“One size fits all” is perhaps the biggest marketing lie ever!

This man would love the social media!

Similarly, one type of marketing is not going to reach everyone.

Consider the AIDA consumer model that’s been around for decades. It assumes that any particular individual is, at a given time, at one four mile markers along her road to making a purchase: Awareness, Interest, Desire or Action.

Unless you specialize in impulse items, it’s unlikely that someone who has just become aware of your product or service is immediately ready to sign on the dotted line. Similarly, your Twitter fans need different messages, appropriate for their particular place on the road.

I’m using Twitter in this example, because the messages are short and it’s feasible to list a few here, but the same concept is true for Facebook, blogging, email newsletter, face-to-face, etc., as well.

I’m going to use for this example, because it’s consuming much of my thought right now, a new business I’m creating: Jules Verne Audiobooks. Sales are programmed to begin July 11, but I want to build audiences ahead of time. That’s the same as having a billboard in front of your building with similar words. [Read more...]