A reader weighs in to get a little clarification on yesterday’s article. Which is available right here if you missed it.
“Know PRECISELY who your audience is.
What do you mean by that Bru? Please explain.”
- Tina, in Marlton N.J.
Thanks Tina, I’m glad you asked…
Knowing PRECISELY who your audience is goes beyond the standard bull$h!t buzz phrases wanna be business goo-roos love to regurgitate. Like…
“What keeps your customers up at night?”
Let me give you a deeper dive (that actually works)…
What is your ideal client doing at 2:37 pm on a Thursday afternoon? How about 7:45 pm on a Saturday?
And where are they doing it?
Where do they shop?
Free advice is worth what you pay for it, so I’m confident 99% of you won’t do a damn thing with this information but for the 1% who do act on it… congratulations you’ll be financially rewarded for your efforts by your audience.
MBWA… Marketing By Walking Around
Marketing by walking around is one of the most valuable things you can do. And I mean that literally, walk around where your prospects and clients tend to frequent. (95% of the US population has spent money at Walmart this year, 84% at Target so you can’t go wrong observing people in either venue.)
You can learn a lot about your audience by observing them in their natural habitat.
Observe and take careful note of their behaviors. What are their purchasing patterns? Any peculiar idiosyncrasies?
Equally important, What DON’T they do? Where DON’T they go?
Here’s a quick little case study from the greatest business mind of our generation…
Garth Brooks knows PRECISELY where his audience shops and DOESN’T shop, as evidenced by this important message on his website…
NOTE: In order NOT to compete with our retail partners, the prices on garthbrooks.com for the LEGACY boxes or sets are priced HIGHER than you can get them at your local retailer or internet retailer. Please find the list of retail links on this page…thank you for your interest in the music 🙂
Notice: He’s not declaring war on his retail partners by selling the same thing at the same price on his website.
And those retail locations consist of: Amazon, Best Buy, Cabelas/Bass Pro Shop, Dollar General, Cracker Barrel and Barnes & Noble.
What do they all have in common (with the possible exception of B & N)? They’re PRECISELY where his audience shops. And if you’re paying attention, those ain’t record stores.
What he’s doing is a very savvy concept called by-pass marketing. You want your product in a location where there is no comparison with comparable products. So you are essentially bypassing the competition…
Like selling your records in a store that primarily sells electronics (Best Buy).
Better yet, let’s go a little deeper…
Placing your country music albums in a store that sells hunting and fishing equipment (Cabelas/Bass Pro) for people who enjoy the outdoors, namely in the… you guessed it…. country.
Or put those same collectible box sets in a country restaurant chain with a robust gift shop business like Cracker Barrel, frequented by… you guessed it again… country folk, who are often vacationing and traveling by car to do so. And we know Cracker Barrel serves as a great pit stop before they get back in their cars. (Where they will be listening to music and now potentially new music… namely his.)
Side note: Dear Garth, If you’re reading this, I’m shocked your products aren’t in Home Depot. That audience is right in your sweet spot.
For the same reasons as Brooks, Your’s Bruly is a bypass marketer. You won’t find my books at Barnes & Noble or Books-A-Million, and I’m actively in the process of having them removed entirely from Scamazon. (For a plethora of reasons I’ve previously written about)
Why? In those overcrowded, commoditized marketplaces an author’s book falls victim to comparison.
You can find my books for sale in several resorts, inns and lodges across the United States, Ubers in select cities, doctors offices, and I sell direct on my website as well as bulk copies to corporations and associations. I’ve also enjoyed great success holding pop up shops at Starbucks and other unique venues where…. you guessed it…. people tend to like to read.
And as a result I’m bypassing the competition and bookstores entirely.
Well, with a few exceptions, like this brand spankin’ new one…
You’re the first people to find this out, but I’ve opened a retail bookstore on the waterfront in scenic and picturesque Yarmouth, Maine.
Let me explain, I’ve turned one of the rooms in my new office suite into a retail bookstore. And the inventory on the shelves consists exclusively of my 11 different books. J
BTW You’re welcome to visit any time.
How can you do the same thing as Garth and Your’s Bruly?
Start marketing by walking around, make a list of where your ideal clients and customers spend their time and money.
How can you bypass all those traditional crowded and competitive sales channels?
Jot down the unique venues, locations and destinations your audience frequents. And then to get your brand in front of them you’ve got to act on those ideas.
NOTE: It’s imperative you have a bias towards action with this, an action oriented mindset.
*Sweat equity is sold separately.
Again, this is just another example showing you that I walk my talk. I don’t just report on what someone else is doing and tell you to do it… I actually freaking do it myself. And can tell you first hand that it works.
If I can do it, you can too. Here’s the single best resource and opportunity I have that can help you do precisely that, with me by your side each step of the way. Along with some exclusive bonuses you can’t get anywhere else…
P.S. You won’t find this in Walmart, Barnes & Noble, Bass Pro Shop, Dollar General or Cracker Barrel for that matter either.
P.P.S. It’s something Amazon could NEVER give you.
P.P.P.S. Again, that link is RIGHT HERE for you.