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.

W-A-K-E U-P Your Marketing Strategy - an Introduction

In an earlier blog this week, I introduced my gimmick method of identifying the "psychographic" characteristics of your customer and using that info to create an effective marketing message. It's my WAKE UP strategy. Over the next few days, I'll outline what this anagram stands for and why it contains important keys to success in publishing and marketing your book. This method is designed to help you find your real target audience and understand what to say and where to say it. I have a degree in marketing, but you really don't need one to understand psychographics. You simply have to understand what your mom always told you -- it's not what's on the outside that counts, it's what's inside. It's a lot more difficult to find the values, beliefs, interests, hobbies and behaviors of your customer, but in those nuggets, you'll find gold.

Here's a Working Example
To help you see what each step is, an example might help -- we'll keep this example throughout this thread of blog posts. Our example book will help moms and dads find work-life balance. In this marketing study, we want to know who is buying parenting books, where they are hearing about these products, how to talk to this customer, what price point to set, what sales venues to target as partners...for starters. In this post, I'm only doing an overview of our WAKE UP strategy. In subsequent posts, we'll dig in...so stay tuned.

• W = Watch  - Here, you are looking at the universe of prospective customers to examine further. Who among these groups is our customer? This is your Watch Group. (BTW, I now do Watch Groups on Facebook, because, as you know, not all of your customers are geographically close.)
• A =  Ask - Once you find a Watch Group that agrees to share their opinions, ask them how they get their information about parenting issues. 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.
• K =  Know - Know what your final objective is before you move further. That objective is not to prove what you think you know, but to actually know, based on the information shared with you.
• E =  Examine - Really dig into the messages you are hearing. LISTEN to voices other than your own. Examine each piece of information closely and determine the words your target customer finds relevant and persuasive, and uncover the tone of the messages.
• U =  Understand - Now, seek to understand who your buyer is and who your reader is. They aren't always the same individual. Your marketing messages have to serve these two masters!
• P =  Perceive - As an expert in whatever it is you have written your book about, you are probably very much like your prospective customer. Ask your Watch Group to review your marketing materials to gauge their perception of the creative aspects, copy, offers, the marketing vehicles by which you are delivering those messages, and your distribution plans (where will you sell your book?). 

After you WAKE UP, use this as your marketing road map. This is no longer only your gut feeling, but real, workable knowledge.  Today's consumer has so many messages being thrown at them. Make sure your message is relevant, and in the right place at the right time.  Next issue, Watch, brought to you by the letter W.