<b>Finding and Motivating Your Target Audience: Niche Marketing At Its Best</b>

As an entrepreneur, one of your greatest challenges is the

choice of where to put your advertising and marketing

bucks. Who/what/where is my market? How do I reach

them? What do I say to excite them? The wrong answers

can cost a lot of useless expense and time as you learn this

critical field. Many companies have gone under for lack of

mastering these efforts.



TV COMMERCIALS



Have you ever watched a TV commercial and thought to

yourself, "Who on earth would buy that?" If so, you've seen

an ad carefully targeted at a group which has different

needs and desires than you do. If your response was, "Boy!

I'd sure enjoy that" or "I'm going to call them tomorrow," the

ad had YOU squarely in its sights.



SELLING VIA PAIN



Advertising agencies discovered long ago that the fastest

way to move someone into action (buying) is to discover

something that is very painful to them, then disturb that

person about it. If they stirred up emotions about a wound

(i.e., a deep desire going unfilled or an unaddressed fear)

and then showed the prospective customer how to heal that

wound or fulfill that need through a product or service, the

person felt COMPELLED to buy ... buying became a MUST!



This discovery has been refined over the last fifty years into

a fine art. The purpose of the following is to introduce you to

this system so that you can discover people's deepest

needs, wants and wounds and heal or satisfy them with

your product/service.



IT WORKS



Advertisers understand this. It helped AT&T increase their

long distance calls over 500% in certain areas. This is what

helped Dr. Pepper move from the #9 soft drink to #5. Levis

501 Jeans used this information to double their sales in a

six month period of time.



As a result of this information, you will:

1. Be able to determine the distinctions used by advertisers

to motivate our entire nation. You'll never see a commercial

again without determining its target market(s) virtually

instantly.
2. Be able to create power levels of rapport by

knowing a person's deepest emotional needs.
3. Be

able to determine who is your actual target market.
4.

Use this information in your direct mail, face to face

negotiations, in and outbound telemarketing, advertising

and marketing campaigns, strategic alliances...and in your

personal life.



FOUR MAJOR LIFESTYLES



There are four distinct lifestyles, the last broken into two

slightly differing types.



1. BELONGERS - 38% of the country.



LIFESTYLE: Hard working, 9-5 types. Midwest values,

traditional, blue collar workers. They DO NOT LIKE

CHANGE. You'll find no Mercedes in this group, no use of

crystals. These people are NOT out to change the world.

They belong to social clubs, play softball, shop at K-Mart

and Sears. Their primary automobiles are - you guessed it -

Ford, Chevrolet and Chrysler.



HIGHEST VALUE: FAMILY (Is it any wonder the major

political parties constantly push "family values," though they

carefully *never* define what those values are?)



PSYCHIC WOUND: Traditional values are not happening

any more.



KEY WORDS: Picnic, time together, patriotic, family.



Typical commercial appealing to this group: AT&T's "Reach

Out and Touch Someone" series. They're warm and fuzzy,

*very* family and friend oriented and appeal to the desire for

connectedness. Family scenes tend to be country and/or

small town oriented with lots of children and grandparents.

Also recall the Kodak Moments series. Can you see how

these ads appeal to this large group? The political ads,

conversely, are aimed at how these things are under attack

or no longer valued. They appeal primarily to fear.



2. EMULATORS - About 10-15% of the country



LIFESTYLE: Young, the 16-38 age range. They model

themselves after successful people. They are money and

business motivated, materialistic and "wannabes." They

tend to move quickly, feel driven towards success and have

strong sex motivated desires. In cars, their choices include

Camaros, Mustangs, Firebirds and maybe leased late

model Beemers.



HIGH VALUE: Desire to be confident.



PSYCHIC WOUND: Lack confidence (and know it).



KEY WORDS: Someday, I'm going to... I want... Be like...



Typical commercials appealing to this group: Coors Lite.

It's action driven, sexy, young. ZIMA Malt Drink follows this

pattern. Nike ads, too, featuring Michael Jordan. Cool.

Action driven, often young people in the series doing cool

things. Especially watch for ads which have young, beautiful

and sexy people. Calvin Klein's ads are targeted to this

group. And just watch Melanie Griffith in her Revlon series

about "Don't lie about your age...defy it." Almost all cosmetic

ads are in this group. Notice, too, the driving music behind

these ads.



3. ACHIEVERS - Again, about 10-15% of the country



LIFESTYLE: #1 in their fields, know they're the BEST.

Economically top performers, $100K+ annually. This group

tends to be 40-55 years of age. Their auto choices? Top of

the line Mercedes, Jaguar, Rolls Royce. And guess what

brand of mustard they prefer?



HIGH VALUE: Being unique, standing out, king of the hill.



PSYCHIC WOUND: Don't want to be one of the pack, part of

the herd.



KEY WORDS: Unique, decision maker, leader,

international, CEO, prestige, quality, different, take it to the

next level, being in the vanguard.



Typical commercial appealing to this group: Lincoln

Continental. Note its tag line: "Make Your Mark." Cadillac

also targets this group, as do the DeBeers diamond ads

which often speak of 25th wedding anniversaries. See how

they go straight at this age and financial range?



4. SOCIETALLY CONSCIOUS - (Two types)

10-15% of the market, fastest growing segment in the US.



LIFESTYLE: Not money oriented, tend to be college grads,

grew up in the 60s, don't trust government programs.



Type A: Never left the 60s, long hair, not into career,

sandals, Tie-dyed T-Shirts, Grateful Dead concerts. They

often prefer used cars, VW vans.



Type B: Got into the system, cut their hair (not always) or

trimmed their beards neatly, some wear suits, believe in

"change-the-system-from-within." Their car choices are

Volvos, Saabs and Subarus. (From direct observation, it

would seem that Berkeley, CA, is the Volvo Capital of the

US!)



HIGH VALUE: Intelligence, Integrity



PSYCHIC WOUND: Being seduced or manipulated by the

system in any way.



KEY WORDS: Mission, change the world for the better,

natural, balance, nuturing, good person, outdoors,

environmental, poor, homeless, global warming, recycling,

pollution, etc.



Typical commercial appealing to this group: Chevron

"People Do" ads showing scenes of environmental purity

next to refineries. Coors Regular with cool, clean flowing

streams. Ads which are low key and which stress "You

Already Know What's Right," or "You Can't Be Fooled." So

even though this group detests being manipulated, they, like

everyone else in the world, can be approached

psychologically.



GENERAL CATEGORIES



Note that these are all general categories. People are not

totally one thing or another, so individuals can be part of

more than one grouping. Often you'll see commercials or

ads which are targeted toward more than one group using

mixed words and images. The viewer simply picks out

those which appeal directly and rejects the others...or

doesn't even see or respond to them.



So observe the advertising going on for awhile, see how it is

put together and then go forth and do likewise. Find YOUR

target market and aim all your advertising, marketing and

promotional energies and dollars specifically at them.

You're bound to have success!