (Remember our example book is a work-life balance book for parents.) Go so far as to ask them to show you what they read (and tell you why), what other things they like to do, what kinds of online activities catch their attention, etc. Ask them where and how they purchase things for their family -- and WHO BUYS versus WHO USES goods and services in their circle of influence.

Ask them pointed questions about how they like to gather information. Don't ask "yes or no" questions -- ask things that require a short answer. You are more likely to get valuable information that way.

Dig Deeper

Don't let your Watch Group members generalize. For example, when you ask where they gather information and a Watch Group member says "TV" or "Junk Mail", ask for more information. What TV shows? What channels? When do they watch? Do they use DVRs? For direct mail, ask them to save any and all junk mail for you for 2-3 months (in a sack). Ask them which ones caught their eye and enticed them to actually read the piece. Ask them what type of mail would probably lead to a purchase, which ones would normally get tossed without a moment's thought, and which ones get put aside for another day. Send them a shipping label and ask them to ship their direct mail pieces to you for further examination. (Some people want to black-out their name, and that's okay. It isn't necessary to ask them to do that, though.)

Ask your Watch Group how they most like to be communicated with. Do they like workshops? Which ones? Do they read mail? Do they participate in groups online? Which ones? Do they use Facebook for information? Are they otherwise connected online? Do they read blogs? Which ones? Do they read magazines? Which ones? Do they go to trade or consumer shows? Which ones? At what types of retail outlets, both online or in-store, do they shop? Which ones?

Ask, and you will know (which happens to be tomorrow's post)

Watch for Your Readers and Buyers - Build a Watch Group (Advisory Board)

Continuing on with the in-depth examination of the W-A-K-E  U-P Marketing Strategy


W = Watch

In the "Watch" phase, you are looking at the whole universe of prospective customers to examine further. (Remember, our example book in this series of posts is a work life balance book for parents). Here you are doing a parenting book about work life balance, probably for people with children, grandparents, and caregivers...but perhaps your book would be one that parenting groups, doctors, daycares, or family therapists might find useful. In the case of this example book, we might want to watch for human resource departments at companies as well, because of the topic. Who among these groups is our customer, and in which part of their life are they a customer? (i.e., you might have an HR person who is not a parent -- they would never see your marketing if you only marketed to parents in their homes.) All of these various groups become your "Watch Group," which by the way, I build simply and inexpensively on Facebook (when possible).

Hint:  "Everybody" is not a Watch Group.  If you have identified "Everybody" as your audience... well, it's not an audience and you can not begin to market to "Everybody."  Do YOU buy "Everybody" else's books?

One way to build a valid Watch Group that can provide you with valuable information about how to reach others like them, is to use the search feature on Facebook. Ask group leaders and popular fan page owners to help you post a notice to invite people to be in your group. Once you build the group with a few people, expand it by asking those people if they know others who might want to be on the Watch Group (Advisory Board). 


Once you have built a group of 10 or 12 people, set some rules -- for example, no bashing or name calling, no opinions about others' ideas. Just sharing where they get their information. Most people will be very forthright, but be advised, some people just like to hear themselves talk and will get all over others. Don't let that go -- stop it as soon as it starts.




Next up:  A = "Ask"